works
Product Design
Sportech
As the Lead UX Designer, I developed comprehensive wireframes and prototypes to visualize and test the user interface for our e-commerce gaming application. By mapping the user journey, I ensured an engaging and seamless experience across web, mobile, and kiosk platforms. Additionally, I designed the UI, iterated on multiple design prototypes for stakeholder review, and implemented front-end code to deliver a visually appealing and highly functional gaming experience. As a result, user engagement increased by 25% within the first three months of launch.
company
Sportech
year
2015 - 2018
Role
Lead UX Designer
industry
Global Gaming
This project was
a tremendous
success.
This project was
a tremendous
success.
This project was
a tremendous
success.
This project was
a tremendous
success.
48%
48%
48%
There was an increase in user sign-ups and online mobile and betting registrations by 48% within the first six months of launching.
There was an increase in user sign-ups and online mobile and betting registrations by 48% within the first six months of launching.
There was an increase in user sign-ups and online mobile and betting registrations by 48% within the first six months of launching.
Within the first six months of launching
this feature, Expedia achieved over $4 million in spending
$13.4M
$13.4M
$13.4M
Sportech's betting technology generated revenue of $13.4m in H1 2018.
Sportech's betting technology generated revenue of $13.4m in H1 2018.
Sportech's betting technology generated revenue of $13.4m in H1 2018.
Project process
creative process
creative process
Project process
creative process
creative process
creative process
Reimagining Horse Racing:
Crafting a Secure Mobile Betting Experience for Users
Sportech embarked on a mission to revolutionize horse race betting through innovative mobile and web applications. Our primary goal was to develop a seamless, intuitive platform that enabled users to place bets effortlessly online via the web app or mobile devices. We focused on harmonizing sophisticated aesthetics with user-friendly functionality to cater to our discerning clientele.
team
Product Owner
Lead Designer (me)
Developers
PROJECT OBJECTIVES
Integrate OneKeyCash into the already existing Accelerator tool, but don't sacrifice intuitiveness and simplicity which already made the Accelerator tool a success.
goals
1
Increase
Boost user sign-ups and enhance registrations for online and mobile betting.
1
Increase
Boost user sign-ups and enhance registrations for online and mobile betting.
2
Increase
Increase covenience of placing bets through the mobile app.
2
Increase
Increase covenience of placing bets through the mobile app.
3
Increase
Enhance confidence in the security of the website and mobile app, while optimizing the overall user experience.
3
Increase
Enhance confidence in the security of the website and mobile app, while optimizing the overall user experience.
4
Reduce
Minimize the website's overall load times.
4
Reduce
Minimize the website's overall load times.
the problem
Sportech recognized an opportunity in the growing market of mobile betting, particularly among its users.
The goal was to create an intuitive mobile app that enabled users to bet on horse races in the U.S. and instilled confidence in their financial and data security.
Through a deep dive into user needs and behaviors, we discovered the barriers holding back our audience. This case study explores how we overcame those barriers to build an app that redefined digital betting for a mature audience.
diving into discovery
Through customer interviews, we identified several pain points and opportunities for enhancement by collaboratively affinity mapping the gathered data. We also conducted interviews with customer support to collect valuable insights.
How can I be sure my finincial data will be secure while betting in the mobile app?
How can I be sure my finincial data will be secure while betting in the mobile app?
John Davis - Stock Trader
John Davis - Stock Trader
Key Insights
A pain point is navigating through complex interfaces when placing bets.
Users want to make sure that their accounts are secure when they place bets with the mobile app.
It isn't easy to keep up with the constantly changing odds and race schedules.
Ensure the security and privacy of their personal and financial information.
the people we design for
Meet John and learn about his goals and pain points.
john davis
Stock Trader
I love the excitement and risk involved when betting on horses.
I love the excitement and risk involved when betting on horses.
goals and needs
I want a convenient way to place bets on horse racing at the race track.
I need a mobile app that allows me to easily access and navigate the betting options for horse racing.
I would like real-time updates and information on the odds and results of horse races.
I want a secure platform where I can safely deposit and withdraw funds for betting purposes.
I need a reliable and user-friendly platform for placing bets quickly during horse racing events.
