Creating a premier destination for racing history

When the Indianapolis Motor Speedway Museum undertook its historic renovation, they faced an extraordinary challenge: transform static displays into captivating experiences that would honor 114 years of racing legacy while engaging modern audiences.

The Challenge:

The museum needed to overcome exhibition fatigue and deliver interactive experiences that reflect the prestige of the world’s most famous racetrack. With stories spanning from 1909 to today—including IndyCar, NASCAR, safety innovations, traditions, and fan culture—the project required both technical sophistication and intuitive design to engage both newcomers and lifelong fans.
Primary Deliverables:

Kiosk Interactive Experiences at the Indianapolis Motor Speedway Museum:

Entry Level:

  • Pin Drop Welcome
  • Interactive Race Map
  • Borg Warner Trophy Interactive

Mezzanine Level:

  • IMS Timeline
  • Hall of Fame
  • Drivers of Indy
  • Brickyard 400
  • Other Races
  • IndyCar 101
  • Indianapolis Traditions
  • Safety Innovations
  • The Fan Experience

Created in partnership
with Balance Studios

+ Website:

GlindaGroup.com

+ Copywriting

+ Capabilities One Sheet

+ Workshop Info Sheet

+The ux solution

We designed twelve comprehensive interactive experiences with intelligent responsive functionality and unified navigation principles which focus on natural user interaction.

Smart Responsive Design: 

Most mezzanine experiences feature dual-screen layouts that automatically adapt to visitor flow. When two visitors approach, the interface expands across both screens. When space becomes crowded, it fluidly shrinks to single-screen operation. This responsive architecture offers optimal experience regardless of visitor density.

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Indycar 101
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Drivers-1
Drivers-2
User-Friendly Navigation Strategy:
 
Primary navigation consistently appears on bottom and right-side positions, enabling right-hand interaction without arms crossing the screen. This prevents visitors from blocking content for others and encourages natural, ergonomic engagement across all 12 experiences.
Museum-Integrated Design: 

Digital experiences are designed to complement, not compete with, physical exhibits. By following the museum’s brand architecture of black, white, gray, and red with universal typography, each interface feels integrated within its environment while maintaining a distinct interactive character.
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G3 - H61 - Fan Experience Quiz copy
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Development Workflow:

We created strategic interface frames in Figma, including opening screens, key interactions, mid-flows, and conclusion states, to provide a complete user journey visualization for client approval. After sign-off, Balance Studios programmed each experience, ensuring design fidelity within the content management system.

+ The Impact

Opening April 2025, this interactive retrospective transforms static racing history into a living legacy. Visitors don’t just learn about Team Penske—they step inside the story and discover the moments and decisions that built a dynasty.
The experience ensures Team Penske’s remarkable history commands attention across every screen, every zone, every moment—unified and flawless.