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The case with the Hong Kong Jockey Club proves that significant changes can help in overcoming the difficulties. As a matter of fact, changes can be seen as a guiding power for the improvement and optimization of the working process. The talented leader, systematic control, and appropriate manager techniques are important tools that can bring every company or project towards success. The primary purpose of the paper is to examine the case with the Hong Kong Jockey Club, draw attention to the problems and solutions, and to highlight the significance of empathy and enthusiasm in the problem-solving process.
According to the approaches of design thinking, the first action that needs to be taken for the company to implement changes successfully is to figure out the potential needs and desires of the customer and how they view the product. The understanding of the needs of the stakeholders helped the Hong Kong Jockey Club to improve the work and attract new people. There are no exact rules that every company should follow to achieve success; however, due to the set of tips created by design thinking, the Honk Kong Jockey Club reached its goal. All they had to do is to adjust the system to their project and environment. The company went through four stages of the modernization process, namely understanding, observation, visualization, and iteration.
The stage of understanding provides critical information regarding the issues that had to be solved to make progress. The company identified the core problems that had to be managed. First and foremost, it should be pointed out that the company decided to become customer-centric. The understanding that the service should be improved for the business profit led to a deeper understanding of the significance of making service improvement one of the fundamental goals for the company. The leader decided to address the needs, preferences, and expectations of the clients. The next problem that the company faced was strongly connected to the age of the customers.
The team found out that aging customers were the target group. Young people state that this sport does not fit into the modernization process and has nothing to do with the technologic advantages. The primary aim of the team during the stage of understanding was to identify the current and potential customers, their needs, and expectations. The other crucial challenge was the lack of information — the complexity of the game affected the interest of potential customers negatively. The only way to eliminate the problem was to create something that could contribute to a better understanding and ease the game.
Taking into consideration the stated above the stage of the process understanding, the company moved on to the observation. After identifying the problems, it was important to proceed to the observation phase. It is significant to stress that the Hong Kong Jockey Club aimed to examine and analyze the target segment. Interviewing the customers is a good approach that can be used; the observation, however, can provide a deeper understanding of what people need. The team found out that the younger generation was significantly dependent on technical progress and valued fun and social activities. The best idea to spend time for young people is to gather around the table with friends, socialize, and to have dinner.
Learning more regarding the needs of young and aging customers, the Club received the needed information that could be a guide for the successful implementation of changes within the company. The Club consulted experts to implement certain changes. Different people view the problem differently, and their outlook is reflected in their solutions.
The next step was the visualization of the outcome. The advanced usage of multi-technologies contributed to the positive results in the future. The Club had a clear viewpoint concerning the changes that should be made and the role of the innovated technologies in the process. Multi-touch tables, screens, and comfortable interface contributed to a better understanding of the game. Addressing the needs and expectations of the customers, the Club aimed to eliminate possible difficulties and ease the game, making it more comfortable for people. However, it should be stated that all the solutions to the identified problems were in progress as people can always get even better insights by analyzing and brainstorming the issue numerous times. The managers of the Hong Kong Jockey Club believed that visualization is an essential part of the project.
Every idea had to be transformed into reality and analyzed. The visualization aspect helped to figure out what changes matter and should be implemented as soon as possible. The team had to record all the ideas, no matter if they were abstract or not. The extensive usage of the diagrams, tables, and charts contributed to a better understanding of how the idea can be turned into reality.
Although creativity can be considered as an essential element that should be used while making changes or running a business, one should not forget that empathy and enthusiasm play a significant role while solving design problems. It should be highlighted that empathy is what people value most. One of the best ways to achieve success in business is to take into account the needs of the customers and try to do the best to meet their expectations. The case with the Hong Kong Jockey Club proved the stated above argument. Adjusting the system of business to the clients will attract new target groups and contribute to the success of every project.
Customers feel when they are respected and appreciated. The business should be centered on the customers as they can determine the success of the business in general. The Club chose the customer-centric approach and examined the needs of the customers carefully. The IBU project addressed to the modernization of the game, informational support, and making the horse racing enjoyable, comfortable, and easy to understand. The IBU project lasted twenty-four months and was supported by stimulating enthusiasm. At the beginning of the project, not every team member could see the outcome and understand that all the changes are possible for the implementation. The work managers tried to change the situation by creating a friendly, open, prolific, creative, and disciplined working atmosphere. Visualization, recording of the ideas, and a deeper understanding of the Club strategy contributed to the enthusiastic environment within the Club.
In the world of technical progress, where everything changes overnight, the Club approved the strategy and investment plan. The pivotal objective of the team was to examine the market of the new technologies carefully and to understand what should be used to meet the aims of the Club. This task encouraged people to come up with ideas and to develop the project. The tense competition supported the desire of the team to create something that would be different from any other company. Building prototypes allowed the Hong Kong Jockey Club to become agile. The team believed that the investments could bring the company to success and to attract new customers.
The IBU project was developed to make changes. The project could be divided into four significant phases, namely the conceptual development, prototyping, development by the partner and the in-house team, and installing the technology. Understanding what should be changed and what expectations should be met consequently led the team towards the brainstorming approach.
One of the most significant but, at the same time, the most difficult part of the project was the development of the smart table that would allow the clients to track the game with ease. Although the simplicity was essential for the team, they could not keep to this principle while designing the inner structure of the table. The hardest thing was to implement a real-time informational display. The technical part of the problem was difficult and multifaceted.
The plan had to be strictly followed to eliminate the possible drawbacks of the technological side of the issue. The managers stated that their goal was to provide the customer with a confident game after no more than seven attempts. The best solution was to reduce the stages of the game to three, namely analyzing the contestants, making the decision concerning the bet, and making a bet. The pivotal objective of the team was to simplify the game and help the unexperienced customers to rely on their intuition. The traditional way for the customer to receive the information was the printed brochures. The parameters of making the debt were reduced to four after numerous consultations with the experts. The reduction of the bet types to five the most popular also contributed to the simplification of the game.
Making the process of placing the bet easier and faster, resulting in changing the system of payment, changing it to the smart card approach. The team hoped that all the simplifications would attack the inexperienced players. The team members of the Hong Kong Jockey Club believed that only the breakthrough could lead them towards prosperity.
In conclusion, it should be stressed that the Club used all the possible approaches and methods to achieve the best results. The understanding that business should be focused not only on the current customers but also on the potential ones led the team towards success. The primary goal, satisfaction of the needs, and expectations of the customers was a guiding power towards success. I do not profess to be an expert regarding the subject, but I am strongly convinced that the Club should not be overwhelmed by the success.
Technical progress changes the way people percept the world and their attitude towards hobbies or interests. People change every day. The only way for the business to succeed is to adjust to the changes and catch up; it should be an unstoppable process. The case with the Hong Kong Jockey Club proves the significance of the implementation of different approaches to the business strategy and shows that everything is possible; all it takes is effort and confidence in success.
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