Contextual Bet Tracking
Contextual Bet Tracking
Contextual Bet Tracking
Responsibility
Responsibility
Product Designer
Product Designer
Duration
Duration
9 Weeks
9 Weeks
Team
Team
1 UX Researcher, 2 PMs, 2 Data Analytics, 9 Developers
1 UXR, 2 PM, 1 DA, 8 Devs
Our cross-functional team bridged the gap between sports and bet tracking experience.
Leveraging the Double-Diamond approach, we pinpointed the problem, embraced creative solutions, and delivered a seamless experience that boosted user engagement.
Our cross-functional team bridged the gap between sports and bet tracking experience.
Leveraging the Double-Diamond approach, we pinpointed the problem, embraced creative solutions, and delivered a seamless experience that boosted user engagement.
User Retention Rate
User Retention Rate
DAY 7
DAY 7
70.4%
70.4%
DAY 14
DAY 14
62%
62%
DAY 30
DAY 30
45%
45%
Page Visit
Page Visit
UP BY
UP BY
63.7%
63.7%
Problem
Problem
Problem
There is a gap between live games and live sports experience!
There is a gap between live games and live sports experience!
There is a gap between live games and live sports experience!
Originally, the live sport and bet tracking experiences were offered separately on two apps: theScore and theScore BET.
Originally, the live sport and bet tracking experiences were offered separately on two apps: theScore and theScore BET.
Originally, the live sport and bet tracking experiences were offered separately on two apps: theScore and theScore BET.
theScore (TSM)
theScore (TSM)
theScore (TSM)
Media app covering news updates and scores information on different sports and leagues.
Media app covering news updates and scores information on different sports and leagues.
Media app covering news updates and scores information on different sports and leagues.
theScore BET (TSB)
theScore BET (TSB)
theScore BET (TSB)
Sportsbook offering betting market and bet tracking experience.
Sportsbook offering betting market and bet tracking experience.
Sportsbook offering betting market and bet tracking experience.
Because of that, our betting users have to constantly navigate between two different apps to track their game and bet progress.
Because of that, our betting users have to constantly navigate between two different apps to track their game and bet progress.
Because of that, our betting users have to constantly navigate between two different apps to track their game and bet progress.
check bets
check bets
Follow Sport
Follow Sport
check bets
check bets
Follow Sport
Follow Sport
……
Which is indeed painful! Let's help our users…
Which is indeed painful! Let's help our users…
Which is indeed painful! Let's help our users…
Goal
Goal
Goal
"Let's introduce the easiest and most seamless bet tracking experience!"
"Let's introduce the easiest and most seamless bet tracking experience!"
"Let's introduce the easiest and most seamless bet tracking experience!"
If we remove the friction, we should see an increase in user engagement with bet tracking.
If we remove the friction, we should see an increase in user engagement with bet tracking.
If we remove the friction, we should see an increase in user engagement with bet tracking.
Creating Solutions
Creating Solutions
Creating Solutions
Diverging with wild brainstorm, converging with prioritization and trade-offs.
Diverging with wild brainstorm, converging with prioritization and trade-offs.
Diverging with wild brainstorm, converging with prioritization and trade-offs.
STEP 01
STEP 01
STEP 01
Brainstorm workshop
Brainstorm workshop
Brainstorm workshop
What's the idea bet tracking experience?
What's the ideal bet tracking experience?
What's the ideal bet tracking experience?
STEP 02
STEP 02
STEP 02
Create themes of ideas
Create themes of ideas
Create themes of ideas
STEP 03
STEP 03
STEP 03
Prioritization Exercise
Prioritization Exercise
Prioritization Exercise
Roadmap
Roadmap
Roadmap
3 phases, balancing user benefits, cost and risk mitigation.
3 phases, balancing user benefits, cost and risk mitigation.
3 phases, balancing user benefits, cost and risk mitigation.
Success benchmark
Success benchmark
Success benchmark
01
01
Page Visit Rate
Page Visit Rate
(During live games)
(During live games)
+15%
+15%
02
02
Cash Out Activities
Cash Out Activities
+10%
+10%
Socialization with fellow teams
Socialization with fellow teams
Socialization with fellow teams
Let's address concerns for any team that might be impacted.
Let's address concerns for any team that might be impacted.
Let's address concerns for any team that might be impacted.
Concern 01
Concern 01
We're inserting betting content in non-betting focused areas.
We're inserting betting content in non-betting focused areas.
Our Promise
Our Promise
Non-betting users (their main user cohorts) will not be impacted
Non-betting users (their main user cohorts) will not be impacted
Non-betting users (their main user cohorts) will not be impacted
Concern 02
Concern 02
There is still concern that this feature will trigger negative user sentiment.
There is still concern that this feature will trigger negative user sentiment.
Our Promise
Our Promise
We can mitigate the risk by starting with a controlled release to a smaller user cohort.
We can mitigate the risk by starting with a controlled release to a smaller user cohort.
We can mitigate the risk by starting with a controlled release to a smaller user cohort.
Concern 03
Concern 03
There will be future cross-team dependencies on roadmap and code.
There will be future cross-team dependencies on roadmap and code.
Our Promise
Our Promise
We will loop them in along the process to maximize transparency and collaboration.
We will loop them in along the process to maximize transparency and collaboration.
We will loop them in along the process to maximize transparency and collaboration.
Design Process
Design Process
Design Process
A collaborative and iterative process, pushing through various challenges.
A collaborative and iterative process, pushing through various challenges.
A collaborative and iterative process, pushing through various challenges.
Kicking Off the Design
Kicking Off the Design
Kicking Off the Design
I started off by communicating the project overview, expectations and deliverables.
