Quick Accumulator
Quick Accumulator
Streamlining the betting experience to increase engagement and revenue
Streamlining the betting experience to increase engagement and revenue
Overview
This project focuses on optimizing the user experience for Accumulators and Bet Builder bets. These are high-risk bets with high odds that drive user engagement and business profit due to high margins for one of the leading betting platforms in the UK.
As a UX Designer, I led the design process from research through to implementation, focusing on creating an intuitive, seamless, and dynamic experience that balanced user needs with business objectives.
This project focuses on optimizing the user experience for Accumulators and Bet Builder bets. These are high-risk bets with high odds that drive user engagement and business profit due to high margins for one of the leading betting platforms in the UK.
As a UX Designer, I led the design process from research through to implementation, focusing on creating an intuitive, seamless, and dynamic experience that balanced user needs with business objectives.
This project focuses on optimizing the user experience for Accumulators and Bet Builder bets. These are high-risk bets with high odds that drive user engagement and business profit due to high margins for one of the leading betting platforms in the UK.
As a UX Designer, I led the design process from research through to implementation, focusing on creating an intuitive, seamless, and dynamic experience that balanced user needs with business objectives.
The challenge
Our goal was clear: increase engagement and revenue by simplifying a complex and fragmented user experience.
The existing process was complicated, with multiple pathways and interruptions, particularly for novice bettors. A key pain point was the Bet Builder, which required multiple steps and a confusing flow that discouraged completion.
The complexity was not as much of a barrier for experienced bettors, but for newer users, the interface felt overwhelming. The disruptive pop-up and multi-step process made placing an Accumulator bet more complicated than it needed to be.
As a result, user engagement was stagnating, and the potential for business growth was not being fully realized.
Our goal was clear: increase engagement and revenue by simplifying a complex and fragmented user experience.
The existing process was complicated, with multiple pathways and interruptions, particularly for novice bettors. A key pain point was the Bet Builder, which required multiple steps and a confusing flow that discouraged completion.
The complexity was not as much of a barrier for experienced bettors, but for newer users, the interface felt overwhelming. The disruptive pop-up and multi-step process made placing an Accumulator bet more complicated than it needed to be.
As a result, user engagement was stagnating, and the potential for business growth was not being fully realized.
Our goal was clear: increase engagement and revenue by simplifying a complex and fragmented user experience.
The existing process was complicated, with multiple pathways and interruptions, particularly for novice bettors. A key pain point was the Bet Builder, which required multiple steps and a confusing flow that discouraged completion.
The complexity was not as much of a barrier for experienced bettors, but for newer users, the interface felt overwhelming. The disruptive pop-up and multi-step process made placing an Accumulator bet more complicated than it needed to be.
As a result, user engagement was stagnating, and the potential for business growth was not being fully realized.
Our goal was clear: increase engagement and revenue by simplifying a complex and fragmented user experience.
The existing process was complicated, with multiple pathways and interruptions, particularly for novice bettors. A key pain point was the Bet Builder, which required multiple steps and a confusing flow that discouraged completion.
The complexity was not as much of a barrier for experienced bettors, but for newer users, the interface felt overwhelming. The disruptive pop-up and multi-step process made placing an Accumulator bet more complicated than it needed to be.
As a result, user engagement was stagnating, and the potential for business growth was not being fully realized.
Proposed solution by an external agency
Proposed solution by an external agency
Proposed solution by an external agency
Approach: understanding the user and the business
A crucial part of this journey involved collaboration with the Product Manager to ensure our exploration was comprehensive and aligned with both user needs and business goals.
I analyzed data from Google Analytics to assess user behaviour, specifically focusing on the conversion rate of users who visit the football page and place a Bet Builder bet.
I contacted the Customer Experience (CX) team to obtain post-betting surveys from Bet Builder users. The CX team gathers data from customer feedback, complaints, and issues, helping us identify areas for improvement and enhance the overall betting experience.
I held a workshop with a couple of colleagues to evaluate user pathways for the Bet Builder feature, identifying critical issues based on Jakob Nielsen's 10 Usability Heuristics.
In collaboration with a UX Researcher we have run unmoderated remote usability tests on Bet Builder to understand users' expectations and behaviours.
I used the HMW technique to identify ways to unify and simplify the betting experience process, increase turnover and improve customer satisfaction.
A crucial part of this journey involved collaboration with the Product Manager to ensure our exploration was comprehensive and aligned with both user needs and business goals.
I analyzed data from Google Analytics to assess user behaviour, specifically focusing on the conversion rate of users who visit the football page and place a Bet Builder bet.
I contacted the Customer Experience (CX) team to obtain post-betting surveys from Bet Builder users. The CX team gathers data from customer feedback, complaints, and issues, helping us identify areas for improvement and enhance the overall betting experience.
I held a workshop with a couple of colleagues to evaluate user pathways for the Bet Builder feature, identifying critical issues based on Jakob Nielsen's 10 Usability Heuristics.
In collaboration with a UX Researcher we have run unmoderated remote usability tests on Bet Builder to understand users' expectations and behaviours.
I used the HMW technique to identify ways to unify and simplify the betting experience process, increase turnover and improve customer satisfaction.
A crucial part of this journey involved collaboration with the Product Manager to ensure our exploration was comprehensive and aligned with both user needs and business goals.
I analyzed data from Google Analytics to assess user behaviour, specifically focusing on the conversion rate of users who visit the football page and place a Bet Builder bet.
