Hong Kong Jockey Club’s main organizational goal was to take a customer-focused approach to its product on the track and within the Adrenaline lounge. Through analysis and continuous data collection, management came to the conclusion that its main problem was a decline in horse racing betting revenues, which could be due to a number of factors. The first task in analyzing this problem was to determine the underlying cause behind the declining revenue. Based on our team’s research, we identified the main cause of declining revenues as being that its racing customers were aging, while younger fans said that the sport did not keep up with their modern, technology-savvy lifestyle. This younger demographic indicated that they interacted with content differently than the traditional horse racing fan in that they wanted information on-demand presented with texts and tables in an intuitive and highly interactive manner.