Deva Racing

Deva Racing is a UK-based racehorse syndication company that makes the excitement of racehorse ownership more accessible by offering affordable shares in syndicates of various sizes. Working with leading trainers such as Hugo Palmer, Charlie Johnston, Ian Williams, Fergal O’Brien, and Wesley Ward, they manage horses across the UK, Ireland, Dubai, and the USA. Since their inception, Deva Racing has recorded over 110 flat winners and 125 national hunt winners, earning more than £2 million in prize money. Alongside successful results on the track, they provide their members with a rich ownership experience, including regular updates, stable visits, and involvement in the day-to-day journey of each horse.

For Deva Racing, I led the end-to-end UI/UX design process for their digital platform, ensuring the product aligned seamlessly with both business goals and user needs. I worked closely with project lead to define requirements, created intuitive and engaging interfaces, and crafted a user experience that reflected the premium yet accessible nature of their brand. Beyond design delivery, I collaborated directly with developers throughout the build phase providing detailed handoffs, clarifying interactions, and supporting implementation to maintain design quality. This close partnership ensured the final app not only looked great but also functioned smoothly, giving Deva Racing’s members an easy and enjoyable way to engage with their racehorse ownership experience.

Deva Racing needed a modern, user-friendly digital platform that could make racehorse ownership more accessible and engaging for its members. Their existing tools lacked the seamless experience and polished design required to reflect the premium nature of the brand and to effectively support communication, updates, and engagement with their syndicate members.

My design process for this project began with understanding Deva Racing’s brand, goals, and user needs through discovery sessions with stakeholders. I mapped out user journeys to identify key touchpoints where members interact with the platform and defined how the experience should feel premium, intuitive, and engaging. From there, I developed wireframes to establish structure and flow, iterating based on feedback to refine usability. Once the foundation was clear, I designed high-fidelity UI designs that brought the brand to life with a clean, modern aesthetic tailored to the racing community. To ensure smooth delivery, I worked closely with developers by creating detailed design specifications, providing assets, and staying engaged throughout implementation to resolve questions and maintain design quality. This collaborative, user centred-approach ensured the final product not only met business requirements but also provided a seamless and enjoyable experience for Deva Racing’s members.