Case Study
MyRaceLab
Website Design · Marketing · UI/UX · App Design
The Brief
Performance analytics for the serious motorsport driver
MyRaceLab approached Leonard Harvey with a product that was technically impressive but needed a brand presence and digital experience to match. The app was already delivering real value to racing drivers — but the website and marketing materials weren't communicating that value with the confidence the product deserved.
Our engagement covered three interconnected workstreams: a full website redesign and build to serve as the primary marketing and acquisition channel; a marketing strategy and asset suite to drive app downloads and subscriptions; and UI/UX design work on the mobile app itself — improving the core data analysis experience for drivers.
The brief was clear: make MyRaceLab look and feel like the premium, data-serious product it actually is — and build a digital presence that converts curious drivers into paying subscribers.
Project details
- Industry
- Motorsport Technology / SaaS
- Platform
- iOS · Android · Web App
- App Store ID
- 1604449684
- Deliverables
- Website Design, WordPress Dev, Marketing Strategy, UI/UX Design, App Design, Copywriting
- Tech Stack
- WordPress · Elementor · React (web app)
- Timeline
- 2024–2025
- Live Site
- myracelab.com
The Challenge
A technically complex product that needed to be felt, not just explained
Motorsport data analysis is a niche, technical category. The risk with a product like MyRaceLab is defaulting to feature lists and spec sheets — losing the emotional hook that makes a racing driver feel like this is the edge they've been looking for. The challenge was to make something genuinely technical feel viscerally exciting — without dumbing it down.
Communicating complexity simply
Lap timing, data logging, race line analysis, AI insights — powerful features that needed to be understood instantly by a non-technical audience.
Multiple audience segments
Circuit racers, karters, time attackers, and motorcycle riders — each with different use cases and motivations. One product, many entry points.
Converting free users to paid
MyRaceLab has a free tier. The marketing and UX needed to drive free-to-paid conversion — clearly communicating the value of the premium subscription.
Scope of work
Three workstreams. One cohesive result.
Website Design & Development
A full marketing website redesign and WordPress build — architected to serve multiple audience segments (circuit, karting, time attack, motorcycle) while maintaining a single, coherent brand story.
- Information architecture & sitemap
- Full Figma design — all pages
- WordPress + Elementor build
- Pricing page design & copywriting
- FAQ page design
- Track database & device support pages
- On-page SEO foundations
- Performance optimisation
Marketing Strategy & Assets
A marketing strategy targeting the core motorsport audience — focused on app download acquisition and free-to-paid conversion. Supported by a suite of digital marketing assets.
- Audience persona development
- Value proposition refinement
- Messaging framework
- App Store listing optimisation
- Social media asset templates
- Email onboarding sequence
- Paid acquisition creative
- Copywriting across all touchpoints
UI/UX Design — Mobile App
UX review and UI design improvements for the MyRaceLab iOS and Android app — focused on the core data analysis experience and improving the session review workflow for racing drivers.
- UX audit — existing app flows
- User journey mapping
- Wireframes — key screens
- High-fidelity UI designs in Figma
- Data visualisation design
- Onboarding flow redesign
- Design system components
- Developer handoff package
Website Design
Built for speed. Designed to convert.
The MyRaceLab website needed to do heavy lifting as the primary acquisition channel — driving app downloads, explaining the product, and converting free users to paid subscribers. Every page was designed with a clear conversion goal.
Performance-first architecture
The site is structured around the four motorsport categories MyRaceLab serves — circuit racing, karting, time attack, and motorcycle. Each audience has a clear entry point and tailored value proposition.
Data storytelling
Screenshots and UI previews of the app's data analysis screens are used throughout the site — showing the product in action rather than just describing it.
Conversion-optimised pricing page
The pricing page was designed to clearly communicate the free vs paid tier difference — and make upgrading feel like the obvious choice.
Homepage
Pricing Page
App — Data Analysis
Mobile App UI/UX
Where the real work happens — inside the app
The MyRaceLab app is where drivers spend their time — reviewing sessions, analysing race lines, comparing lap times. Our UX work focused on making that core experience faster to navigate, easier to interpret, and genuinely satisfying to use.
Race line visualisation
The race line map is the hero feature of the app — we redesigned the visualisation interface to make track position, cornering speed, and braking points immediately readable at a glance.
Performance metrics dashboard
Key metrics — lap times, sector splits, speed traces, throttle and braking inputs — redesigned into a scannable dashboard that drivers can read quickly between sessions.
Lap comparison workflow
Comparing two laps is a core workflow. We redesigned the comparison flow to make it faster to initiate and easier to identify exactly where time is being lost.
AI insights interface
MyRaceLab's automated insights feature uses machine learning to identify improvement areas. We designed a clear, confidence-building UI for how those insights are surfaced to the driver.
Session List
Lap Analysis
Race Line Map
Marketing
Turning curious drivers into committed subscribers
MyRaceLab already had an engaged user base — but the marketing infrastructure to grow it systematically wasn't in place. We built the messaging foundations and asset suite that gave the growth engine something to run on.
Audience personas
Four distinct driver personas — circuit racer, karter, time attacker, and motorcycle racer — each with tailored messaging and value proposition.
Messaging framework
A clear, consistent brand voice and messaging hierarchy used across the website, app stores, and all marketing touchpoints.
App Store optimisation
Rewritten App Store and Google Play listings — title, subtitle, description, and keyword targeting — to improve organic discovery.
Email onboarding sequence
A 5-email onboarding sequence for new free users — designed to demonstrate value and drive free-to-paid conversion.
"The lap timer in your pocket. The data analyst in your corner."
MyRaceLab brand tagline — developed by Leonard Harvey
What we built
Every deliverable, accounted for
The outcome
A digital presence that matches the product's ambition
MyRaceLab now has a cohesive brand story told consistently across every touchpoint — from the App Store listing to the in-app data experience. The marketing infrastructure is in place to support systematic growth, and the UI improvements have made the core product experience noticeably faster to navigate.
End-to-end delivery
Website, marketing, and app UX delivered as a single cohesive engagement — no gaps between workstreams, no inconsistency between touchpoints.
Live across all platforms
The website, updated App Store listings, and redesigned app UI are all live — with thousands of drivers already using the product.
Infrastructure for growth
MyRaceLab now has the messaging framework, marketing assets, and UX foundations to scale acquisition and conversion systematically.
See the finished product
Visit the live MyRaceLab website and download the app to see the full scope of the work in action.