The racehorse industry has serious systemic issues. And Racing Victoria gave us carte blanche to imagine a better way of doing things while remaining grounded in reality.
More specifically, Racing Victoria engaged future ensemble studio to reimagine how the industry works with their key stakeholders — racehorse owners — while considering some enduring issues such as those related to animal welfare.
After mapping out the end-to-end experience of current racehorse owners, we proposed a series of ten strategic and speculative design concepts that addressed Racing Victoria’s fundamental challenges.
We unpacked the process of purchasing a thoroughbred horse and the ways in which they can be trained, raced, and ethically retired or reconverted. The data we collected also suggested it was time to go digital. Overall, these concepts reveal what the future of the industry could look like and how the thoroughbred racehorse ownership experience could unfold.
Very practically, we found that the design of new digital assets such as a standalone public Owners' portal could complement and enhance Racing Victoria’s current product and service portfolio.
