02. Betting Community
A discovery, ideation and testing project to increase engagement.
PROJECT OVERVIEW
BUSINESS GOAL
Increase engagement and use of the platform
RESEARCH GOALS
Understand offline socialization habits related to betting
Identify socialization expectations and needs that can be integrated into the platform
Identify MVP solutions that can grow engagement
TIMELINE (for research activities)
3 Months
MY ROLE
UX Research Lead & Workshop Facilitator
PROJECT ROADMAP
Data assessment on platform performance in the first 4 months of the platform
In-depth interview with 10 brand users and 10 competitor users
1 Strategic Workshop with stakeholders
10 Co-design workshop with stakeholders
Concept design
2 concept design validation workshops with users
MY ROLE
As a research lead and workshop facilitator, my role was constant and transversal throughout the project.
My main responsibilities were:
guarantee high quality of the research work and of the insights that emerge with respect to the business and research objectives
coordinate the UX team of 2 researchers and 1 designer
structure and lead the ideation activities and the co-design and validation workshops
MY ROLE | ACTIVITIES |
Digital Data Analyst | Data Assessment |
UX Researcher | Validation of the research protocol for in-depth interviews In-depth interviews' facilitation Analysis of the main qualitative insights Personas creation Customer Journey creation Analysis of all insights of validation workshops of concept design |
Workshop facilitator | Creation of strategic, co-design and validation workshops Facilitator of all workshops |
APPROACH
After an initial analysis of the platform's business data, 20 discovery interviews were conducted with 10 brand
users and 10 competitors users.
The sample also included a distinction between users who bet online and users who bet offline.
The insights that emerged from this phase made it possible to create 3 personas and 3 customer journeys
which were the basis for the co-design sessions for the realization of the concepts.
After an initial more strategic workshop, 10 co-design workshops were held with a smaller number of participants (above all operational roles on the project and on the product).
Co-design workshops with stakeholders were structured in a dynamic of divergence and convergence.
The methods used were: crazy 8s, post-up brainstorming, dot voting and impact-effort matrix.
The three concepts were then validated through two remote workshops with 13 end users (8 brand users and 5 competitors' users)
OUTCOME & IMPACT
The user traditionally experiences the bet as an action directly aimed at economic return, and as a space of autonomy
Actions aimed at enhancing the social dimension of the experience seem to garner positive judgments
from users as long as they respect the (priority) dimensions of autonomy, transparency and focus on
the economic dimension
To be effectively perceived as a social betting platform, the brand must succeed in positioning itself as a place to play, rather than a bookmaker against betting
SOME INSIGHT
2
effective concept design for regular users:
they promote loyalty
1
effective concept design for new users:
it grows the customer base
REFLECTION
The project has provided useful insights, but also some interesting lessons learned for future projects.
Crazy 8s is not an effective method for remote codesign workshops with participants who are not designers. Other methods have proved to be more effective in the speed of adoption and in the communication of ideas and reasoning.
It is important to dedicate all the necessary time in defining the business objectives and the core targets: a misalignment between the stakeholders can prove to be a cumbersome pain point in the
co-design phase
Recruiting managed in-house by the client must be supported in the best possible way to ensure that
the right number of users representing all personas are involved in the validation workshop.