Case Study #4: Formula 1

Global Consumer Web Mobile & Native App Transformation

FORMULA 1 - GLOBAL CONSUMER WEB, MOBILE & NATIVE APP TRANSFORMATION

EXECUTIVE SUMMARY

Led Product discovery and Product/Business Analysis delivery leadership for Formula 1's post-acquisition digital transformation, helping shape a connected consumer web, mobile and native app ecosystem. Combined direct fan research, premium subscription proposition development, cross-functional team leadership and technical Product delivery across real-time racing experiences and headless content architecture. Helped translate ambitious commercial and customer objectives into defined programme scope, prioritised requirements and coordinated delivery.

ENGAGEMENT SNAPSHOT

Client: Formula 1
Engagement: Digitas UK (Publicis Groupe)
Engagement Role: Lead Digital Product Manager
Period: October 2017 – July 2018
Sector: Sport / Media / Entertainment
Scope: Global consumer web, mobile and native iOS/Android experiences, premium subscription propositions, real-time racing products and content platform modernisation
Capabilities: Product Strategy, Consumer Discovery, Technical Product Management, Business Analysis Leadership, Scrum Master Responsibilities, Stakeholder Alignment, Delivery Governance
Technology: Contentful, Scribble Live, Adobe Experience Manager (AEM), API-led content and data integrations, real-time data services

CONTEXT

Following its acquisition by Liberty Media, Formula 1 embarked on a major transformation of its digital products, seeking to strengthen relationships with fans and develop new opportunities for engagement and commercial growth.

Its digital ecosystem served an international audience with markedly different needs. During race weekends, fans expected immediate information, live updates, racing statistics and rich editorial coverage. Between events, audiences engaged through news, analysis, team and driver content and other entertainment experiences.

The programme needed to support both accessible, high-engagement experiences for the wider fan base and differentiated propositions for premium subscribers.

It also required a more flexible content and technology foundation capable of supporting consumer websites, mobile experiences and native iOS/Android applications.

CHALLENGE

The challenge was to evolve an established digital estate into a more coherent, customer-centred Product ecosystem while supporting the exceptional demands of live global sport.

The programme needed to reconcile different fan needs, free and premium propositions, multiple customer channels and commercial priorities.

Real-time racing products introduced complex requirements around data availability, caching, resilience, performance and continuity of service during periods of intense demand.

Legacy Adobe Experience Manager dependencies also constrained the flexibility of content delivery and cross-platform Product development.

Successful execution required close alignment between Formula 1 Product Managers, agency teams, UX, Engineering, Architecture and Delivery, turning ambitious strategic objectives into implementable requirements and coordinated workstreams.

ENGAGEMENT MANDATE

Working through Digitas UK (Publicis Groupe), the Lead Digital Product Manager role combined strategic Product discovery, technical Business Analysis and cross-functional delivery leadership.

Helped define the programme's delivery proposition and Statement of Work, connecting fan insight, proposed customer experiences, technical complexity and commercial priorities.

Led a blended four-person Business Analysis team comprising three Digitas Business Analysts and one Formula 1 Business Analyst.

Coordinated requirements, backlogs, dependencies, governance and release decisions with Formula 1 Product Managers, while performing Scrum Master responsibilities during delivery.

APPROACH & DELIVERY

Fan Discovery & Consumer Proposition Development

Conducted direct audience interviews, customer journey analysis and persona development to understand how different fans engaged with Formula 1 before, during and after race weekends.
Worked with Formula 1 leadership, Product stakeholders and target audiences to explore motivations, pain points and expectations across digital channels.
Used these insights to help shape differentiated propositions for mass-market fans and higher-value premium subscribers, connecting customer needs with content experiences, technical feasibility and commercial opportunities.

Product Strategy, Programme Scope & Commercial Alignment

Helped shape the programme Statement of Work and delivery proposition, translating discovery findings and target customer experiences into priorities, requirements and a workable agency/client delivery model.
Worked with Formula 1 Product Managers, Commercial, UX and technical stakeholders to align programme scope, roadmap inputs, delivery sequencing and dependencies.
Contributed to supplier scope and Statement of Work activities, connecting strategic ambition with delivery expectations and technical constraints.

Product & Business Analysis Team Leadership

Led the blended four-person agency/client Business Analysis team day to day, coordinating requirements gathering, technical analysis, backlog development and delivery priorities.
Facilitated daily stand-ups and Scrum Master activities, maintaining visibility of progress, blockers and cross-team dependencies.
Coordinated extended weekly Product/BA planning with Formula 1 Product Managers, aligning roadmaps, requirements, governance activities and release decisions.
Worked alongside UX, Engineering, Architecture and Delivery teams to translate Product needs into technically implementable work.

Real-Time Racing Products & Technical Requirements

Worked with Engineering and Architecture on premium real-time racing experiences, translating complex live-data requirements into Product and delivery decisions.
Addressed caching, resilience, performance, continuity of service and API-led integration considerations for high-demand race-weekend experiences.
Balanced the ambition for rich, responsive fan products with technical feasibility, scalability and operational reliability.

Headless Content & Cross-Platform Delivery

Supported the delivery of a headless Contentful architecture using reusable content components across web, mobile and native channels.
Delivered Contentful and Scribble Live capabilities as part of the programme's evolution towards more flexible content publishing and digital experiences.
Worked across Product and technical teams to support the phased reduction of legacy Adobe Experience Manager dependencies, aligning content architecture with differentiated customer experiences and ongoing platform development.

OUTCOMES

Research-informed fan propositions: Direct audience research, journey analysis and personas informed differentiated experiences for wider fan audiences and premium subscribers.
Defined programme direction: Helped shape the Statement of Work, Product priorities and delivery approach for a complex digital transformation.
Four-person BA team leadership: Directed three agency Business Analysts and one Formula 1 Business Analyst across requirements, dependencies and delivery activities.
Improved Product/delivery alignment: Established regular coordination with Formula 1 Product Managers across backlogs, roadmaps, governance and release decisions.
Modernised publishing capabilities: Delivered Contentful and Scribble Live capabilities, supporting reusable content and reduced reliance on legacy AEM functionality.
Technically informed Product delivery: Defined requirements addressing real-time racing information, resilience, performance and continuity of service across consumer digital experiences.

WHY IT MATTERED

Formula 1's transformation was not simply about replacing a CMS or rebuilding customer interfaces.

It required a deeper understanding of global fan behaviour, differentiated consumer propositions, live-data complexity and the technical foundations needed to support high-demand digital products.

The engagement demonstrated the ability to connect strategic Product discovery with hands-on technical analysis, multidisciplinary leadership and delivery execution, turning complex commercial and customer objectives into a coordinated Product programme.

CAPABILITIES

Product Strategy · Consumer Discovery · User Research · Customer Journey Mapping · Technical Product Management · Business Analysis Leadership · Scrum Master Responsibilities · Digital Transformation · Premium Subscription Propositions · Web & Native Mobile Products · Real-Time Data · API Integration · Headless CMS · Contentful · Scribble Live · Adobe AEM · Delivery Governance

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