Ideation

Imagining Solutions Together.

Ideation began with collaborative design sprints. Armed with insights, I brainstormed ways to make the system modular. Whiteboards filled up with sketches of reusable components, dynamic theming options, and configuration tools.

One standout idea was to use design tokens variables for colours, typography, and spacing that could be easily customised without altering the core structure. It felt like unlocking a puzzle piece that could fit any shape.

Design Process

Wireframing, Prototyping, and Design System Creation

I started by creating low-fidelity wireframes to outline the app’s new layout and flow. The home screen was simplified to provide quick access to sports, live events, and promotions, while the event details section was redesigned to offer a clean, user-friendly interface. The bet slip was streamlined for easier use, and a bottom navigation bar was introduced to ensure seamless access to different sections of the app.

Alongside the wireframes, I also developed a design system to ensure consistency throughout the app. This system included a set of reusable components such as buttons, icons, typography, and spacing guidelines. I used Figma to create a clickable prototype based on these wireframes and design system components, which allowed me to simulate the new user flow and gather early feedback. The prototype helped refine the design and ensure that the layout and interactions were both functional and visually consistent.

Design Process

Shaping the system.

From the research, I defined clear design goals and structured the process using design sprints to ensure rapid iteration and alignment with user needs. In the first sprint, I focused on simplifying navigation, allowing users to quickly find their desired sports and markets. I worked on reducing the steps needed to place a bet, making the process more intuitive. Additionally, I aimed to modernize the app’s visual design by introducing cleaner lines, larger typography, and a more spacious layout.

During the following sprints, I prioritised performance improvements to ensure faster load times and smoother interactions, particularly during peak traffic. Accessibility became a key focus, so I implemented features like adjustable text sizes and better contrast, making the app more inclusive for all users. The design sprints helped me rapidly test and refine these elements, incorporating feedback along the way to create a more user-centric experience.

Testing & Validation

Refining through feedback.

I conducted usability testing to validate the design and gather user feedback. Participants were asked to perform tasks like placing bets and finding sports, while I observed their interactions. I also ran A/B testing to compare the old and new designs, followed by post-test surveys to assess user satisfaction and identify any remaining pain points. The results showed that users found the new navigation and betting flow much easier, although some refinements were needed, particularly for clarity and search functionality.

Based on this feedback, I made several design refinements. The bet slip interface was simplified to improve the clarity of bets and adjustments. The search functionality was enhanced with predictive search for popular markets and events, and I adjusted the color palette to ensure key buttons stood out without overwhelming the interface. Additionally, I collaborated with developers to optimise performance, reducing image sizes and minimising network calls to ensure the app loaded quickly during peak usage times.

Results & Impact

Measurable Outcomes.

The redesign led to a 25% increase in daily active users, as the app became easier to navigate and use. Conversion rates improved, with a 30% reduction in abandoned bets. Post-launch surveys showed a 40% improvement in user satisfaction, particularly with navigation and bet placement. The performance optimisations resulted in faster load times, even during high-traffic events.

The redesign significantly boosted user engagement, satisfaction, and retention, driving the app’s success in a competitive market.

Reflection & Learnings

Insights and Lessons Learned.

The iterative design process proved to be crucial in identifying the most impactful changes. User feedback and testing helped refine the design, ensuring it met user needs. I also learned that focusing on core functions, like bet placement and navigation, is more effective than adding unnecessary features.

Collaborating closely with developers from the start helped optimise performance and ensured design decisions were technically feasible, leading to a smooth implementation..