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Australian Formula 1 Grand Prix Digital Experience

“We’re so happy with everything so far and the approach Carter has taken, we really appreciate the update and all the hard work.”

Arthur Gillion, General Manager

The Brief

Helping reinvent the Formula 1 Australian Grand Prix experience through digital transformation.

Everyone loves a new beginning. When Melbourne opens its doors to the world in 2021, new hopes and dreams can turn to reality, rivalries on the track are realised, and the stage is set for an unforgettable start to the F1 season. 

With this powerful state of mind, we set out to deliver an electrifying atmosphere digitally, one which reflects the incredible and sophisticated experience of the F1 Australia Grand Prix.

We partnered with an icon of Australia, motorsports to reimagine for a new generation of fans and the digital future of sports.


We aimed to bring the world the Formula 1 closer to the current, occasional, and new fans through building cultural relevancy and associations with passion points and references outside of the sport via music, fashion and film. 

By creating a platform to deliver relevant and dynamic content, the F1 Grand Prix brand and message can be delivered seamlessly based on the audience’s interests, location, and the time prior, during, and post the event.

The new digital platform activates engagement and creates anticipation months in advance, helping to drive participation and interest.

Through widening the digital exposure of the F1 Australian Grand Prix, we’re able to increase attendance, raise revenue and engage first-time patrons to further growth.


Four days, +2.82 million visitors and viewers

More than the race, we’re now able to engage audiences 365 days a year

Bringing the World of motorsport closer to current, occasional and new fans

Creating cultural relevancy and associations with the passion of the sport via music, fashion and film


The new platforms deliver a well-considered, tactile, and transparent information architecture helping to transform the perception of ticket scarcity and overcomes the distance and price barriers. 

By reimagining the customer experience and dramatically simplifying a complex and business-focused ticketing tool enabled greater audience engagement and increased purchase.


With the event globally recognised, it is an opportune moment to propel the brand forward. Enabling growth for both in new ways and activated new audiences, places globally to the sports in Australia and expanding the love and passion with existing fans required impeccable execution.

Growing audiences from exploration to conversion, persuading people on the peripherals of Formula 1 to become lifelong loyal customers is no small feat.

Championing a roadmap for ongoing engagement, enhancements, support strategy, and maintenance with AGPC for the years ahead.

Through widening the exposure to each event, we’re able to increase attendance, raise revenue and engage first-time patrons to further growth. 

Delivering a considered, tactile and transparent information architecture helps change the perception of ticket scarcity and overcomes global distances and price barriers. 

Re-imaging the customer experience through a dramatically simplified ticketing tool enables excellent audience engagement and purchase.

The platform now delivers relevant and dynamic content based on an audience’s interests, location and the time pre, during, and post-event delivers a seamless experience; it activates engagement and creates anticipation months in advance.

Australian Grand Prix digital platform is now the benchmark in Formula 1.



Digital Experience and Transformation of the Australian Ballet

Using drones and artificial intelligence to transform an industry — Skand

Responsive Corporate Website Strategy — Interactive

Engaging home screen
Event Experience
digital transformation
multi-site experience
Ticket pathway
event information

Who are Carter?

Principals, James Noble & Paul Beardsell, are leaders in experience design.

We put people ahead of everything else, meaning our solutions transform the way customers interact with businesses in a rapidly changing digital world.

As on of Australia’s largest independent experience design agency, we select the right technology to deliver the right digital outcome to surprise and delight the people using them. This enables our partners to exceed their customers’ needs and grow their connection with them.

We have achieved sustained success in a world where technology, expectations and customer behaviour is constantly evolving. Our solutions constantly adapt to meet new trends and ensure our products remain vital.

We have won numerous accolades and awards on behalf of our clients since 2005 as acknowledgement of the consistent results we deliver.

Diverse Experise

Our fine folk sit at recycled timber desks, type on keyboards powered by rechargeable batteries, walk on carpet made from recycled tyres and plastic bags. They breathe air created by an in-office garden and drink tea heated by an environmentally-friendly kettle.

Carter is full service experience design agency that knows organisations are subject to all sorts of variables. We not only experienced, but big enough to respond to changing requirements by re-deploying resources as required.

We are an inclusive agency. While all based in Australia, we speak 19 languages and are a global team hailing from countries including Japan, China, Indonesia, Thailand, Iraq, New Zealand, India, Russia, France, Germany, United Kingdom and Ireland. This expanse of experience allows for creative thinking and a true user-first approach, allowing us to solve complex problems and deliver simple real-life solutions daily.

Principal, James Noble, hand-crafted the fitout and furniture from recycled timber, layered and sealed using biodegradable glue. Now that’s commitment. 

UX Melbourne website design and development
Digital strategies and UX creative solutions.
Award winning UX agency in Melbourne
Think of creative user experience as ergonomics for your eyeballs.

Our Services

Speaking 19 languages and hailing from 11 countries, we produce the highest possible user experience for your business and target audience. Our creative thinking and innovation enables us to solve complex problems and provide effective global digital solutions.


- Your Vision -

It all starts with a discovery session where we will chat about your vision, requirements and expectations for your digital presence.

  • User experience (UX) recommendations
  • Technical and Information architecture (IA)
  • Digital marketing strategy
  • Content strategy
  • Customer experience 
  • Competitor research and analysis


- It's Alive -

Translating your creative ideas into workable concepts, crafting the user experience, building strong, lasting solutions.

  • Creative direction
  • Information architecture
  • Digital strategy
  • Service Design
  • Wireframing & user experience
  • Concept design


- Lift Off -

We architect and develop, optimise the experience, test and launch. We then analyse, act on results and offer ongoing support.

  • Commerce development
  • Third party API intergration
  • Search engine optimisation
  • Data & Analytics
  • Social media integration
  • 1 on 1 Training

Want to get started?

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