The Barstool Sportsbook App
Allowing users to engage in sports betting activities, including placing bets on various sports events such as football, basketball, baseball, and more. It also provides access to live scores, odds, and betting tips, along with features like in-game betting and promotions. The app aims to provide an immersive and interactive experience for sports fans who are interested in sports betting.
Context:
Numerous sportsbooks populate the market landscape, each bearing a striking resemblance to the next.
My task involved enhancing user engagement as they navigated through prop bets and placed their wagers.
My task involved enhancing user engagement as they navigated through prop bets and placed their wagers.
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Barstool Sportsbook offers online sports betting and casino games, catering to 115k monthly users with diverse betting options, including traditional and in-play betting. Research indicates that users engage most while researching odds and creating parlays, with little incentive for return visits until they need to review settled bets.
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Barstool Sportsbook brick & mortar locationÂ
Case Study 🔍
🎯 Challenge:
How can we increase engagement in the app after placing a bet?
How can we increase engagement in the app after placing a bet?
🏆 Goals:
Develop innovative or enhanced experiences to mitigate complaints and enhance social and in-app engagement post-betting.
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👨‍💻 My Role:
As a Senior User Experience Designer, I was tasked with:
•Setting design timelines
•Communicating design directions to stakeholders
•Providing design assets to Engineers
•Updating elements in the design systems
•Mentoring junior designers
•Communicating design directions to stakeholders
•Providing design assets to Engineers
•Updating elements in the design systems
•Mentoring junior designers
↔️ Timeline & Process:
This facilitates the team in establishing clear expectations regarding deliverables and timelines. Consequently, we can effectively engage stakeholders and inform them of when their involvement is anticipated.
Empathizing with our users:
To understand our users' needs more than we already did, these processes' helped us hear their needs and desires even more
To identify problems that exist within Barstool Sportsbook and the process of placing a bet, We (Me & Researcher) created surveys and interview questions to discover the emotions and motivations around our users before, during, and after an event.Â
After interviewing and surveying 40+ people and analyzing their responses, we had a better idea of what our user's interests and motivations were:
After interviewing and surveying 40+ people and analyzing their responses, we had a better idea of what our user's interests and motivations were:
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đź’ˇKey Insights
• We know bettors actively participate in our apps most when researching and placing their bets, but more passively after placing a bet, despite it being reported as the most exciting time while sports betting.
•During games, Users most actively return to My Bets to review if their bets can cash out. But they become frustrated when there isn't enough information about why their bet is unable to cash out
•After home, my bets are the most viewed page from our bottom navigation, signally it’s being seen frequently. But not engaged with in a meaningful way since use cases for my bets page are minimal
đź§Â Journey Map
Utilizing the interviews, we were able to establish a journey map that represents the amount of time users are spending on the app. We broke down each phase of the journey into buckets to better reduce what actions users are doing in each phase.
Research BehaviorsÂ
• Checking TheScore Media, ESPN, Twitter
• Discussing with friends/colleaguesÂ
• Looking for promosÂ
• Checking event schedules
Placing Behaviors
• Building bet slipÂ
• Sharing potential bets with friends/colleagues
Event Behaviors
• Put phone/app away and watch the eventÂ
• Check TheScore Media or ESPN for score/stat updatesÂ
• Check my bets page periodicallyÂ
• Check my bets page frequently for cashout
Research BehaviorsÂ
• Checking TheScore Media, ESPN, Twitter
• Discussing with friends/colleaguesÂ
• Looking for promosÂ
• Checking event schedules
Placing Behaviors
• Building bet slipÂ
• Sharing potential bets with friends/colleagues
Event Behaviors
• Put phone/app away and watch the eventÂ
• Check TheScore Media or ESPN for score/stat updatesÂ
• Check my bets page periodicallyÂ
• Check my bets page frequently for cashout
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OpportunitiesÂ
We gather our insights and brainstorm ways to improve the users experience then weight those ideas against the value it can bring to the business and how long it would take to ship them.
We gather our insights and brainstorm ways to improve the users experience then weight those ideas against the value it can bring to the business and how long it would take to ship them.
Content Architecture
During our unmoderated test, users were asked to prioritize what mattered most to them when reviewing their bets. They were then prompted to explain their observations and interpretations of the data they encountered.
Wireframes
Wireframes allow me to present different ideas quickly, from the good to the not-so-great. We can test various concepts and gather fast feedback from stakeholders. This helps us determine what data we need upfront or need to create before our engineers start working.
Using and Maintaining a Design System
As the senior designer, it was my responsibility to track the components we utilized and document any changes made to them for submission to our in-house Design System Team.
Final Design 🚀
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Layout Update
On average, users have 3 to 5 active bets during any sports weekend. We offer them a condensed view for effortless scanning of their ongoing bets.
Active Bet Stats
Offering game statistics linked to their prop bets enhances the overall value proposition for users.
Cash Out Education
Providing additional details on why they are unable to cash out their active bets will reduce calls and messages to the help center
Providing additional details on why they are unable to cash out their active bets will reduce calls and messages to the help center
Winning Awards
Giving more information about why they can't cash out their bets should cut down on calls and messages to the help center.
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'Dark' & Light Mode
Not only do some users have one preference over the other... Users may also opt for Dark Mode on the Sportsbook mobile app to reduce eye strain in low-light conditions, improve readability, and potentially prolong battery life on their devices.
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Prop Search
Prop Search
The Search feature was an engaging architectural endeavor, involving the consolidation of various app sections. We successfully implemented a feature that not only enhanced the experience for new users unfamiliar with the app's architecture but also improved the capabilities for experienced users, enabling them to add props directly from the search function.
Barstool Sportsbook has now been sunsetted and PENN Interactive (PENN National Gaming) has partnered with ESPN to create ESPN Bet.Â
