Castrol Cricket – UX Design for Performance Index Platform
CastrolCricket.com was a digital platform created by Castrol India to introduce the "Castrol Cricket Performance Index." The site analyzed the performance of cricket players and teams across international tournaments and leagues like the IPL, providing in-depth analytics, live scores, and expert insights to cricket enthusiasts. I collaborated with the brand's creative agency to align the design with Castrol's brand guidelines and worked closely with technologists to ensure a seamless, engaging user experience.
Problem
Cricket fans sought more than just match updates—they wanted in-depth analytics and real-time performance insights. The challenge was to design a user interface that presented detailed player data in an engaging and digestible manner, while integrating Castrol’s brand identity effectively.
Role
I served as the UX Designer and Front-End Creative Technologist for the project. My primary responsibility was to design an intuitive interface that made complex performance data easy to understand. I worked with the creative agency to align the site’s aesthetics with Castrol’s branding and collaborated with the development team to integrate live data and interactive features.
Design process
For this project, I collaborated closely with Castrol’s branding team, who had a deep understanding of the company’s identity but were less familiar with digital UI design and the nuances of Indian users. I helped bridge that gap by translating their vision into an intuitive, user-centric interface tailored for the Indian audience. Working alongside their team, I ensured the brand’s essence was maintained while adapting it for a digital platform. Additionally, I served as the connection between the design and development teams. By working closely with developers, I translated design ideas into incremental updates that could be efficiently integrated into the website. My role also involved constant coordination with the project manager, ensuring that the user experience was prioritized while aligning with technical constraints and project timelines.
Challenges
- Player Performance Index Visualization: I designed the layout and user interface to make the Castrol Cricket Index easily understandable, with clear visuals for performance metrics and comparison tools.
- Interactive Elements: Introduced live scores, match reviews, expert blogs, and fan contests to keep users engaged.
- Cross-Platform Design: Developed both web and WAP (mobile-friendly) versions to ensure that users could access the platform on multiple devices.
- Brand Integration: Seamlessly integrated Castrol’s branding across the site without detracting from the cricket analytics content.
- Innovative Badge System: Introduced the “Performance Index Badge” to help users quickly identify standout players.
Metrics
- Average Daily Unique Visits: 18,000+
- Average Daily Page Views: 250,000+
- Average Page Views per Visit: 12
- Bounce Rate: < 7%
Learnings
This project highlighted the importance of collaboration across multiple teams, from brand marketing to front-end development. The unique challenge was creating a data-heavy website that remained user-friendly, engaging, and in line with Castrol's brand identity.