Smart View Card

Overview

Racing Post’s racecard carries a dense wall of specialist data — form, ratings, prices and conditions that reward expert readers but can overwhelm everyone else. Smart View is a rating-led racecard that condenses that information into a clearer, more accessible format, without flattening the value experienced punters rely on. It ships across web, mobile, the Racing Post app, print and betting-shop displays, and is used by around 2 million monthly views from roughly 30,000 unique users.

I led the visual and interaction direction. Working from usability tests and customer interviews, I simplified the card to three colour-coded ratings and replaced the Official Rating column with the clearer Start Price. In testing, 12 of 18 participants changed their betting selection after seeing the Smart View tab, and users with eye and neurological conditions responded positively to the reduced clutter. The card is now adopted by partners including BoyleSports, Kindred (including 32Red), Unibet, Ascot and York racecourses, and Betfred and Entain terminals — with a 2–3% conversion uplift reported by one partner after adoption.