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CX Lead · Launch by NTT Data · 2023 Season Launch
Led the CX design strategy for the complete reimagination of the official NTT INDYCAR Series mobile app — redesigned from the ground up for the 2023 season, debuting to 230,000 new downloads and the series' most-watched season in 12 years.
The Brief
With record downloads in 2022 and NTT DATA as both title sponsor and technology partner, INDYCAR set out to fully capitalize on modern iOS and Android capabilities.
Dynamically shifts between Pre-Race, Live, and Post-Race states — keeping the experience always relevant to the race weekend moment.
Flagship feature: real-time 2D track map, full-field leaderboard, driver telemetry, and live radio in one integrated experience.
New for 2023: fans follow multiple drivers and teams for a curated feed surfacing exactly what matters most to them.
Seamless embedding of the INDYCAR Fantasy Challenge — deepening engagement between race weekends.
App Screens
Home
Race Schedule
Championship Standings
Live Race Center
“The INDYCAR App provides a two-screen viewing experience for fans. It's core to our efforts to redesign the fan experience — to make it the best possible, at a race or at home.”
Mark Boles, INDYCAR · on the redesigned NTT INDYCAR App powered by NTT DATA
Outcomes
230,000 new downloads in 2023 — the most in a single year in the app's history, launching with the Firestone Grand Prix of St. Petersburg.
The 2023 season averaged 1.32M viewers per race — the most-watched season since 2011 and the third consecutive year of viewership growth.
A first-of-its-kind real-time race experience: 2D track map, full-field telemetry, live driver radio, and personalized leaderboard filtering.
Approach
Audited the existing app against fan behavior data. Mapped the full race-day fan journey across pre-race, live, and post-race contexts to surface the highest-value UX opportunities.
Defined core experience principles: context-awareness, personalization, and real-time data as first-class features. Established IA, navigation model, and feature priority with INDYCAR and NTT DATA stakeholders.
Led design across all screens in Figma — Home, Schedule, Standings, Live Race Center, News, Video, and More. Iterated against client and engineering feedback through a full interactive prototype.
Delivered full design specs for development. The redesigned app launched globally ahead of the 2023 season opener — Firestone Grand Prix of St. Petersburg, March 3–5, 2023.