Teasers
Client / Employer
theScore Bet & Barstool Sportsbook
Role
Lead Product Designer
Industry
Sports Betting
Date
September 2022
Discovery
To start, we gathered feedback from the CX department and conducted a competitive analysis of five competitors. We found that many younger demographics patrons had no knowledge of what teasers were, and it was hard for them to understand what could be teased and what couldn't. This resulted in some confusion and frustration, especially for users who were new to betting.
Several KPIs were also selected during that phase to make sure we kept a vigilant eye on the most important aspects of the feature:
The percentage of patrons who had placed a teaser in the last year
Average bet amount
% of max bet
Hold
Sport
Number of legs
Number of points bought
Demographics (age, gender, location)
Tab views
Conversion rate
Bounce rate
Problem Space Identification
To address these pain points, we established several user needs and identified nice-to-haves.
User needs included:
Instant feedback on input and update of odds and payout
Clear and concise messaging on what can and cannot be teased
The ability to add/remove selections from teasers
Compare the set line and teased line at the event level
View how many points they can buy per event
Provide education on what teasers are and what selections are eligible to be teased.
Nice-to-haves included:
Flexibility to place multiple teasers at a time
Flexibility regarding the combination of sports and levels (NCAA and Pro)
Ability to select/deselect selections to tease.
Iterating
With these user needs and nice-to-haves in mind, we went to the drawing board and dissected the work into multiple areas, including:
Teased points input patterns
Teased odds display
Error validation
User education
Empty states
We then conducted several iterations until we arrived at a final solution.
Solutioning
The final solution involved adding a new tab section named Teasers on the Betslip, with two sections for football and basketball separated by a fixed header that stayed sticky on the top of the Betslip section.
The input for the number of points to buy was located in the sticky header so that it was always visible to the user. The teased line on individual selections was placed in a container next to the set line, displaying a clear transition from a previous state to a new one. Total odds were always visible in the bet slip footer so that users could always view them.
I made sure the components were consistent with our design patterns and collaborated with the Design Systems team to create color tokens for the feature to be themed in theScore Bet and Barstool Sportsbook apps.
Monitoring
The preselected KPIs in the discovery phase of the project were the ones selected to be monitored in the post-launch phase.
These are monitored by our analytics team and will be reassessed 3-6 months after launch.
Designing the teasers experience for theScore Bet and Barstool Sportsbooks was a challenging but rewarding project. By identifying user needs and nice-to-haves, conducting multiple iterations, and collaborating with the Design Systems team, we arrived at a final solution that provided users with more flexibility and better understanding of teasers. The improved teasers experience will make it more relevant and drive usage. We will continue to monitor the KPIs and conduct usability testing to ensure the success of the feature.