Quick Accumulator
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.
Original software design
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.
User research findings
Heuristic Evaluation raiting
Minimum requirements for MVP - first iteration
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.
Final outcome from the workshop
Competitor analysis
I conducted a competitor analysis to identify strengths, weaknesses, and market gaps. This helped me determine areas for product improvement and assess industry standards. I noticed that Bet 365 and Paddy Power automatically generate and prioritize Bet Builder/Accumulator bets in the bet slip, a trend likely to become the new industry standard.
I conducted a competitor analysis to identify strengths, weaknesses, and market gaps. This helped me determine areas for product improvement and assess industry standards. I noticed that Bet 365 and Paddy Power automatically generate and prioritize Bet Builder/Accumulator bets in the bet slip, a trend likely to become the new industry standard.
I conducted a competitor analysis to identify strengths, weaknesses, and market gaps. This helped me determine areas for product improvement and assess industry standards. I noticed that Bet 365 and Paddy Power automatically generate and prioritize Bet Builder/Accumulator bets in the bet slip, a trend likely to become the new industry standard.
Current flow v new flow
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:
Building a Solid Foundation
Building a Solid Foundation
Building a Solid Foundation
I started by sketching and iterating on over 20 user journeys. These wireframes focused on reducing cognitive load and simplifying the process, ensuring users could follow a logical path without confusion.
In the wireframing phase, I intentionally designed the most comprehensive solution to establish a solid foundation and avoid drastic changes later on.
I started by sketching and iterating on over 20 user journeys. These wireframes focused on reducing cognitive load and simplifying the process, ensuring users could follow a logical path without confusion.
In the wireframing phase, I intentionally designed the most comprehensive solution to establish a solid foundation and avoid drastic changes later on.
I started by sketching and iterating on over 20 user journeys. These wireframes focused on reducing cognitive load and simplifying the process, ensuring users could follow a logical path without confusion.
In the wireframing phase, I intentionally designed the most comprehensive solution to establish a solid foundation and avoid drastic changes later on.
This wireframe was shared in the initial stakeholder meeting to assess technical feasibility.
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.
The test results revealed no significant functionality issues. While some training will be required, the system proved intuitive, even for first-time users.
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.
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.
Design system
Design system
Key learnings
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.