I started off by communicating the project overview, expectations and deliverables.
I started off by communicating the project overview, expectations and deliverables.
The Misalignments
The Misalignments
The Misalignments
What information should be above the fold?
What information should be above the fold?
Product Manager
"Let's prioritize the money value and the cashout action"
"Let's prioritize the money value and the cashout action"
Me (UX)
"Bet progress and status are more useful for users"
"Bet progress and status are more useful for users"
Product Manager
"Let's prioritize the money value and the cashout action"
"Let's prioritize the money value and the cashout action"
Me (UX)
"Bet progress and status are more useful for users"
Drive Alignments
Drive Alignments
Drive Alignments
WHY we should prioritize bet progress?
WHY we should prioritize bet progress?
WHY we should prioritize bet progress?
01
What's the unique advantage of TSM app?
What's the unique advantage of TSM app?
"LIVE SPORT INFORMATION!"
"LIVE SPORT INFORMATION!"
02
The technical and legal constraints limit the room for improvement for cashout actions.
The technical and legal constraints limit the room for improvement for cashout actions.
03
Pulling stats: How often do users like to cash out?
Pulling stats: How often do users like to cash out?
01
What's the unique advantage of our TSM app?
— It's SPORTS INFORMATION!
02
The technical and legal constraints limit the room for improvement for cashout actions.
03
We will loop in their product team to make sure everything is transparent and collaborative
Checkpoints
Checkpoints
Checkpoints
I hosted presentations to diverse audience including stakeholders, PMs, UXR, and developers.
I hosted presentations to diverse audience including stakeholders, PMs, UXR, and developers.
I hosted presentations to diverse audience including stakeholders, PMs, UXR, and developers.
Design Iterations
Design Iterations
Design Iterations
Leaning into UX experts and ensure design clarity and adherence to UX principles.
Leaning into UX experts and ensure design clarity and adherence to UX principles.
Leaning into UX experts and ensure design clarity and adherence to UX principles.
Simplify component structure
Redefine the main action
Introduce progress tracker
Simplify component structure
Redefine the main action
Introduce progress tracker
Optimize tracker UI
Optimize tracker UI
Simplify component structure
Redefine the main action
Introduce progress tracker
Optimize tracker UI
Final Design
Final Design
Final Design
A contextual bet tracking experience that allows users to follow bets and sports simultaneously.
A contextual bet tracking experience that allows users to follow bets and sports simultaneously.
A contextual bet tracking experience that allows users to follow bets and sports simultaneously.
Live Progress Trackers
Easiest understanding of bet progress.
Catered to different 5 game states and 10+ bet types.
Full Details Bet sheet
Complete cash out actions
Viewing full bet details
Access other parts of bets and relevant games
Reminders on the Pathways
Grouping games with placed bets for easier access
Live Progress Trackers
Live Progress Trackers
Easiest understanding of bet progress.
Easiest understanding of bet progress.
Catered to different 5 game states and 10+ bet types.
Catered to different 5 game states and 10+ bet types.
Full Details Bet sheet
Full Details Bet sheet
Complete cash out actions
Complete cash out actions
Viewing full bet details
Viewing full bet details
Access other parts of bets and relevant games
Access other parts of bets and relevant games
Reminders on the Pathways
Reminders on the Pathways
Grouping games with placed bets for easier access
Grouping games with placed bets for easier access
Handoff and Documentation
Handoff and Documentation
I hosted a handoff meeting demonstrating the functionality, interactions and use cases to the developers and QAs, also providing documentation on the use cases and resizing behaviors.
I hosted a handoff meeting demonstrating the functionality, interactions and use cases to the developers and QAs, also providing documentation on the use cases and resizing behaviors.
Handoff and Documentation
To ensure a clear understanding of visual and interaction details, I hosted a handoff meeting with a prototype demonstration. Additionally I provided documentation on the use cases and resizing behaviors.
To ensure a clear understanding of visual and interaction details, I hosted a handoff meeting with a prototype demonstration. Additionally I provided documentation on the use cases and resizing behaviors.
A validated Sucess
A validated Sucess
A validated Sucess
Outstanding numbers, positive user sentiments
Outstanding numbers, positive user sentiments
The Numbers
The Numbers
The Numbers
User Retention Rate
User Retention Rate
DAY 7
DAY 7
70.4%
70.4%
DAY 14
DAY 14
62%
62%
DAY 30
DAY 30
45%
45%
Page Visit
Page Visit
UP BY
UP BY
63.7%
63.7%
Users Said..
Users Said..
Users Said..
"Exactly what they I needed"
"Exactly what they I needed"
"Exactly what they I needed"
"Easy to use"
"Easy to use"
"Easy to use"
"Very Comprehensive"
"Very Comprehensive"
"Very Comprehensive"
Learnings
Learnings
Takeaways
Balance feedback and decision-making
Balance feedback and decision-making
Balance feedback and decision-making
Every stakeholder has their own vision and perspective about the product. While it is important to hear their thoughts and reach alignment, a UX designer also must maintain professional judgement to make informed and balanced decisions. The key is to know when and how to adapt or push forward to ensure the best user experience.
Every stakeholder has their own vision and perspective about the product. While it is important to hear their thoughts and reach alignment, a UX designer also must maintain professional judgement to make informed and balanced decisions. The key is to know when and how to adapt or push forward to ensure the best user experience.
Every stakeholder has their own vision and perspective about the product. While it is important to hear their thoughts and reach alignment, a UX designer also must maintain professional judgement to make informed and balanced decisions. The key is to know when and how to adapt or push forward to ensure the best user experience.
Website design owned by © Danshi Chen
Website design owned by © Danshi Chen
Website owned by © Danshi Chen