We needed to position Betbull as a competitor in the sportsbook market by creating user-centric software that would communicate clearly, hold its own against tier 1 competitors and entice and retain new younger users. We needed to build a coherent, useable design system while completely reassessing the UX/UI, improving user flows across the web/native as well conversion and retention rates across Accas and Social bet usage.
Services: Low/High Fidelity Prototyping – Competitive Mapping – Brand Exploration – Product Design – Journey Mapping – Design System – Stakeholder Interviews – User Testing – Icon Design – Analytics
Once we’d conducted our initial research, and produced correct and incorrect low-fidelity user flows we were able to take a methodical step in the right direction. Moving the correct choices forward and applying affordances that would minimise slips, and mistakes, ultimately delivered an enjoyable product to our users while facilitating the team’s goal to increase Social and Acca usage.
Social Betting was fundamental to what made Betbull a unique sportsbook, however, on the back of our qualitative and quantitative research we knew it could perform at a much higher level - to do this we created an entirely new social environment to enjoy - starting at an atomic level we designed new UI/UX within this the user could build networks of quality ‘Bulls’ and seamlessly identity Accas and opportunities to place social bets.
Social Bet: 30% increase – Acca: 40% increase
The Betbull spin wheel was also completely revamped - I championed and pushed through a new UX that had more empathy for the needs of the web user, enabling them to place a bet and spin the wheel while in full view of the feed, increasing Inplay bets and number of bets placed in a single visit.
Requested User Testing and began to identify key levers.
Personally conducted stakeholder interviews to get a comprehensive understanding of the strengths and weaknesses of the new product in all areas of the business.
Motivation – Value Proposition – Product Understanding – Trust: credibility & legitimacy – Usability & Findability