A Capstone Project for BrainStations UX Design Diploma Program. This Product Solves a very common issue for most new immigrants in Canada which is the difficulty of settling in to their new home.
Our multidisciplinary team of UX Designers, Software Engineers and Data Scientists were given 24 hours to come with an innovative solution to increase engagement of betting features among the existing users in theScore app. I'm proud to say our team was awarded first place!
My Roles
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UX Researcher
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UX Designer
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UI Designer
Timeline
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March 2023
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24 hours
Tools
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Figma
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Google Slides
Overview
theScore is a Canadian digital sports media company that provides comprehensive coverage of various sports leagues, teams, and events. Founded in 2012, theScore offers a mobile app and website that deliver real-time scores, news, statistics, and updates across a wide range of sports
In addition to its comprehensive sports coverage, theScore also offers a seamless and user-friendly betting experience, enabling users to browse odds, place wagers, and track their bets in real-time, all within the same app.
The Problem
Even though the betting feature was already built in within the app, only 10% of existing users were interacting with bet feature of the app.
So the question was How might we increase engagement of betting features among the existing users in theScore app?
Ideation
During the ideation phase we decided to first learn more about the company. we split into smaller groups to be able to brainstorm and bring in fresh perspectives. During the brainstorming session we noticed some of our team members did not have previous exposure to the concept of betting and how it all works.
While explaining how it works something caught my attention which was the American odd system displayed. Even with my previous exposure to sports betting I was confused with the American odds display and did not have the option to change the odds display like I would be able to on other competitor products. From this we were able to come up with our own how might we question to help us narrow down and focus on what we can do to solve this problem.
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Having our discovery in mind we decided to conduct a usability audit on the app to further understand how existing users interacted with the product
Persona
We came up with our persona, Mike, to help map out the current user experience for immigrants as we assumed the American-only odds display would mainly affect this specific demograph.
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Our findings
1st Finding : Ontario was the province with the most immigrants in 2022. it is also projected that immigrants could represent up to 34% of the population of Canada by 2041 and "theScore Bet", the built in betting feature within the "theScore" currently only accepts wagers from the province Ontario so with this information it is safe to assume that considering immigrants in our design decisions and making theScore app inclusive can positively impact the number of existing users.​
Markets outside America do not use American odds display, they rather use fractional and decimal odds display even though they have the option to use the American as well.
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2nd Finding : The other problem that we came across was the product and the brand was all about personalized experience tailored to every user. a quote we found from the marketing website
while this promise was kept for most features of the product, we found the newly introduced bet feature did not keep the promise and was inconsistent with the product
"The ultimate personalized, mobile sports experience"
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The newly introduced bet feature was not personalized and did not use the information collected during the onboarding process. it was all generic, favorite sports and favorite teams were not accounted for. We found this feature to be inconsistent which can ultimately lead to frustration and users not interacting with the feature
Solutions
The solutions we came up with for this problem were straight forward which were a redesigned home section and giving the user an option to change the odds display to their liking within the bet feature which makes it tailored to the user and the feature uses the selection of favorite leagues and teams. This helps us achieve consistency through out the product and tailored contents avoids the overwhelming feeling which then leads to more interaction with the bet feature
Bet feature home section redesign
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The added ''Edit Odds Display'' setting
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We believe these design decisions can have a positive effect on the number of existing users.
How will we measure success?
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Usage Metrics: The primary measures of success is to track the overall increase in user engagement with the bet feature. Since users are not able to place wagers on the "theScore" app we define engagement as users interacting with the feature and finally tapping to be redirected to "theScore Bet"
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User Feedback and Surveys: Conducting usability testing and Collecting qualitative data through user feedback and surveys
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A/B Testing: Conducting A/B tests to help measure the impact of specific changes made to the bet feature by comparing the performance to the previous version