Star Sports
Helping Star Sports reduce the cognitive overload for it users when placing complex and/or simple bets on their sports betting website.
Short Summary
Star sports is an online and high-street bookmaker founded in 1999 –– Over a decade later the founding investor setup Playbook Engineering (tech agency) to offer new entrants to the industry an online gaming platform.
The Challenge
Stakeholders at Star Sports had found that users where dropping off when placing their desired selection of bets. Star Sports where receiving feedback that user’s are overwhelmed by the amount of the options available with the continuous scroll functionality.
The current experience requires the user to browse the site by using the primary and secondary navigation options to look for the markets they wish to bet on. That selection would then appear in a vertical group stack based on the number of selections.
The Solution
Betting users want to able to make quick, concise decisions when placing bets and the current experience was creating unnecessary cognitive overland.
To help shape the design solution, I created some user persona’s to better understand the type of user the site attracts. This gave me a greater understanding of possible paints, user needs and features request.
Understanding the user gave me enough information to map our a flow diagram before crafting some low and high fidelity wireframes for rapid idea generation.
This process lead to an end solution that should improve the user experience with better groupings of bet types, increased spacing between each selection and an adjust in hierarchy (colour and typography).
The Outcome
The chosen outcome altered the mechanics of the bet-slip but with the help of the engineering team, we reached a design that isolates each bet type using chips (filter). With the Introduction of a background fill colour to parent layer, increased spacing and padding to create a card component for each selection.
The stakeholders at star sports approved of the prototype concept but unfortunately the design solution for commercial reason did not get shipped.
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