Victoria Racing Club

VRC is undertaking a multi-year customer experience transformation. The initial phase explored enhancing communication and engagement amongst the Club’s most loyal brand advocates. Since 2014, strategic design research, user testing and analytics have allowed us to craft personalised, considered digital experiences for VRC members. A refresh of the member’s portal and Raceday Guide removed pain points in the ticket and ancillary pre-arrival purchasing processes. By understanding the totality of the customer experience, we have gradually implemented fit-for-purpose solutions, catering to organisational and individual customers’ needs.

2015’s Melbourne Cup Carnival also saw the debut of our enterprise iOS voting management app for Fashions on the Field. The custom platform automates previously manual (paper-based) activities such as vote tallying, leaderboard creation and contestant ranking. The app delivers an efficient and accountable experience in line with the Club’s vision as a world leader in fashion and entertainment.