Finding trustworthy sources to gather insights and analysis on horse races.
goals and needs
I want a convenient way to place bets on horse racing at the race track.
I need a mobile app that allows me to easily access and navigate the betting options for horse racing.
I would like real-time updates and information on the odds and results of horse races.
I want a secure platform where I can safely deposit and withdraw funds for betting purposes.
I need a reliable and user-friendly platform for placing bets quickly during horse racing events.
Finding trustworthy sources to gather insights and analysis on horse races.
Tasks and activities
Create an account and verify my identity to ensure security.
Deposit funds into my betting account using a secure payment method.
View the upcoming horse racing schedule and select the races I want to bet on.
Review the odds and make informed decisions on which horses to bet on.
Place bets on the selected horses by specifying the amount and type of bet.
Receive real-time updates and notifications on the progress and results of the races.
Tasks and activities
Create an account and verify my identity to ensure security.
Deposit funds into my betting account using a secure payment method.
View the upcoming horse racing schedule and select the races I want to bet on.
Review the odds and make informed decisions on which horses to bet on.
Place bets on the selected horses by specifying the amount and type of bet.
Receive real-time updates and notifications on the progress and results of the races.
pain points
Limited availability of mobile apps that offer horse race betting in my location.
Difficulty accessing accurate and up-to-date information on horse racing odds and results.
Concerns about the security and integrity of online betting platforms.
Time constraints during horse racing events when it comes to placing bets.
Complexity of understanding different types of bets and their potential payouts.
Navigating through a crowded race track to place bets at the ticket booth.
pain points
Limited availability of mobile apps that offer horse race betting in my location.
Difficulty accessing accurate and up-to-date information on horse racing odds and results.
Concerns about the security and integrity of online betting platforms.
Time constraints during horse racing events when it comes to placing bets.
Complexity of understanding different types of bets and their potential payouts.
Navigating through a crowded race track to place bets at the ticket booth.
Opportunities and features
Provide a live streaming feature that allows users to watch horse races directly from the mobile app.
Offer a comprehensive database of past race results and statistics for in-depth analysis.
Integrate a virtual betting mode where users can practice their betting strategies without using real money.
Create a loyalty rewards program that offers perks and bonuses for frequent bettors.
Implement a personalized recommendation system that suggests horses or bets based on user preferences and betting history.
Include educational resources and guides on different types of bets and strategies for beginners.
Opportunities and features
Provide a live streaming feature that allows users to watch horse races directly from the mobile app.
Offer a comprehensive database of past race results and statistics for in-depth analysis.
Integrate a virtual betting mode where users can practice their betting strategies without using real money.
Create a loyalty rewards program that offers perks and bonuses for frequent bettors.
Implement a personalized recommendation system that suggests horses or bets based on user preferences and betting history.
Include educational resources and guides on different types of bets and strategies for beginners.
ideation station
Narrowing down to the best solutions
I created initial wireframes and iterations of those wireframes, designing various options to find a solution.
solution
The new mobile designs and updated website experience increased user sign-ups and online and mobile betting registrations by 48% within the first six months of launching.
The design strategy was centered around creating a mobile app that emphasized simplicity, clarity, and security to build trust among users.
Key solutions included:
Cognitive Load Reduction: I aimed to keep from overwhelming users with complex data (race history, odds, jockey statistics) on a single screen. To reduce cognitive overload, we reorganized the interface by showing only essential betting information upfront and providing detailed statistics through expandable sections, allowing users to focus on key decision-making data first.
Trust & Security: Betting apps need to ensure users feel secure with their money. We incorporated trust signals (such as secure payment icons, visible terms and conditions, and regulatory badges) throughout the betting and payment processes, reducing anxiety and increasing trust in the app.
Faster load times: The website's performance was significantly improved by optimizing images and code, reducing load times across all devices.
Faster load times: The website's performance was significantly improved by optimizing images and code, reducing load times across all devices.
Gestalt Principles for Visual Hierarchy: By using Gestalt principles like proximity and similarity, we grouped related betting options and statistics visually. This allowed users to quickly scan information and make decisions faster without feeling overwhelmed.
Decision-Making & FOMO (Fear of Missing Out): To leverage FOMO, we introduced countdown timers for time-sensitive bets. This nudged users to act quickly, tapping into the psychological urgency to avoid missing out.
