02. BETTING COMMUNITY
BUSINESS GOAL
Increase engagement and use of the platform
MY ROLE
UX Research Lead
Workshop Facilitator
TIMELINE (for research activities)
3 Months
Research goals
1. Understand offline socialization habits related to betting
2. Identify socialization expectations and needs that can be integrated into the platform
3. Identify MVP solutions that can grow engagement
Project roadmap
01. Data assessment
Analytics analysis on platform performance in the first 4 months of the platform
02. In-depth interview
Interviews with 10 brand users and 10 competitor users
03. Strategic workshop
Workshop with stakeholder focused on business goals
04. Co-design workshop
Co-design with stakeholders (operational roles)
05. Concept Design
Creation of three concepts (wireframes)
06. Validation workshop
Two concept design validation workshops with end users (brand users and competitors users)
My role
As a research lead and workshop facilitator, my role was constant and
transversal throughout the project.
My main responsibilities were:
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guarantee high quality of the research work and of the insights that emerge with respect to the business and research objectives
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coordinate the research team of 2 researchers and 1 designer
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structure and lead the ideation activities and the co-design and
validation workshops
Approach
After an initial analysis of the platform's business data,
20 discovery interviews were conducted with 10 brand users and 10 competitors users.
The sample also included a distinction between users
who bet online and users who bet offline.
The insights that emerged from this phase made it
possible to create 3 personas and 3 customer journeys map which were the basis for the co-design sessions for the realization of the concepts.
After an initial more strategic workshop, 10 co-design workshops were held with a smaller number of participants (above all operational roles on the project and on the product).
Co-design workshops with stakeholders were structured in a dynamic of divergence and convergence.
The methods used were: crazy 8s, post-up brainstorming, dot voting and impact-effort matrix.
The three concepts were then validated through two remote workshops with 13 users (8 brand users and 5 competitors' users)
Outcome
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The user traditionally experiences the bet as an action directly aimed at economic return, and as a space of autonomy
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Actions aimed at enhancing the social dimension of the experience seem to garner positive judgments from users as long as they respect the (priority)
dimensions of autonomy, transparency and focus on the economic dimension -
To be effectively perceived as a social betting platform, the brand must succeed in positioning itself as a place to play, rather than a bookmaker against betting
2
effective concept design for
regular users: they promote loyalty
1
effective concept design for
new users: it grows the customer base
Reflection
The project has provided useful insights, but also some interesting lessons learned for future projects.
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Crazy 8s is not an effective method for remote codesign workshops with participants who are not designers. Other methods have proved to be more effective in the speed of adoption and in the communication of ideas and reasoning.
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It is important to dedicate all the necessary time in defining the business objectives and the core targets: a misalignment between the stakeholders can prove to be a cumbersome pain point in the co-design phase
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Recruiting managed in-house by the client must be supported in the best possible way to ensure that the right number of users representing all
personas are involved in the validation workshop.