At Racing Australia, I have played a central role in modernising and unifying digital platforms that had become fragmented and outdated. Through service design methods and process automation, I helped introduce self-service tools that simplified complex workflows for stakeholders across the country. By leading discovery sessions and mapping pain points, I was able to design solutions that reduced friction, aligned with industry needs, and laid the foundation for scalable digital growth, showing how UX-led transformation could directly impact efficiency and engagement.
As Digital Team Leader, I directed the end-to-end redesign of Racing Australia’s core platforms. This involved UX research, prototyping, and usability testing to ensure accessibility and responsiveness across devices. By creating scalable design systems, I established consistency across all digital products and improved delivery efficiency for future projects. Working closely with developers and stakeholders, I translated complex industry requirements into intuitive, user-focused experiences that aligned with Racing Australia’s broader strategic goals.
One of the most impactful projects I led was rethinking how owners received race day communications. Previously inconsistent and fragmented, the system was redesigned into a streamlined communication flow using platforms such as RA Connect and Mailchimp. I collaborated with cross-functional teams to craft clear, timely messages that kept owners informed about their horses, race schedules, and major events like the Racing Carnival. By applying UX principles to communication strategy, focusing on clarity, timing, and engagement, I transformed race day updates into a seamless digital experience that built trust and strengthened Racing Australia’s brand presence.
Publishing Materials – Annual Reports & Factbooks
Alongside digital platform transformation, I also played a key role in the design and delivery of Racing Australia’s flagship publications, including the Annual Report and Factbook. These were not just documents but essential communication tools that needed to present complex industry data in a way that was clear, accessible, and engaging. My focus was on applying UX and information design principles to ensure consistency between print and digital formats, making the information both visually compelling and easy to navigate.
Each publication was treated as an extension of the Racing Australia brand. I collaborated with writers, analysts, and developers to ensure that data visualisations, layouts, and typography aligned with the organisation’s identity and standards. The result was a suite of professional materials that balanced accuracy with clarity, while reinforcing Racing Australia’s authority and credibility within the industry. By integrating design systems across digital and print, these reports became not only a source of information but also a reflection of the organisation’s values, helping stakeholders connect more meaningfully with the data and the story behind it.
Email Newsletter – Seamless Race Day Communications
One of the most impactful parts of my work was shaping how owners received race day communications. Imagine being an owner on the morning of a big event, perhaps during the Racing Carnival, and wanting to know when and where your horse would run. Before, this information was scattered, inconsistent, and often delayed. Through collaboration with Racing Australia, I helped in the creation of a streamlined mail system that brought all of this together.
Owners began receiving clear, timely messages with vital details about their horses, race schedules, and event logistics, all wrapped in branding that reflected the excitement and prestige of Australian racing. What started as a challenge in consistency and delivery became an opportunity to strengthen trust, create anticipation, and give owners a richer sense of connection to the sport they love.
