Problems
Fast growing company and its design debt
Thai Run started off as a small firm providing an online registration system for only a few running events annually. However, as its user base grows, so do the requirements from partners.
The race registration form that users had to fill became endless. Fields were added with no proper structure, resulting in a high drop-off rate.
Opportunity to Tie-in products and services from partners
The company views race registration as an opportunity to showcase partners’ offerings, ranging from bus tickets to other merchandise. It also aimed to support more payment options.
The need for inclusive design
Not only was there a lack of support for the English language, but the requirement of a 13-digit national ID in the form also exclude foreigners form participating in events.
Increasing demand for group purchases from corporates and organizations
While running is a solo sport for some individuals, corporations and groups perceive it as a bonding activity. There has been a growing number of inquiries about wholesale ticket purchases over the years. Moreover, an organizational purchase could be 100 times more impactful to the business than an individual one. Therefore, group purchases have become the new focus for Thai Run.
How might we create a registration system
for growth while supporting diverse users?
Proposed Solutions
