Racenet - Sports Gambling. Multi Maxa - MVP app built from scratch

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1 Racenet - Sports Gambling Multi Maxa - MVP app built from scratch

2 What is the problem & Why is it important? Overview: Racenet is Australia s most trusted racing Main concern: New gambling legislation very restrictive that destination for the TAB races since The company affects the way business generates revenue. Stakeholders provides free high quality racing content. were aware that the new laws will have a large impact on the Business model : It is based on a marketing affiliate business revenue. partnership with the largest bookmakers in Australia (Sportsbet, Crownbet, Neds, Ladbrokes etc). The Idea: Expand their business by creating a new product targeting sports punters (and not only racing punters) revenue that Racenet generates, comes from their user s signs up with new bookmakers. GOAL Identify gaps & opportunities in the sports gambling market and in the users betting journeys to deliver tailored products and/or solutions. Create a human centred design app and/or website for sports punters based on user insights to solve their real betting problems and cover their real needs.

3 My Role & Contribution Create a product UX innovation team and educate both, stakeholders and the team in UX principles. Consistently demonstrate the value, importance and need of the user (above the stakeholders ideas/assumptions) Apply UX principles and the design thinking process to build a new product based on human centred design. Lead the UX strategy and be the the voice of the customer along the whole process. Manage and lead the UX process including stakeholders management, UX research, ideation and implementation. Organise and Conduct several ideation and UX workshops with both, stakeholders and users. Gather qualitative and quantitative insights. Build detailed reports to communicate informed decisions based on the users needs.

4 Main Tasks Conduct several 1:1 interviews, surveys and usability testing sessions to understand deeply the sports punters needs. Understand the sports punters behaviour, patterns and motivational factors in their betting journey. Identify the users pain points and needs so as to come up with product ideas that were focused on solving real users problems. Ideation of a new MVP app, user journeys and definition of the necessary tools to achieve that end. Landing ideas to low and high-fidelity prototypes to solve the new usage scenario. Design on paper & sketch of the necessary functionalities so that the MVP is feasible and solves the users pain points. Creation of information user flows and navigation model. Definition of the user interfaces and interactions.

5 The UX Process The Racenet UX and Product design process was something I worked on very hard to get right. The way they use to work was following a waterfall methodology where there was no research included in the process. All their deliverables were based on stakeholders and designers ideas and assumptions. The design thinking process and UX principles were implemented and followed in Racenet for the 1st time

6 The UX Process To make sure we covered all the techniques to get high-quality results a design and research framework was created based on the Double diamond of design.

7 Ideation & UX workshops - Stakeholders As a way to start I needed to understand what the stakeholders knew and what were their assumptions about their current business, their ideal new business, their users and the new audience they wanted to target. For that reason several rounds of UX workshops were run predominantly at the beginning. During the whole process other UX workshops were held to make sure stakeholders were involved in the design thinking process. GOAL Getting information about stakeholders assumptions on: Business Goals / Project Scope, Motivations, Issues Target Audience User pain points, needs, motivations, emotions Current Stakeholders beliefs (What are they based on?) Are there any constraints?

8 Ideation & UX workshops - Stakeholders Achievements: Getting on the same page > Team Members Alignment. Identified and prioritized: Business main goals Ideal target audience Assumptions on users pain points Assumptions on users needs Assumptions on users emotions and motivations

9 Identifying users betting habits and stats Racenet audience is considerably old being 80% of their users above 55 years. Their personas were not tech savvy, preferred using desktop over phone and very analytical and methodical in Betting Expenditure their betting journey. Stakeholders were determined and convinced to target a new young sports punters audience that were more social and tech savvy. Through the workshops I managed to identified all the assumptions they had of their new target audience: Gender, age, preferred device to bet, betting frequency, betting expenditure, betting limit, betting expertise, bet location, type of bets etc SURVEYS Large data was collected from sports punters (the real users) and got quantitative insights on their betting habits. The result was having a clear understanding of their habits based on data and not stakeholders assumptions. Along the whole UX process surveys were used several times to validate with a larger audience identified pain points and needs and potential ideas