As the lead UX designer, I created numerous prototypes throughout the design and development process so developers could see how the apps would flow and function as they built out the apps.
Along with the Sportech design and development team, I helped create, maintain, and add new features to the Sportech mobile apps and websites.
impact
The new mobile designs and updated website experience increased user sign-ups and online and mobile betting registrations by 48% within the first six months of launching.
User experience was a key focus in the design execution. The Sportech website and mobile apps now feature intuitive navigation, up-to-date racing schedules and odds, and ensures the security and privacy of their personal and financial information while making bets.
This project was
a tremendous
success.
This project was
a tremendous
success.
48%
48%
There was an increase in user sign-ups and online mobile and betting registrations by 48% within the first six months of launching.
There was an increase in user sign-ups and online mobile and betting registrations by 48% within the first six months of launching.
$13.4M
$13.4M
Sportech's betting technology generated revenue of $13.4m in H1 2018.
Sportech's betting technology generated revenue of $13.4m in H1 2018.
Reimagining Horse Racing:
Crafting a Secure Mobile Betting Experience for Users
Sportech embarked on a mission to revolutionize horse race betting through innovative mobile and web applications. Our primary goal was to develop a seamless, intuitive platform that enabled users to place bets effortlessly online via the web app or mobile devices. We focused on harmonizing sophisticated aesthetics with user-friendly functionality to cater to our discerning clientele.
team
Product Owner
Lead Designer (me)
Developers
PROJECT OBJECTIVES
Integrate OneKeyCash into the already existing Accelerator tool, but don't sacrifice intuitiveness and simplicity which already made the Accelerator tool a success.
goals
1
Increase
Boost user sign-ups and enhance registrations for online and mobile betting.
2
Increase
Increase covenience of placing bets through the mobile app.
3
Increase
Enhance confidence in the security of the website and mobile app, while optimizing the overall user experience.
4
Reduce
Minimize the website's overall load times.
the problem
Sportech recognized an opportunity in the growing market of mobile betting, particularly among its users.
The goal was to create an intuitive mobile app that enabled users to bet on horse races in the U.S. and instilled confidence in their financial and data security.
Through a deep dive into user needs and behaviors, we discovered the barriers holding back our audience. This case study explores how we overcame those barriers to build an app that redefined digital betting for a mature audience.
diving into discovery
Through customer interviews, we identified several pain points and opportunities for enhancement by collaboratively affinity mapping the gathered data. We also conducted interviews with customer support to collect valuable insights.
How can I be sure my finincial data will be secure while betting in the mobile app?
John Davis - Stock Trader
Key Insights
A pain point is navigating through complex interfaces when placing bets.
Users want to make sure that their accounts are secure when they place bets with the mobile app.
It isn't easy to keep up with the constantly changing odds and race schedules.
Ensure the security and privacy of their personal and financial information.
the people we design for
Meet John and learn about his goals and pain points.
john davis
Stock Trader
I love the excitement and risk involved when betting on horses.
goals and needs
I want a convenient way to place bets on horse racing at the race track.
I need a mobile app that allows me to easily access and navigate the betting options for horse racing.
I would like real-time updates and information on the odds and results of horse races.
I want a secure platform where I can safely deposit and withdraw funds for betting purposes.
I need a reliable and user-friendly platform for placing bets quickly during horse racing events.
Finding trustworthy sources to gather insights and analysis on horse races.
Tasks and activities
Create an account and verify my identity to ensure security.
Deposit funds into my betting account using a secure payment method.
View the upcoming horse racing schedule and select the races I want to bet on.
Review the odds and make informed decisions on which horses to bet on.
Place bets on the selected horses by specifying the amount and type of bet.
Receive real-time updates and notifications on the progress and results of the races.
pain points
Limited availability of mobile apps that offer horse race betting in my location.
Difficulty accessing accurate and up-to-date information on horse racing odds and results.
Concerns about the security and integrity of online betting platforms.
Time constraints during horse racing events when it comes to placing bets.
Complexity of understanding different types of bets and their potential payouts.
Navigating through a crowded race track to place bets at the ticket booth.
Opportunities and features
Provide a live streaming feature that allows users to watch horse races directly from the mobile app.
