Fan-centred Formula 1® Australian Grand Prix
Market Research
Strategy Design
Business Design
CLIENT
Australian Grand Prix Corporation
LOCATION
Australia
Chief Design Officer, Lead Service Designer, Lead Business Designer, Visual Designer
TEAM
After two years of COVID cancellations, in mid-2021 the Australian Grand Prix Corporation (AGPC) commenced planning in earnest for the 2022 Formula 1® Australian Grand Prix. The AGPC marketing and operations leaders were aiming for world’s best. The event was in good shape, but they saw opportunities to get better. We presented our approach to their challenge in a competitive pitch to become their experience design partner for the 2022 and 2023 events, and won.
Insight Services
Market analysis
Systems analysis
Consumer research
Field research
Design Services
Business strategy
Experience strategy
Growth strategy
Business design
Commercial modelling
Storytelling Services
Experience visioning
Photography
Understanding the fan
First step, reviewing existing Formula 1® (F1) and AGPC research and intelligence – most of which was pre-COVID. We knew that the fly-on-the-wall Netflix series Drive to Survive had contributed to a seismic shift in the F1 fan landscape. New growth audiences were engaged, but AGPC and F1 knew little about who they were and what they wanted from F1 live-action events. It was a blind spot.
To get the best possible data we needed to go where the fans were interacting with the product. Drawing on our network of global researches we undertook field research at the 2021 Formula 1® United States Grand Prix in Austin, and at the event site for the 2021 Formula 1® Miami Grand Prix immediately before the event.
The team then jumped into the studio, analysed and synthesis the data. New F1 Australian Grand Prix fan personas were developed to provide the AGPC with a clear picture of who their customers are.
A fan persona is a semi-fictional representation of ideal fans based on existing data and first hand research. The personas Kinlab produce go deep. They include demographic details, their relationships, behaviour, passions, pain points, and motivations.
Personas help our partners focus their attention on priority customers, guide product and service development, and help foster a customer-centred culture.
Adian Tobin
Chief Design Officer, Kinlab
Creating a strategy for success
Using our collaborative approach to design, together with AGPC we designed the fan experience strategy for the Formula 1® Australian Grand Prix 2022 and 2023. Central was a new fan value proposition for the event, which was a direct reflection of what Australian F1 fans told us they want from their home Grand Prix.
Fans research told us they want an unforgettable experience that showcases the essence of F1 – the cars, the team and the glamour.
From strategy to frontline
With a fan experience strategy in place, our focus shifted to building the capability of frontline event staff to implement the new service delivery principles. In partnership with the AGPC, we conducted presentations and educational sessions with AGPC and contracted service staff.
Laying a foundation for sustainable growth
Balancing attendance capacity and event experience is crucial for major events. Given the substantial fan growth and challenges faced by other events on the F1 calendar, it was imperative for AGPC to get it right. In close collaboration with their leadership, we develop a sustainable approach to capacity management over the following three years. The approach aimed to facilitate growing attendance while aligning with AGPC's fan experience ambitions. The first stress test came with the 2022 event.
Immersing in the 2022 experience
Our ability to immerse in the world of the people our clients serve and understanding their needs, wants, attitudes and behaviours sets Kinlab apart. To assess the performance of efforts to date and uncover opportunities to evolve the fan experience, our expert researchers dove into the field at the 2022 Formula 1® Australian Grand Prix. Taking the dual lens of fan and observer, our researchers recorded their own experience, and performed in-context interviews and observations. We watched and spoke with with F1 fans, staff and stakeholders, capturing content and surfacing new solutions along the way.
With a record-breaking event in the rear-view, back at our design studio our team drew together the multitude of data, content and solution sketches captured across the week and prepared it for analysis and synthesis.
Evaluating performance and surfacing opportunity
We love to work with leaders, like our partners at AGPC, who appreciate that success must be celebrated, but who also know that there are always opportunities to push ahead. Kinlab presented an evaluation of the 2022 event that applauded the successes, identified the gaps, and offered ten strategic opportunities to enhance the fan experience at the 2023 Formula 1 Australian Grand Prix. All anchored in the ambition to be the leading F1 fan experience in the world, and laser focused on delivering on the new fan value proposition.
Kinlab helped us to become a fan-centered business, which contributed to record breaking results. They helped us understand fans and the experiences they have at our events from all angles. Our fan experience is now world class.
Tom Mottrom
General Manager - Operations, AGPC
The Outcomes
By helping AGPC deeply understand who its fans are and the experience they desire, we helped them to build and deliver a fan-centred and record breaking 2022 and 2023 Formula 1® Australian Grand Prix. By striking the right balance between accommodating more spectators and ensuring their satisfaction, the AGPC successfully navigated the challenges faced by other F1 events and laid the foundation for future editions of the Formula 1® Australian Grand Prix.
Milestones
Successful application of fan experience design into the event delivery program
Education of partners and suppliers across event delivery in the fan experience principles
Helping AGPC to unlock key growth audiences, such as women and girls, and premium customers
Delivered
Market Analysis Report
Fan Experience Strategy
Fan Experience Principles
Fan Personas
Brand Strategy Consultation
Event Delivery Planning
Event Capacity Analysis Report
Kinlab &
Australian Grand Prix Corporation
est. 2021
Thanks to the success of this work, AGPC immediately gave the green light for the re-design of Melbourne Walk, identified as one of the primary growth opportunities on the event site for AGPC.
Melbourne Walk is the red-carpet experience for the stars of F1 racing and the fans. It is the best place for fans to get up close and personal with their favourite F1® racing heroes as they arrive on track.
Let's innovate the future of sport
Let's innovate the future of sport
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