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Betway
Betway Free Bet Club
Weekly promotion that allows customers to qualify for free bets on over 15,000 sports markets.
Challenge
Project Challenge
Design the UX/UI of the Free Bet Club in order to increase conversion and allow users to have visibility of their bets in real time.
My Role
Research, interviews, competitive analysis, ideation, sketching, prototyping, testing and validation.
Process
Competitors
Key Objectives
Should provide detailed information regarding the process, how does it work, when a free bet will be credit etc. Ability for users to view a progress bar with the current / remaining bets for qualification.
• 55% of opted in users don't complete / qualify for the free bet.
• 62% of opted in users are getting it touch via live chat to find out if they're qualified for the free bet.
Understanding our Users
I conducted interviews with participants about their experience while using our current solution.
They want to Opt In and take advantage of the free bet.
They're not sure how you can qualify for this promotion.
They want to know when the free bet will be available to use.
They want to know how many bets they have placed for this promotion.
Interview Findings
According to the user feedback from the interviews there are three major problems that exist in the current experience.
• First-time users don't know how to use this promotion.
• Users don't know how many bets they have placed and are or are not qualified for this promotion.
• Users don't know when the free bet will be credit in their account.
Personas
Based on the research insights, I developed two primary personas demonstrating our target users, especially their goals and pain points.
About
Juan likes to bet on football events and very often he prefers to take advantage of any available offers.
Pain Points
• There is no information about the bets that he has placed for this promotion.
• Not clear for which sports this promotion is available.
Goal
• Have visibility of the bets he has placed and qualified for this promotion.
• Place his bets and qualified for this promotion.
About
George likes to bet on a variety of sports and he usually adds many selections on his bet slip.
Pain Points
• Not sure how he can use this promotion.
Goal
• Understand how this promotion works and how he can use it.
User Stories
I started creating user stories based on my conversations with the users and testimonials I had.
Juan would like to Opt In to this promotion and start placing his bets.
George wants to read the terms and conditions of this promotion.
Anna heard about this promotion and would like to open an account.
Alex wants to bet on several sports events but he hasn't Opted In yet.
Competitors
I conducted a competititos research and analysis to study how other products tackle similar problems.
Design Iterations & Validation
I conducted two design spurts with iteration and testing allowed me to understand how testing my hypothesis and learning quickly can lead to effective improvement.
As part of the design process, I conducted 2 rounds of usability testing in order to obtain practical, real-time feedback to improve the design and provide a more optimal user experience.
Design
Solution
Solution & Key Features
• Detailed information about the promotion, access, duration etc.
• Progress bar with real time updates.
Learnings
Don’t design things in isolation. Always place components in the context of the screen to reveal more information about how they interact within the product.
Experiment early on.Especially during the sketching process, because as you progress in the project, it becomes increasingly more difficult to make changes.
Interviews and Research. Will likely provide insights that were not apparent before, and that is what the solution should be based on.
Learnings
Case Studies
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