AMF1 Go: Reimagining the
Formula 1 Fan Experience
A conceptual design exploration for Aston Martin Formula One, focusing on how AI and personalization could transform fan engagement in motorsport.
My Roles
UX Designer
ML Engineer
Duration
3 Months
Deliverables
UX/UI Design
ML Prototypes
Tools
Figma, Python
Azure AI
The Challenge
Formula 1 teams face a unique challenge: maintaining deep fan engagement throughout the racing season while delivering personalized experiences at scale. This project explored how emerging technologies could create more meaningful connections between the team and its global fanbase.
Key Considerations
Fan Engagement
How might we maintain excitement between races and create more interactive experiences?
Global Audience
How can we personalize content for fans across different time zones and cultures?
Design Process
Research & Discovery
Conducted user interviews with F1 fans and analyzed data patterns to identify opportunities for AI integration.
- Fans desire more behind-the-scenes content
- Race weekends drive highest engagement
- Data-driven predictions highly valued
Technical Architecture
Developed ML models for content personalization while designing the user experience.
- Azure OpenAI integration
- Content recommendation system
- Real-time data processing
Prototyping & Testing
Created high-fidelity prototypes and tested ML models with real F1 data.
- UI/UX validation
- ML model accuracy testing
- Performance optimization
Design Showcase
Personalized Homepage
A dynamic home screen that adapts to user preferences and real-time race events, featuring AI-curated content and personalized race insights.
Live Race Hub
Real-time race tracking with interactive telemetry data.
Community Features
Fan engagement through live discussions and predictions.
Race Weekend Experience
Comprehensive race weekend coverage with real-time updates and interactive features.
Team Updates & News
Exclusive behind-the-scenes content and team announcements in an immersive format.
Proposed Solution
Key Learnings
User-Centered Design
Understanding F1 fans' unique needs was crucial for creating meaningful features.
Technical Feasibility
Balancing innovative features with technical constraints and performance requirements.
Brand Integration
Maintaining Aston Martin's luxury identity while creating an accessible experience.
Future Potential
Identifying opportunities for AI and personalization in sports applications.
Future Considerations & Impact
Vision for the Future
While this project remained in the conceptual phase, it laid important groundwork for future fan engagement initiatives. The research and prototypes demonstrated clear opportunities for technology to enhance the Formula 1 experience, particularly in markets where physical race attendance isn't always possible.
AR/VR Integration
Potential for immersive garage tours and virtual paddock experiences.
Web3 Opportunities
Digital collectibles and exclusive member experiences through blockchain technology.
Data Visualization
Advanced telemetry displays and predictive race analytics for deeper fan engagement.
Industry Context
This project coincided with Formula 1's broader digital transformation initiatives, as teams and organizers sought new ways to engage the sport's growing global audience. The concepts explored here aligned with industry trends toward more personalized, data-driven fan experiences.
The research and prototypes from this project contributed to ongoing discussions about the future of fan engagement in motorsport, particularly regarding the role of AI and personalization in creating more meaningful connections between teams and their supporters.