Formula 1 Experiences
Formula 1 Experiences
The Closest You Can Get To F1
The Closest You Can Get To F1
The Closest You Can Get To F1
Role
Role
Role
UX/UI Designer
UX/UI Designer
Year
Year
Year
2025
2025
Platform
Platform
Platform
Responsive Web
Responsive Web
Responsive Web
Service Provided
Service Provided
Service Provided
UX/UI Design
UX/UI Design
UX/UI Design
Overview
Overview
The complete redesign of F1 Experiences - the official premium hospitality platform for Formula 1. Applied F1's newly released global design system across the entire customer journey, from event discovery to package purchase.
The complete redesign of F1 Experiences - the official premium hospitality platform for Formula 1. Applied F1's newly released global design system across the entire customer journey, from event discovery to package purchase.
Challenge
Challenge
F1 released their first comprehensive design system and required all official partners to align. This meant redesigning the entire e-commerce experience while maintaining functionality and working within strict brand constraints.
F1 released their first comprehensive design system and required all official partners to align. This meant redesigning the entire e-commerce experience while maintaining functionality and working within strict brand constraints.
Approach & Outcomes
Approach & Outcomes
My Approach
Translated F1's design system tokens (typography, spacing, color) into scalable, responsive components
Built on an 8-pixel grid system for consistent visual rhythm across breakpoints
Collaborated daily with developers on implementation, getting into the weeds on spacing, line-height, and responsive behavior
Balanced brand compliance with conversion-focused UX patterns
Key Decisions
Restructured package filtering to surface key purchase drivers (days, access level, price range)
Designed mobile-first while maintaining parity with desktop experience
Created clear visual hierarchy for complex package information (what's included, pricing tiers, availability)
Outcome
Launched with minimal client revisions - the developer noted it was the smoothest handoff in the partnership's history. The redesign demonstrates systematic thinking at scale across one of the world's most recognized sports brands.
My Approach
Translated F1's design system tokens (typography, spacing, color) into scalable, responsive components
Built on an 8-pixel grid system for consistent visual rhythm across breakpoints
Collaborated daily with developers on implementation, getting into the weeds on spacing, line-height, and responsive behavior
Balanced brand compliance with conversion-focused UX patterns
Key Decisions
Restructured package filtering to surface key purchase drivers (days, access level, price range)
Designed mobile-first while maintaining parity with desktop experience
Created clear visual hierarchy for complex package information (what's included, pricing tiers, availability)
Outcome
Launched with minimal client revisions - the developer noted it was the smoothest handoff in the partnership's history. The redesign demonstrates systematic thinking at scale across one of the world's most recognized sports brands.
