Quick Bets
Client / Employer
theScore Bet & ESPN BET
Role
Lead Product Designer
Industry
Sports Betting
Date
August 2023
Challenge
Microbetting refers to placing small bets on various aspects of an event or game, often with rapid frequency. Unlike traditional betting, where you might bet on the outcome of a match or game, microbetting involves placing bets on small, specific events or occurrences within the game. These could include wagering on the outcome of a single play or drive in a football game, or even who will score the next basket in a college basketball game.
For theScore Bet and ESPN BET to be able to offer such markets to their patrons, it was key that we reassess our previous betting mechanics to be able to offer an efficient method of quickly placing bets, as the action was uncovering in front of our users' eyes.
Research & Discovery
In our quest to provide the best microbetting experiences, we conducted user interviews and thorough market research to understand current behaviors and trends. Collaborating with a cross-functional team, including Designers, Developers, Product Managers, and Data Analysts, we embarked on a series of discovery activities over two days.
On Day 1, our focus was on defining the problem space. Through methodologies like MSCWs (Magnitude, Scope, Consequences, and Wishes), we identified key areas for improvement, such as content organization and user education. We also emphasized the importance of incorporating relevant data to support betting decisions.
Day 2 centered around brainstorming and prioritization. Techniques like Crazy 8s were employed to generate a wide array of ideas, followed by a Prioritization Matrix to refine and prioritize these ideas. These collaborative efforts have yielded actionable insights aimed at enhancing user engagement and satisfaction in the realm of microbetting.
We capped it all off by conducting a thorough competitive analysis and established KPIs alongside the product team to ensure we kept the right focus throughout the project
Solutioning & Designing
Introducing a tab button mechanism for streamlined access and unveiling a dedicated Quick Bets sheet, we aimed to enhance the microbetting experience. Crafting an entirely new betslip interface to outpace standard versions, we developed two distinct concepts—one aligned with our current offering and another prioritizing an immersive user journey.
Engaging in collaborative research, including concept-testing studies, we gleaned valuable insights from user responses. Concept 1 demonstrated its intuitive prowess among users, seamlessly aligning with the familiar theScore app experience. The convenience of content navigation, odds comparison, and market discovery emerged as pivotal factors, leading to a strategic iteration where we meticulously refined Concept 1's UI to ensure both functionality and aesthetics were impeccable.
Collaboration with Product Managers and Developers resulted in the creation of user stories and Jira tickets to guide implementation. We designed the microbetting experience for iOS, Android, and Web platforms, ensuring consistency and usability across devices. Additionally, we collaborated closely with the Design System team to integrate components seamlessly, further enhancing the user experience.
Prototyping the Way
To properly communicate the solution and hand it off efficiently to developers, a prototype of the feature was made with Figma and was presented to the C-Suite.
Monitoring & Conclusion
The launch of the "Quick Bets" feature coinciding with the NFL season marked a significant milestone in our efforts to enhance the microbetting experience for users. By introducing a streamlined and intuitive betting option, we aimed to cater to the demands of our audience during peak sporting events.
Throughout the implementation phase and post-launch, we maintained a vigilant eye on user engagement, adoption rates, and overall satisfaction. This continuous monitoring allowed us to gauge the reception of the feature and make real-time adjustments to optimize its performance.
Moreover, our commitment to data-driven decision-making was exemplified by the collection and analysis of user behavior and bet outcomes. By delving into this data, we were able to pinpoint areas for further improvement and refinement, ensuring that the "Quick Bets" feature evolves in tandem with user preferences and needs.
In conclusion, the successful rollout of "Quick Bets" underscores our dedication to innovation and user-centric design. Moving forward, we will continue to leverage user feedback and data insights to iterate and enhance our microbetting offerings, ultimately providing a superior betting experience for our users across all sporting seasons.