Offer a comprehensive database of past race results and statistics for in-depth analysis.
Integrate a virtual betting mode where users can practice their betting strategies without using real money.
Create a loyalty rewards program that offers perks and bonuses for frequent bettors.
Implement a personalized recommendation system that suggests horses or bets based on user preferences and betting history.
Include educational resources and guides on different types of bets and strategies for beginners.
ideation station
Narrowing down to the best solutions
I created initial wireframes and iterations of those wireframes, designing various options to find a solution.
solution
The new mobile designs and updated website experience increased user sign-ups and online and mobile betting registrations by 48% within the first six months of launching.
The design strategy was centered around creating a mobile app that emphasized simplicity, clarity, and security to build trust among users.
Key solutions included:
Cognitive Load Reduction: I aimed to keep from overwhelming users with complex data (race history, odds, jockey statistics) on a single screen. To reduce cognitive overload, we reorganized the interface by showing only essential betting information upfront and providing detailed statistics through expandable sections, allowing users to focus on key decision-making data first.
Trust & Security: Betting apps need to ensure users feel secure with their money. We incorporated trust signals (such as secure payment icons, visible terms and conditions, and regulatory badges) throughout the betting and payment processes, reducing anxiety and increasing trust in the app.
Faster load times: The website's performance was significantly improved by optimizing images and code, reducing load times across all devices.
Faster load times: The website's performance was significantly improved by optimizing images and code, reducing load times across all devices.
Gestalt Principles for Visual Hierarchy: By using Gestalt principles like proximity and similarity, we grouped related betting options and statistics visually. This allowed users to quickly scan information and make decisions faster without feeling overwhelmed.
Decision-Making & FOMO (Fear of Missing Out): To leverage FOMO, we introduced countdown timers for time-sensitive bets. This nudged users to act quickly, tapping into the psychological urgency to avoid missing out.
As the lead UX designer, I created numerous prototypes throughout the design and development process so developers could see how the apps would flow and function as they built out the apps.
Along with the Sportech design and development team, I helped create, maintain, and add new features to the Sportech mobile apps and websites.
impact
The new mobile designs and updated website experience increased user sign-ups and online and mobile betting registrations by 48% within the first six months of launching.
User experience was a key focus in the design execution. The Sportech website and mobile apps now feature intuitive navigation, up-to-date racing schedules and odds, and ensures the security and privacy of their personal and financial information while making bets.
This project was
a tremendous
success.
48%
There was an increase in user sign-ups and online mobile and betting registrations by 48% within the first six months of launching.
$13.4M
Sportech's betting technology generated revenue of $13.4m in H1 2018.
Reimagining Horse Racing:
Crafting a Secure Mobile Betting Experience for Users
Sportech embarked on a mission to revolutionize horse race betting through innovative mobile and web applications. Our primary goal was to develop a seamless, intuitive platform that enabled users to place bets effortlessly online via the web app or mobile devices. We focused on harmonizing sophisticated aesthetics with user-friendly functionality to cater to our discerning clientele.
team
Product Owner
Lead Designer (me)
Developers
PROJECT OBJECTIVES
Integrate OneKeyCash into the already existing Accelerator tool, but don't sacrifice intuitiveness and simplicity which already made the Accelerator tool a success.
goals
1
Increase
Boost user sign-ups and enhance registrations for online and mobile betting.
2
Increase
Increase covenience of placing bets through the mobile app.
3
Increase
Enhance confidence in the security of the website and mobile app, while optimizing the overall user experience.
4
Reduce
Minimize the website's overall load times.
the problem
Sportech recognized an opportunity in the growing market of mobile betting, particularly among its users.
The goal was to create an intuitive mobile app that enabled users to bet on horse races in the U.S. and instilled confidence in their financial and data security.
Through a deep dive into user needs and behaviors, we discovered the barriers holding back our audience. This case study explores how we overcame those barriers to build an app that redefined digital betting for a mature audience.
diving into discovery
Through customer interviews, we identified several pain points and opportunities for enhancement by collaboratively affinity mapping the gathered data. We also conducted interviews with customer support to collect valuable insights.
How can I be sure my finincial data will be secure while betting in the mobile app?
