Frontrunner: Bet Feed
Swipe, Bet, Win: The UX Journey of Bet Feed, Where Simplicity = Success
We previously developed a sports betting app on the Injective blockchain that allowed users to trade positions within games like stocks. However, the complexity of the platform led to a slow and time-consuming experience for users, especially those not familiar with trading.
Our hypothesis was that simplifying the betting process and prioritizing speed would drive more transactions.
Role: Product Design
Research & Discovery
Market Research
Initial tests revealed that users found the trading platform complex. Further research identified our target audience's preference for fast and simple interactions, as seen in popular apps like TikTok, Instagram, and Tinder.
User Insights
The majority of our target audience was unfamiliar with traditional sportsbooks due to barriers like terminology and understanding odds.
User Persona
Design Process
Bet Feed Ideation
Utilizing insights, we created a prototype called "Bet Feed" using our hi-fidelity design system. The goal was to allow users to quickly place bets on a range of NFL, MLB, and NBA games, simplifying the process by eliminating an order book, utilizing familiar swipe gestures for navigating, buying, and selling bets.
Bet Feed Experience
Swipe Interaction: Each half of the screen represented a team, and users swiped on their chosen team.
Unit Betting: The amount was preset to the user's specified unit size, simplifying the betting process.
Confirmation and Options: After swiping, users received a confirmation screen with options to cash out or double down on their bet.
Seamless Navigation: Users could swipe up to see the next game, streamlining the experience for betting on multiple games.
A/B Testing & Results
A/B Test launch:
We conducted an A/B test, introducing Bet Feed to new users while legacy users continued with the original market-making product.
Data Analysis
After 3 weeks, data showed a remarkable 300% increase in transactions on Bet Feed compared to the traditional experience as well as increased session times.
Qualitative Validation
Surveys within our Discord community qualitatively confirmed the stickiness of Bet Feed, indicating user satisfaction and preference.
Adoption & Iteration
The ongoing success of Bet Feed, marked by increased user adoption and satisfaction, reflected the effectiveness of our adaptive approach to product development. This iterative process not only addressed user preferences but also validated the platform's flexibility in accommodating diverse betting options.
Personalization & Enhanced Features
To further enhance the Bet Feed experience, we implemented personalization features. Users could now customize their Bet Feed by selecting preferred sports and teams, ensuring they saw their favorite events first.
Bet Management Optimization
In response to user feedback, we introduced a swipe-to-action feature, allowing users to double down or cash out on their previous bets with a simple left or right swipe. This optimization aimed to provide users with more control over their betting decisions, contributing to a more engaging experience.
Introducing Player Props
As part of our iterative approach, we introduced a unique contest called "Dinger Tuesdays." This initiative brought player props into the Bet Feed, providing users with a chance to bet on individual player performances. The success of Dinger Tuesdays validated that player props were a viable and engaging betting path within Bet Feed.
Comments Integration
We introduced comment sections for each betting market based on feedback that social features were critically important for users when choosing which betting platform to use, especially amongst our target demographic of gen Z casual sports fans. The TikTok format facilitated a natural comment UI for this demographic.
Engineering Collaboration
Throughout these iterations, collaboration with the engineering team remained pivotal. The robust prototype and clear design specifications facilitated the seamless integration of personalization and additional features, ensuring a positive user experience.
Conclusion
Bet Feed's success demonstrated the power of simplicity and speed in driving user engagement. The transition from a complex trading platform to a streamlined, user-friendly betting experience significantly increased transaction volumes, session times, and user satisfaction. The collaboration between design and engineering played a crucial role in the seamless adoption of Bet Feed, marking a successful evolution in our product strategy.
“This is a lot of fun!”
“I was able to go through the whole NFL Sunday slate in minutes!”