Quick Accumulator: Streamlining the betting experience to increase engagement and revenue
This project focuses on optimizing the user experience for Accumulators and Bet Builder bets. These are high-risk bets with high odds that drive user engagement and business profit due to high margins for one of the leading betting platforms in the UK.
Role
I led the end-to-end UX design process, from research to final implementation, resulting in the successful launch of the product.
Team
3 x Product Manager
1 x Data Analyst
1 x UX Researcher
1 x UX Designer
Duration
January 2024 - Ongoing
The goal
Streamline the process, reduce interruptions, and improve customer’s satisfaction to boost turnover for Accumulator and Bet Builder bets.
The goal
Streamline the process, reduce interruptions, and improve customer’s satisfaction to boost turnover for Accumulator and Bet Builder bets.
The problem
Placing an Accumulator bet is disrupted by a quick pop-up that interferes with the user journey. With three pathways for betting types—Single, Accumulator, and Bet Builder—the experience can be overwhelming for less experienced bettors. The Bet Builder process, which involves multiple steps, is particularly lengthy and challenging to navigate.
Solution
Based on UX research, I developed a clear strategy to ensure our solution meets both user and business needs. My goal was to simplify the betting process while unifying the user journey across all bet types, making the product accessible and inclusive for both experienced and casual bettors.
A key outcome was the “Quacca Bar” (Quick Accumulator ‘ACCA’—a bet type with multiple selections), which allows users to browse the page while adding selections, automatically generating the corresponding bet types. This design encourages users to place Accumulator and Bet Builder bets, significantly reducing the time needed to place bets while providing the flexibility to easily modify selections.
To ensure a future-proof solution, I identified the most complex functionalities and implemented them in phased stages due to resource constraints. This strategy established a solid foundation and minimized the need for drastic changes later. Additionally, I pinpointed key impact areas within the app and collaborated with designers to ensure a consistent user experience throughout.
Solution
Based on UX research, I developed a clear strategy to ensure our solution meets both user and business needs. My goal was to simplify the betting process while unifying the user journey across all bet types, making the product accessible and inclusive for both experienced and casual bettors.
A key outcome was the “Quacca Bar” (Quick Accumulator ‘ACCA’—a bet type with multiple selections), which allows users to browse the page while adding selections, automatically generating the corresponding bet types. This design encourages users to place Accumulator and Bet Builder bets, significantly reducing the time needed to place bets while providing the flexibility to easily modify selections.
To ensure a future-proof solution, I identified the most complex functionalities and implemented them in phased stages due to resource constraints. This strategy established a solid foundation and minimized the need for drastic changes later. Additionally, I pinpointed key impact areas within the app and collaborated with designers to ensure a consistent user experience throughout.
The next steps
Iteration
Collect data and user feedback to identify areas for improvement
Personalization & Customization
Collect data and user feedback to identify areas for improvement
Innovation
Explore the potential of AI to provide personalized, data-driven bet suggestions
UX process highlights
For those curious minds craving a deeper dive, I have prepared a selection of key insights from the full UX process. Enjoy the ride!
UX process highlights
For those curious minds craving a deeper dive, I have prepared a selection of key insights from the full UX process. Enjoy the ride!
Research and discovery
A crucial part of this journey involved collaboration with the Product Manager to ensure our exploration was comprehensive and aligned with both user needs and business goals.
Exploring the challenges
I analyzed data from Google Analytics to assess user behaviour, specifically focusing on the conversion rate of users who visit the football page and place a Bet Builder bet.
I contacted the Customer Experience (CX) team to obtain post-betting surveys from Bet Builder users. The CX team gathers data from customer feedback, complaints, and issues, helping us identify areas for improvement and enhance the overall betting experience.
I held a workshop with a couple of colleagues to evaluate user pathways for the Bet Builder feature, identifying critical issues based on Jakob Nielsen's 10 Usability Heuristics.
In collaboration with a UX Researcher we have run unmoderated remote usability tests on Bet Builder to understand users' expectations and behaviours.
I used the HMW technique to identify ways to unify and simplify the betting experience process, increase turnover and improve customers satisfaction.
Observations
Post betting survey & User interviews findings
Competitor analysis
I conducted a competitor analysis to identify strengths, weaknesses, and market gaps. This helped me determine areas for product improvement and assess industry standards. I noticed that Bet 365 and Paddy Power automatically generate and prioritize Bet Builder/Accumulator bets in the bet slip, a trend likely to become the new industry standard.
Research and discovery
A crucial part of this journey involved collaboration with the Product Manager to ensure our exploration was comprehensive and aligned with both user needs and business goals.
