Project Overview
The challenge: Ideate on how might we increase the users’ activation and retention rate of theScore Bet (online sports betting app)
Role: Product Designer
Methods used: Product Management, Prototyping
Tools: Figma
Teammates: Andrew Chow (QA Analyst), Prabhjee Singh (QA Analyst), Parth Modi (Software Developer)
Problem Space
The complexity and diversity of various available promotions at theScore bet (TSB) cause confusion for users which then not only reduces their satisfaction rate but also adds workload for the customer support team.
Outcome
Promotions tracker feature that helps users to track their progress on different promotions.
Context
Why Promotions?
Promotions play a crucial role in users’ activation rate
i.e Welcome offer encouraging users to deposit fund or place bet
Promotions drive users’ engagement and thus increase their retention rate
Available all year round
Increased activities during sports season (NFL pre-season, NHL playoffs, World Cup, etc)
Current User Experience
Research & Key Insights
Given the limited time and resources, we browsed through theScore’s customer support Slack channel. Here are snippets of the tickets that we found:
“Patron is upset that the promo was awarded for their $10 deposit & not their $275 one when they had no idea that they were eligible for this promo earlier”
“Patron wanted to know if they qualify for this promotion, they made a wager but the promotion is still active in their account”
Solution Overview
Make it easy for users to track:
All available promotions
Users have to opt-in to those they are interested in which will then appear under the “In Progress” tab
List of in-progress promotions
What actions users have completed and need to complete
The progress bar makes it easy for users to see how far they are to complete the promotion
A pending icon is used for those actions that depend on the betting result
Include relevant CTA
History
See all past promotions including completed, expired, and opted out ones
SWOT Analysis
Feasibility
Our proposed feature and design mostly use existing endpoints and data from theScore’s backend platform.
See slides below for reference:
Key Performance Indicators
Learning
Value of product management
Through this project, I got to have a more holistic view of theScore Bet’s lifecycle and learn to balance the users’ needs with the product’s goals and strategies!
Importance of cross-functional team
As my team was comprised of interns from different departments, everyone had their unique expertise (i.e research, design, engineering, etc). This not only provided valuable insights regarding users’ needs and pain points but also helped me as a designer to understand technical constraints and opportunities and ensure that the design process is aligned with the company’s goals and resources.
Start small
During the briefing, the management told us “The solution that you come up with does not have to be extravagant, but it needs to have clear goals and is feasible to do.” Therefore, my team decided to go for the low-hanging fruits that we believe will add value to users’ experience as well as the company.