New Fan Driven Formula E team Website Proves a Winner on First Weekend of New Season
DS Virgin Racing has had a memorable both on and off the circuit following the opening weekend of the new Formula E season. Team driver Sam Bird is now leading the championship standings following an opening race victory and then two top ten finishes in Race 2 in Hong Kong. This came as the new website, designed by Zest the Agency, was launched to correspond with the inaugural race of the season and saw traffic to the website over double from the first race day last year.
Last year’s opening weekend, when the last website was still in use, witnessed 1,376 unique users, a figure which more than doubled for this weekend with numbers showing 2,603. With such a growing fan base, DS Virgin Racing wanted a website that could engage, enthuse and most importantly connect with supporters. Zest the Agency were the natural choice, having worked on previous website design with the Formula E team.
At the very centre of this success was the website’s new “Results Hub”, designed to be the “go-to” place for fans of stats. This hub contains information about previous races, qualifying stats and the key information of circuits. In doing so it adds a whole new layer of detail and enjoyment for the supporters of DS Virgin Racing, while all being in one centralised location.
In addition to this is the new race calendar as well as the multi-media gallery designed for fans to relive their favourite race moments. And in an effort to bring fans and the race team closer together, an interactive social wall that sits on large screens in the team’s garage, enabling them to see all the support they get in the lead up to race day, something which clearly had an impact on the performance of the team this weekend.
At the very crux of this “re-design” was interaction. There was a real desire from the DS Virgin Racing team for the gap between fan and team to be bridged. A chance for fans to feel closer to their heroes. This is something that the sport of Formula E as a whole has prided itself since its inception in 2014. Fittingly, for a motorsport that is focused on cutting edge technology to power its car, social media has always been at the very centre of its appeal. It’s unique and innovative FanBoost burst means that fans can vote for their favourite driver on social media to give them an extra power boost. All this needed to be taken into consideration by Zest when it came to its approach for the new website.
After brainstorming with DS Virgin Racing, following the initial brief of a new interactive website driven by fan engagement, Zest Digital put together wireframes to help outline new ideas.
David Gyertson, Director of ZestGen commented:
“This was a project that really excited us, as DS Virgin Racing’s objective to bring fans and the team together was one that we could really get behind. While the previous website did a certain job, and did it well, it is important in such a forward thinking industry, such as Formula E, to move with the times and have an understanding of what your users want.
“By working closely with the DS Virgin Racing team, we were able to deliver a website that matched the brief but also cemented our working relationship with them as they continue to trust us to push the envelope when coming up with such concepts.”