The Still Brandworks

August 14, 2013 08:00 ET

The Inside Track: A Revealing Look at the Design Process and Technology Behind the Future of Predictive Dashboards in F1 Racing

VANCOUVER, BRITISH COLUMBIA--(Marketwired - Aug. 14, 2013) - The Still Brandworks, a Vancouver-based design studio, has created a series of future-concept dashboards in collaboration with SAP and McLaren F1.

HANA, an SAP technology, enables McLaren's existing systems to process data 14,000 times faster than before, allowing the racing team to run real-time analysis, make more accurate predictions, and guide their drivers while the cars are on the track. The dashboards explore how SAP HANA's big-data technologies and predictive data visualization can improve driver performance and decision making for the Vodafone McLaren Mercedes Formula 1 Team.

"The staggering number of factors that the McLaren team and drivers must consider made for an interesting design challenge," said Ilia Naimagon, the project lead. "We were tasked with effectively communicating predictive insights and actionable information, while minimizing visual noise."

For an in-depth look at the design process and considerations behind the dashboards, as well as a short film with more detail about the project, visit

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