From functional reseller to credible motorsport brand.
GooTickets is an independent motorsport ticketing platform competing against official channels for Formula 1 and other motorsport events. This was a complete redesign, not an iteration. The platform had grown organically and suffered from inconsistent visual language, navigation fragmentation, and a purchase experience that failed to build trust against official circuit channels.
The redesign aimed to elevate GooTickets from a functional reseller to a visually credible, premium motorsport brand, making it feel as trustworthy as buying from the official circuit, without being one.
Visual credibility as a conversion lever.
A major objective was perceived legitimacy and emotional engagement — not simply usability. The design approach focused on motorsport-inspired visual language, editorial-style layouts, immersive event imagery, clearer hierarchy and pricing readability, and stronger consistency across the entire purchase journey.
3 complete creative directions were proposed to the company. Each direction explored a distinct positioning (from high-performance/technical to premium editorial) before the final visual identity was selected and refined.
Art direction: visual exploration and final direction
Full design and production ownership.
UX research and wireframing of main user journeys. Information architecture restructuring for a large event catalog. Design system and component library. 180+ responsive pages (desktop, tablet, mobile). Interactive prototypes. Motion design — micro-interactions and UI animations. Image selection and editing. Front-end validation and testing.
A distinctive deliverable: 50 custom SVG circuit maps for motorsport venues worldwide — built to support interactive experiences (zone selection, grandstand browsing), scalable and fully accessible. Alongside the platform: email campaign templates with GIF animations, and a promotional video.
Design system, component library and visual guidelines
50 SVG circuit maps — interactive zone and grandstand selection
A scalable platform with a credible brand voice.
A fully responsive platform supporting a high volume of events with clear, engaging purchasing experience for motorsport fans. Strong visual consistency vs. the fragmented previous design. Promotional video and complete email campaign assets delivered alongside the platform.
The project demonstrated end-to-end design ownership, from strategic positioning and creative direction through to front-end validation and marketing production — on a complex, multi-format digital product.