Jockey club needed a "Group Solution". They had around 30 racecourses all with different marketing and web activity. They had recently had a brand refresh and so they needed to bring all of their courses in line.
We were tasked with creating a single solution that would work for all 30 racecourses, whilst still giving each course the ability to have some brand and content individuality.
We spoke to each of the course owners to understand their needs and did a comparison of all the current sites and types of content. We worked out where there were similarities and where the content was "course specific".
We started by sketching out the core content modules that we had defined would be required. We then copied these on paper, cut out the modules and began creating page templates from them that would work for all courses. Starting with modules rather then "pages" meant we could iterate quickly by simply moving modules around, it also meant we had the minimum amount of template variants (basically unique combinations of modules). Once we had some rough templates down we went about creating some variants to give each course an element of custom layout and content.
This grew into a complete design system, we had alphanumeric references for each content module, and therefore we were able to construct the pages for each site in a spreadsheet.
As this layout/content matrix was being developed we worked with the new branding to create a huge mood board to present to the client. This had varying complimentary examples in, which meant we could define how they wanted to emphasise their brand UI on the web. This was followed up with a presentation of homepage examples for the various courses and a brand UI toolkit. I also created an HTML prototype to handover to our build team. This consisted of headings and type setting to ensure there was no loss of detail from the design typography and the web rendering.
We created Invision prototypes for mobile, tablet and desktop that were user tested in house and then delivered to Jockey club. They then presented them to the individual course owners. We had to listen to a lot of strong opinions to get to get the perfect balance of flexibility/brand/personalisation but we got there in the end. Working with the client we were able to get agreement from all 30 sites, which was a triumph in itself!
The results were very good for Jockey club, not only did they now have a single platform for all 30 courses to maintain but they also had more control over the implementation of a UK heritage institution. The quality of The Jockey Club brand was evident on all the course sites, whilst their sub-brand was still recognised through custom content, primary colours and a choice of layouts.