I contacted the Customer Experience (CX) team to obtain post-betting surveys from Bet Builder users. The CX team gathers data from customer feedback, complaints, and issues, helping us identify areas for improvement and enhance the overall betting experience.
I held a workshop with a couple of colleagues to evaluate user pathways for the Bet Builder feature, identifying critical issues based on Jakob Nielsen's 10 Usability Heuristics.
In collaboration with a UX Researcher we have run unmoderated remote usability tests on Bet Builder to understand users' expectations and behaviours.
I used the HMW technique to identify ways to unify and simplify the betting experience process, increase turnover and improve customer satisfaction.
Example of the 'Our Horses' and 'Horse Profile' screens presented to the stakeholders
Example of the 'Our Horses' and 'Horse Profile' screens presented to the stakeholders
UX strategy
I organized a brainstorming workshop involving various departments such as branding and product managers to gather issues, ideas, and insights for improving our service balancing UX practices and business goals.
I organized a brainstorming workshop involving various departments such as branding and product managers to gather issues, ideas, and insights for improving our service balancing UX practices and business goals.
I organized a brainstorming workshop involving various departments such as branding and product managers to gather issues, ideas, and insights for improving our service balancing UX practices and business goals.
Iterative design process
I followed a phased approach to ensure we were building on solid foundations and minimizing the risk of major changes later on. Here’s how the process unfolded:
I followed a phased approach to ensure we were building on solid foundations and minimizing the risk of major changes later on. Here’s how the process unfolded:
I followed a phased approach to ensure we were building on solid foundations and minimizing the risk of major changes later on. Here’s how the process unfolded:
Cross-functional collaboration
Cross-functional collaboration
Cross-functional collaboration
I worked closely with Product Managers to ensure our design aligned with business goals, and with engineers to ensure technical feasibility. This collaboration ensured that we could deliver a solution that was both user-friendly and business-centric.
I worked closely with Product Managers to ensure our design aligned with business goals, and with engineers to ensure technical feasibility. This collaboration ensured that we could deliver a solution that was both user-friendly and business-centric.
I worked closely with Product Managers to ensure our design aligned with business goals, and with engineers to ensure technical feasibility. This collaboration ensured that we could deliver a solution that was both user-friendly and business-centric.
Sample questions from the stakeholders interviews
Unifying user journeys
Unifying user journeys
Unifying user journeys
I consolidated the user flows for all bet types into a unified experience to reduce friction and confusion. By simplifying the structure, users could navigate more seamlessly, regardless of the type of bet they placed.
I consolidated the user flows for all bet types into a unified experience to reduce friction and confusion. By simplifying the structure, users could navigate more seamlessly, regardless of the type of bet they placed.
I consolidated the user flows for all bet types into a unified experience to reduce friction and confusion. By simplifying the structure, users could navigate more seamlessly, regardless of the type of bet they placed.
Competitor Analysis
User testing & iterations
Once the wireframes were solidified, I created high-fidelity prototypes. These were tested with users to validate that the design worked as intended. We conducted several rounds of testing, focusing on flow, usability, and engagement. Key insights led to adjustments in language and UI elements to improve accessibility.
Once the wireframes were solidified, I created high-fidelity prototypes. These were tested with users to validate that the design worked as intended. We conducted several rounds of testing, focusing on flow, usability, and engagement. Key insights led to adjustments in language and UI elements to improve accessibility.
Once the wireframes were solidified, I created high-fidelity prototypes. These were tested with users to validate that the design worked as intended. We conducted several rounds of testing, focusing on flow, usability, and engagement. Key insights led to adjustments in language and UI elements to improve accessibility.
I simplified the language to make the product more inclusive, such as replacing "Betslip" with "Selections." This subtle change made the interface more intuitive and accessible for all users.
I simplified the language to make the product more inclusive, such as replacing "Betslip" with "Selections." This subtle change made the interface more intuitive and accessible for all users.
I simplified the language to make the product more inclusive, such as replacing "Betslip" with "Selections." This subtle change made the interface more intuitive and accessible for all users.
Key learnings
Stakeholder management
A stakeholder miscommunication on the delivery date was resolved via email confirmation. To prevent this, we recommend setting clear deadlines with PMs via email.
Stakeholder management
A stakeholder miscommunication on the delivery date was resolved via email confirmation. To prevent this, we recommend setting clear deadlines with PMs via email.
Stakeholder management
A stakeholder miscommunication on the delivery date was resolved via email confirmation. To prevent this, we recommend setting clear deadlines with PMs via email.
Stakeholder management
A stakeholder miscommunication on the delivery date was resolved via email confirmation. To prevent this, we recommend setting clear deadlines with PMs via email.
Managing expectations
Clearly communicate to PMs that any changes to requirements will extend the project timeline.
Managing expectations
Clearly communicate to PMs that any changes to requirements will extend the project timeline.
Managing expectations
Clearly communicate to PMs that any changes to requirements will extend the project timeline.
Managing expectations
Clearly communicate to PMs that any changes to requirements will extend the project timeline.
Open communication
Working with a defensive, secretive creative team taught me the value of open communication.
Open communication
Working with a defensive, secretive creative team taught me the value of open communication.
Open communication
Working with a defensive, secretive creative team taught me the value of open communication.
Open communication
Working with a defensive, secretive creative team taught me the value of open communication.