Lane's End Horse Farm
Rebuilding a Classic Brand for the 21st Century
My Role
Interactive Designer
Squad
1 Creative Director, 1 UX Researcher, 3rd Party Backend Engineering Team
What digital experience makes Lane's End stand out, while also creating the right business outcomes?
A site overhaul focusing on improving mare submissions, site activity on stud pages, and leading to more total revenue for Lane’s End Farm. Redesigning allowed us to also improve the look and feel of a premium horse farm with internationally renowned results. Lane's End Farm in Kentucky, is a premium horse farm since 1979. Their goal being to help their client achieve their breeding, sales and racing goals in the industry.
Let the Experts Tell the Story
Customer research for the Lane’s End Farm Redesign ranged from prospective breeders, and experienced high-end horse farm owners in the industry. We let this feedback guide our design direction and information hierarchy throughout the design and build.
Create a Focus
Users coming to Lane's End often have a very specific set of expectations and a mental model of what Lane's End Farm represents in the horse racing industry. Because of this, we needed to focus in on presenting a clear, decluttered architecture and hierarchy that allows a user to clearly and directly navigate to specific offerings.
Blend Brand Value into User Journeys
Working closely with a Creative Director, we worked together to build a luxurious, clean, and purposeful experience. We wanted users coming to the site, to feel a professionalism unmatched in the industry.
2x Increase in Mare Submissions
By decluttering the experience, focusing on booking mare submission, and letting th integrity of the brand shine thought - we were able to see a dramatic shift in mare submissions coming through the site,
Other Experiences I've Gathered
Well, well, well, made it to the bottom of the page did we...
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