Research Approach

UX Research Backlog & Templates:

• Established a UXR backlog system to manage and prioritize research insights based on key criteria (e.g., critical issues, high-impact opportunities).

• Developed templates for research activities such as user interviews, survey design, and usability testing, ensuring consistency and scalability across projects.

• Integrated the backlog into the broader product roadmap, aligning research findings with feature prioritization and sprint planning.

Discovery & Problem Analysis:

• Conducted discovery sessions with users and stakeholders to identify core issues related to navigation and usability, such as poor event visibility and friction in task flows.

• Applied heuristic evaluation to uncover usability gaps and inconsistencies across the app interface.

• Performed competitor analysis to benchmark best practices for event discovery, loyalty programs, and payment processes in the sports betting industry.

• Designed and executed quick user surveys to gather feedback on key features such as event navigation, BetSlip usability, and onboarding flows.

• Integrated monthly customer insights reports into the design process, ensuring that real-time feedback informed ongoing feature improvements.

Usability Testing:

• Ran iterative usability testing sessions on prototypes, focusing on major touchpoints like the homepage, BetSlip, and registration flows.

• Testing sessions revealed improvements in task completion times, error reduction, and overall usability, which guided key refinements.

Data Analysis & Insights:

Combined behavioral data from analytics tools and CS feedback to prioritize and validate pain points, including event discovery drop-offs and task abandonment.

Integrated monthly customer insights reports into the design process, ensuring that real-time feedback informed ongoing feature improvements.

Design solutions

Design Solutions:

• Event Discovery Enhancements:

  • Designed "Top Events" and "Highlighted Matches" sections with visual cues to simplify event exploration.

  • Improved information hierarchy to help users quickly locate key competitions.

• Reward Tracking & Loyalty Improvements:

  • Introduced a progress-tracking mechanism for loyalty programs to boost user awareness and engagement.

  • Added personalized reminders to encourage participation and timely redemption.

• Onboarding Flow Optimization:

  • Streamlined the registration process with a step-by-step progress bar and simplified input fields.

  • Reduced cognitive load through clearer instructions and fewer required steps.

• Payment Flow Refinements:

  • Reorganized form fields and added contextual hints to help users complete payments accurately.

  • Shortened the steps needed to add payment methods, making transactions more seamless.

• BetSlip Redesign:

  • Addressed user frustrations around accidental bet deletions and confusing navigation.

  • Improved layout and feedback mechanisms to support a smoother betting process.

Results & Impact:

• Improved Event Discoverability & Engagement:

  • The introduction of the "Top Events" and "Highlighted Matches" sections helped users more easily find key events, leading to a noticeable increase in homepage interactions.

  • Users were able to navigate to key matches more efficiently, contributing to increased engagement and bet placements.

  • Flamengo vs. Atletico MG was a key example where event visibility improvements contributed to £2,648.31 in bets placed through the redesigned homepage.

• Enhanced User Experience:

  • Usability testing indicated fewer user errors and improved task completion times, particularly in navigation-heavy flows like event discovery, onboarding, and payment processes.

  • Monthly customer feedback reports showed a significant drop-off in negative feedback following the updates, especially in Brazil.

• Higher Bet Placements & Conversion Improvements:

  • Better event visibility and a more structured homepage layout contributed to an increase in bet placements, as users were able to navigate to their desired events faster.

  • Conversion data suggested a 15% improvement in bet placements from the homepage, though localized variations existed across different markets.

• Increased Loyalty Awareness:

  • The introduction of reward tracking made loyalty program progress clearer to users.

  • While direct engagement data was limited, qualitative feedback suggested that users had a better understanding of loyalty benefits after the feature update.

• Reduced Support Queries & Fewer Navigation Complaints:

  • Customer support teams reported fewer user complaints about navigation issues, indicating improved usability.

  • Though exact figures were not tracked, internal feedback confirmed a reduction in frustration points related to event discovery and BetSlip functionality.