Exploring the challenges
I analyzed data from Google Analytics to assess user behaviour, specifically focusing on the conversion rate of users who visit the football page and place a Bet Builder bet.
I contacted the Customer Experience (CX) team to obtain post-betting surveys from Bet Builder users. The CX team gathers data from customer feedback, complaints, and issues, helping us identify areas for improvement and enhance the overall betting experience.
I held a workshop with a couple of colleagues to evaluate user pathways for the Bet Builder feature, identifying critical issues based on Jakob Nielsen's 10 Usability Heuristics.
In collaboration with a UX Researcher we have run unmoderated remote usability tests on Bet Builder to understand users' expectations and behaviours.
I used the HMW technique to identify ways to unify and simplify the betting experience process, increase turnover and improve customers satisfaction.
Observations
Post betting survey & User interviews findings
Competitor analysis
I conducted a competitor analysis to identify strengths, weaknesses, and market gaps. This helped me determine areas for product improvement and assess industry standards. I noticed that Bet 365 and Paddy Power automatically generate and prioritize Bet Builder/Accumulator bets in the bet slip, a trend likely to become the new industry standard.
UX Strategy
I organized a brainstorming workshop involving various departments such as branding and product managers to gather issues, ideas, and insights for improving our service balancing UX practices and business goals.
The outcome was to designs a complex solution in the simplest way possible.
UX Strategy
I organized a brainstorming workshop involving various departments such as branding and product managers to gather issues, ideas, and insights for improving our service balancing UX practices and business goals.
The outcome was to designs a complex solution in the simplest way possible.
User journey and low-fi wireframes
During this project, I crafted over 20 user journeys, but here I’ll highlight a few key screens that address the most critical challenges.
Building a Solid Foundation
In the wireframing phase, I intentionally designed the most comprehensive solution to establish a solid foundation and avoid drastic changes later on.
The Quacca bar is fully interactive, enabling users to adjust their selections while browsing the page. This innovation encouraged users to build ACCAs and Bet Builder bets, enhancing the engagement and drive profitability for the business.
Cross-functional collaboration
I worked closely with product managers to align business goals with technical feasibility and with fellow designers to ensure consistency across related sections like "My Bets," maintaining a unified user experience across the platform.
Unifying user journeys
I consolidated the user flows for all bet types into a unified experience to reduce friction and confusion. By simplifying the structure, users could navigate more seamlessly, regardless of the type of bet they placed.
Enhancing inclusivity
I simplified the language to make the product more inclusive, such as replacing "Betslip" with "Selections." This subtle change made the interface more intuitive and accessible for all users.
User journey and low-fi wireframes
During this project, I crafted over 20 user journeys, but here I’ll highlight a few key screens that address the most critical challenges.
Building a Solid Foundation
In the wireframing phase, I intentionally designed the most comprehensive solution to establish a solid foundation and avoid drastic changes later on.
The Quacca bar is fully interactive, enabling users to adjust their selections while browsing the page. This innovation encouraged users to build ACCAs and Bet Builder bets, enhancing the engagement and drive profitability for the business.
Cross-functional collaboration
I worked closely with product managers to align business goals with technical feasibility and with fellow designers to ensure consistency across related sections like "My Bets," maintaining a unified user experience across the platform.
Unifying user journeys
I consolidated the user flows for all bet types into a unified experience to reduce friction and confusion. By simplifying the structure, users could navigate more seamlessly, regardless of the type of bet they placed.
Enhancing inclusivity
I simplified the language to make the product more inclusive, such as replacing "Betslip" with "Selections." This subtle change made the interface more intuitive and accessible for all users.
User testing & iterations
I conducted early-stage testing on low-fidelity wireframes to validate the user flows to ensure a seamless experience. This was followed by iterative testing on hiigh-fidelity prototypes to enhance design elements and verify their alignment with user preferences and needs.
User testing & iterations
I conducted early-stage testing on low-fidelity wireframes to validate the user flows to ensure a seamless experience. This was followed by iterative testing on hiigh-fidelity prototypes to enhance design elements and verify their alignment with user preferences and needs.
UI
During the UI stage, I considered accessibility requirements, scalability across the platforms and consistency with the design system and brand guideline.
UI
During the UI stage, I considered accessibility requirements, scalability across the platforms and consistency with the design system and brand guideline.
Key learnings
Data driven decisions
Relying on data and testing ensured that design choices remained objective and aligned with user needs
Phased approach
Starting with a low-fi "ideal" solution and scaling back provided flexibility for complex scenarios and minimized the need for major changes later. Iterative learning at each phase allowed continuous refinement
Stakeholder collaboration
Establishing strong relationships with stakeholders created a collaborative environment where feedback and questions were encouraged, leading to a more refined product