John Davis - Stock Trader
Key Insights
A pain point is navigating through complex interfaces when placing bets.
Users want to make sure that their accounts are secure when they place bets with the mobile app.
It isn't easy to keep up with the constantly changing odds and race schedules.
Ensure the security and privacy of their personal and financial information.
the people we design for
Meet John and learn about his goals and pain points.
john davis
Stock Trader
I love the excitement and risk involved when betting on horses.
goals and needs
I want a convenient way to place bets on horse racing at the race track.
I need a mobile app that allows me to easily access and navigate the betting options for horse racing.
I would like real-time updates and information on the odds and results of horse races.
I want a secure platform where I can safely deposit and withdraw funds for betting purposes.
I need a reliable and user-friendly platform for placing bets quickly during horse racing events.
Finding trustworthy sources to gather insights and analysis on horse races.
Tasks and activities
Create an account and verify my identity to ensure security.
Deposit funds into my betting account using a secure payment method.
View the upcoming horse racing schedule and select the races I want to bet on.
Review the odds and make informed decisions on which horses to bet on.
Place bets on the selected horses by specifying the amount and type of bet.
Receive real-time updates and notifications on the progress and results of the races.
pain points
Limited availability of mobile apps that offer horse race betting in my location.
Difficulty accessing accurate and up-to-date information on horse racing odds and results.
Concerns about the security and integrity of online betting platforms.
Time constraints during horse racing events when it comes to placing bets.
Complexity of understanding different types of bets and their potential payouts.
Navigating through a crowded race track to place bets at the ticket booth.
Opportunities and features
Provide a live streaming feature that allows users to watch horse races directly from the mobile app.
Offer a comprehensive database of past race results and statistics for in-depth analysis.
Integrate a virtual betting mode where users can practice their betting strategies without using real money.
Create a loyalty rewards program that offers perks and bonuses for frequent bettors.
Implement a personalized recommendation system that suggests horses or bets based on user preferences and betting history.
Include educational resources and guides on different types of bets and strategies for beginners.
ideation station
Narrowing down to the best solutions
I created initial wireframes and iterations of those wireframes, designing various options to find a solution.
solution
The new mobile designs and updated website experience increased user sign-ups and online and mobile betting registrations by 48% within the first six months of launching.
The design strategy was centered around creating a mobile app that emphasized simplicity, clarity, and security to build trust among users.
Key solutions included:
Cognitive Load Reduction: I aimed to keep from overwhelming users with complex data (race history, odds, jockey statistics) on a single screen. To reduce cognitive overload, we reorganized the interface by showing only essential betting information upfront and providing detailed statistics through expandable sections, allowing users to focus on key decision-making data first.
Trust & Security: Betting apps need to ensure users feel secure with their money. We incorporated trust signals (such as secure payment icons, visible terms and conditions, and regulatory badges) throughout the betting and payment processes, reducing anxiety and increasing trust in the app.
Faster load times: The website's performance was significantly improved by optimizing images and code, reducing load times across all devices.
Faster load times: The website's performance was significantly improved by optimizing images and code, reducing load times across all devices.
Gestalt Principles for Visual Hierarchy: By using Gestalt principles like proximity and similarity, we grouped related betting options and statistics visually. This allowed users to quickly scan information and make decisions faster without feeling overwhelmed.
Decision-Making & FOMO (Fear of Missing Out): To leverage FOMO, we introduced countdown timers for time-sensitive bets. This nudged users to act quickly, tapping into the psychological urgency to avoid missing out.
As the lead UX designer, I created numerous prototypes throughout the design and development process so developers could see how the apps would flow and function as they built out the apps.
Along with the Sportech design and development team, I helped create, maintain, and add new features to the Sportech mobile apps and websites.
impact
The new mobile designs and updated website experience increased user sign-ups and online and mobile betting registrations by 48% within the first six months of launching.
User experience was a key focus in the design execution. The Sportech website and mobile apps now feature intuitive navigation, up-to-date racing schedules and odds, and ensures the security and privacy of their personal and financial information while making bets.
This project was
a tremendous
success.
48%
Within the first six months of launching
this feature, Expedia achieved over $4 million in spending
$13.4M
Sportech's betting technology generated revenue of $13.4m in H1 2018.