Mudslinger Events is a beloved organization for mountain bike and gravel cyclists but after years of running races, the website was laden with information and the user flow felt complicated for registrants. The founder, Mike Ripley, wanted to make his website more intuitive for first-time racers and encouraging for first-time female cyclists. The other goal was to sell out the Triple Crown tickets.
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We sat down with Mike Ripley, the founder of Mudslinger Events, to figure out how he felt about his current website and what his goals were for the Triple Crown and race registration in general. He had heard from many racers that there was confusion around the race details and particularly around the scoring for the Triple Crown participants.
During our user interviews, we learned from first-time racers that making the decision to register had been difficult because they felt like there was missing information or hidden information. For those taking part in the more competitive Triple Crown classification, there were many questions about how the timing worked and how the scoring worked.
It was quite clear that the cost of doing nothing was the numbers staying the same, assuming past racers kept returning.
We discussed different ways to grow their registrants, particularly for the Triple Crown, and decided to focus on streamlining the Triple Crown registration page.
We worked with Mike to figure out the value of participating in the Triple Crown. We showcased the values and advantages of signing up for the triple instead of just a single event. We then chatted with past racers to sort the information they needed to make the decision to register.
His team then worked on grouping the important information and deciding what additional details could be provided in a PDF that could easily be downloaded from the website. This helped the majority of people avoid overwhelm and helped assuage those who needed all the information upfront.
His team also worked on creating more marketing materials for the Triple Crown and pushed it's page to the top of their race navigation menu.
We plotted out the upcoming race season, discussing what it would look like to sell out as soon as the tickets were available.