Designing for Gen Z
The Brief : Make Horse-racing Attractive to Young Generation
The strategy project prepares the Hong Kong Jockey Club wagering business for the next generation of Gen Z, a very immaterial portion of the Club’s wagering customer, who is very sceptical about sports, is requires an additional layer of initiatives for them to feel comfortable participating in the horse-racing activities.
Strategy & Experience Design
Hong Kong
June - December 2021
Current State - Completed
Part of the team Eight Inc.
Research Insights —
Participating Because It Connects Different Layers of Circles
With rounds of research, interviews, site visits, workshops and more, we identified some of the Gen Z values and attitudes which will further inform the behavioural insights that help the team to design better experiences catered just for them.
The Idea — Build Social Currency Around the Sport
A set of experience principles is derived from research that governs our design, ensuring our ideas meet all the necessary criteria.
Interactive and social-able installations are always suggested as a key to make Gen Z feel part of the community, thus increasing their incentive to participate in any wagering or racing-related activities.
Art Direction & Experience —
Dial Up the Stimulation and Excitement
Horse racing has never been so youth-appealing with bold and vivid colours. Defying the navy blue and yellow, being young does not mean trading off the credibility of the Club, as the Club itself has a long history of support for its reputation.
Gen Z were allowed to chat and build their own virtual community, place bets and discuss with friends, learn new knowledge about horses and the Club etc.......
The list could go on, but all in one app.
Implementation —
Connecting Experiences in the Physical Spaces
With the efficient operation team the Club has, the experience elements are being infiltrated into their newly renovated betting branches, incorporating the social aspect into the sport entertainment.