04. betting app
BUSINESS GOAL
Increase app revenue and conversion rate and increase engagement and cross-discipline betting
MY ROLE
UX Research Lead
TIMELINE (for research activities)
3 Months + 2 Months
Research goals
1. Identify pain points that prevent conversion and cross-discipline betting
2. Identify possible new features or solutions desired by users
3. Verify the effectiveness of the new design
Project roadmap
01. Strategic workshop
2 strategic workshops with stakeholders
02. AS IS Assessment
Expert Review, Benchmark, Data assessment
03. User research on AS IS
Remote contextual inquiry & First Click Test on AS IS design
04. Prioritization Survey
Remote unmoderated survey using Kano Model Framework
05. Design TO BE
First design sprint
06. Unmoderated test
First click test on TO BE design
07. Design TO BE
Second design sprint
08. Usability test
Remote moderated usability test (on mobile Axure prototype)
09. Design TO BE
Third design sprint
My role
I had both a more operational role for some activities and a lead role for the overall research phase.
My main responsibilities were:
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taking care of the definition of objectives and KPIs to measure the performance of the AS IS and TO BE design
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guarantee high quality of the research work and of the insights that emerge with respect to the business and research objectives
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coordinate the research team of 3 researchers
Approach
Over 2 workshops with stakeholders to define business goals and core targets, the process saw a preliminary work of heuristic analysis, contextual inquiry, first click test on AS IS design and data analysis to identify strategic insights aimed at interface design.
At the same time as these assessment activities, a benchmark was carried out to identify the strengths and weaknesses of the app compared to its competitors.
Before redesign phase we have made a features prioritization survey. It was structured using the Kano
model.
The design team created a data driven wireframe thanks to a continuous co-design process through dedicated workshops with stakeholders.
The wireframe was first tested through an unmoderated first click test. Thanks to this test, it was possible to quickly identify necessary fixes on important screens.
The heart of the app - home, ticket, checkout - was then tested via a moderated remote test on an Axure prototype
Outcome
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On AS IS design, the offer was rich but was lost in an architecture that was difficult to navigate. Poor navigation was slowing down time and making it more difficult for all users to complete less familiar tasks
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To improve the UX of the app, it was necessary to simplify the most important pages, especially the home page, and make the central information for the bet clearer and more visible
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A faster bet flow did not translate into user satisfaction because it increased the risk of user error
Honestly, it exceeded my expectation!
This new app is complete and simple at the same time
14
improvement strategies proposed for a holistic approach to redesign
20
interface redesign guidelines
75,3
SUS score of the Axure prototype of the TO BE design
Reflection
Due to its extension and complexity, the project has given me, in addition to great satisfaction, interesting lessons learned.
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In the case of highly structured companies, with different departments and different data sources (for business data, digital data, etc.), it is essential to start the dialogue for data extraction as soon as possible and prioritize the required data
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Using the standardized questionnaire "PPSUQ" in a prototype test, even with a hi-fi prototype, may be less effective than in an online product test, especially if there are unfamiliar tasks to users. Its adoption must be carefully considered