H&C

Horse & Country (H&C) is a leading international equestrian media network, offering live sports coverage, training content, entertainment, and documentaries dedicated to horse lovers around the world. Available on TV, mobile, and digital platforms, H&C streams exclusive live events from major equestrian competitions, as well as educational content from top riders and trainers. With a strong global community and a focus on high-quality, on-demand programming, Horse & Country has become the go-to destination for equestrian fans seeking both sport and lifestyle content.

Horse & Country partnered with me to redesign their digital ecosystem including their website, mobile apps, and TV apps with the goal of creating a modern, seamless, and engaging user experience across all platforms. The challenge was to showcase their premium equestrian content in a way that felt accessible to both passionate fans and casual viewers, while also highlighting their unique value as the leading equestrian streaming service. The redesigned platforms needed to make discovering and watching live events, training, and on-demand shows effortless, inspire loyalty among their global audience, and ultimately drive subscriptions and viewer engagement.

Prior to the redesign, Horse & Country faced a number of challenges across their digital platforms that were limiting their ability to effectively connect with their audience and showcase their premium equestrian content. Their website, mobile apps, and TV apps were outdated, inconsistent in design, and not fully aligned with the expectations of a modern streaming service. Navigation was often confusing, making it harder for users to discover live events, training programs, and on-demand shows. The user experience varied across platforms, which weakened brand consistency and created friction for subscribers. In addition, the interfaces were not fully optimised for mobile and TV viewing, which impacted usability and engagement. These issues made it difficult for Horse & Country to build trust with new users, strengthen loyalty among existing subscribers, and ultimately drive growth in subscriptions.

The project began with a detailed discovery phase, including a kickoff call and brand immersion to understand Horse & Country’s mission, goals, and the unique requirements of their website, mobile apps, and TV apps. This was followed by a full audit of their existing platforms and competitor analysis to identify usability issues, gaps in navigation, and opportunities to better showcase their premium equestrian content. Using these insights, I created high-fidelity wireframes and UI designs that brought clarity, consistency, and a modern aesthetic across all platforms. The focus was on streamlining navigation, highlighting live events and on-demand shows, and ensuring the user experience felt seamless whether accessed on web, mobile, or TV. I carefully incorporated Horse & Country’s visual identity and messaging, while also optimizing layouts for different viewing contexts to deliver a cohesive multi-platform experience. Beyond design, I also collaborated with third parties and vendors to ensure the technical delivery of the project. This included working closely with development teams to integrate APIs, data feeds, and a robust CMS system, ensuring that content management was efficient and that the platforms were powered by reliable, scalable technology. Throughout the process, I provided guidance, design support, and quality assurance, ensuring that the final products not only reflected Horse & Country’s brand vision but also delivered a smooth, engaging, and user-friendly experience for their global audience.