10 Identifying betting trends and patterns and translate them into business opportunities A clear pattern was identified among young sports punters: A large proportion Small invest, of their main bets were multi bets compare to single bets. big return Proportion of Single vs Multi Bets Spent long time doing research on multi bets and found out that largest bookmakers in Australia made 10 times more revenue from multi bets than from singles. Furthermore, through extensive research on the multi betting space we found that there is no competitor in the Australian/European/American market offering a product to compare the multi odds among all the different bookmakers - MARKET OPPORTUNITY IDEA TO TEST How do users find out and compare to make informed decisions on which bookmaker is offering the best multi odds? MULTI ODDS COMPARISON APP Focus on sports multi bettors and understanding their betting journey, behavior, motivational factors, pain points and needs.

11 Understanding the user : Multi punters During the whole process several qualitative methods were used: 1:1 interviews. Advocacy/usability testing. A/B testing. Guerilla testing. Focus groups. During the first round of interviews we got to deeply understand the users betting habits, motivational factors, their pain points and needs. RESULTS Identify different types of personas. Understand the customer betting journeys, their pain points and opportunities. Sketch up ideas both on paper & Sketch. Prototype & validate with users.

12 Understanding the Multi punters betting journey (Before testing the Multi odds comparison app) Scenario: Ryan wants to place a 10 leg multi across different sports. He is mainly a multi sports punter so he tries as often as he can to compare odds among different bookies. RESULTS Users open different tabs for each bookie to compare odds. Time consuming and annoying Users just compare the odds of bookies they already have accounts with. Users don't make real multi odds calculations, just estimations. It will take ages to calculate it manually

13 Understanding the Multi punters betting journey (After testing the Multi odds comparison app) Scenario: Ryan wants to place a 10 leg multi across different sports. He is mainly a multi sports punter, he is using Multi Maxa for the first time to compare multi odds before placing his bet. RESULTS Saved time to multi punters that compare odds and get them the bookies with best odds in seconds Users liked how easy and intuitive the app was Users liked that they could see both, best sign up bonuses and multi promos of all bookies

14 Ideation & Interface Design - First Sketches

15 Interface Design - First Wireframes (1st round of UT) Usability Testing & Prototyping I conducted usability testing sessions for every single design before it was released. To validate design we created clickable prototypes and tested them with sports punters. InVision was our main prototyping tool and we were able to quickly upload Sketch designs into it and link them together to test with users on mobile devices. Home Multi Builder Odds Comparison

16 Interface Design - Second Wireframes (2nd round UT) Usability Testing & Prototyping Before testing, we would script out questions and scenarios for the customers to answer and complete. We recorded the sessions and kept them for further reference. Once the weekly testing was complete I would create an Affinity Map, collate findings, look for patterns and present detailed reports with findings and recommendations to stakeholders. Home Multi Builder Odds Comparison

17 Mockups - Final MVP app Screens 3 1 On the home screen the featured sports/events are graphically displayed on the top. Then there 2 is a list with the all the sports you can bet. 1 2 From the very beginning, before the user starts building his multi, he has access to all the promos of all the bookies, both multi promos and bonus offers 3 User adds legs to his multi and simultaneously best odds are updated and displayed on the bottom bar Onboarding Home Multi Builder

18 Mockups - Final MVP app Screens 6 4 On the bottom bar best odds are always displayed. If user wants to see the odds comparison among bookies just needs to click on compare odds 5 In the bet slip you can see all the legs you have added to your multi and their odds. You can also remove individuals legs or clear all of them 5 6 The bookie with highest odds is displayed on the top but you can 4 see the difference in odds with the other bookies. You can change your stake and see how much your return would be and also Multi Builder Bet Slip Odds Comparison access all the bookies multi promos and bonus offers

19 Results To be explained in the interview... Visit: