Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Paway
UX Design App Project
Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
BetBull, a mobile-exclusive betting platform, aimed to boost user engagement by transforming its app into a gamified experience. My role as UX/UI Design Lead involved understanding user preferences, mapping the customer journey, and enhancing the marketing funnel. The solution? A groundbreaking "Spin the Wheel" game integrated into the app's onboarding process.
Game On: Improving BetBull's Betting Experience with Gamified Onboarding
A Social Media UX project for a Gaming company.
Responsibilities
As the UX/UI Design Lead for this project, my responsibilities included implementing the gamified features, understanding user preferences through research, and ensuring a seamless transition from attraction to retention in the customer journey.
Methodology
The methodology embraced a comprehensive approach:
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UX Research: quantitative survey, competitor analysis
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UX Design: Creation of personas, user flow, and wireframes/prototypes
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UI/Dev: UI design, development, A/B testing
Hypothesis
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Users comprehend the gamification applied to the app.
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Users are drawn to the app due to its gamified features.
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Creating a social media game could attract new customers.
Goals
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Understand preferred app features.
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Map the customer journey for attraction, conversion, and retention.
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Enhance the marketing funnel and establish credibility.
Key Findings:
01.
£5,000,325 Total GGR year-to-date
02.
86% Acca Bets
03.
Monthly Active Users:
28,047 (peak in April)
04.
10.5% engagement
rate in-app
Problem Statement
As a marketer, I want to enhance user engagement and attract new customers by leveraging gamification SO THAT we can stand out in a competitive market and establish BetBull as a revolutionary mobile betting platform.
UX Research Insights:
01
Tipster
Tales
Users value tipsters with winning
records
Chat interaction during live events for engagement
ACCA lab attracts users interested in accumulators
02
Creative
Chemistry
Dark blue backgrounds excel on Facebook
Motion graphics trump stock images on Snapchat
Immediate returns drive Twitter engagement
03
Brand
Matters
Branded ads, especially using brand colours, resonate
Limited-time promotions trend across affiliates
SkyBet innovates
with carousel
ads
04
Betting Personas Unveiled
Users seek change in betting habits
Trust in tipsters influences decisions
Acca knowledge gap poses a barrier
Marketing Impact and Business Gains
Marketing Perspectives:
-
Creative Importance: Emphasizing the pivotal role of creative elements, especially on mobile platforms, where 56% of a brand's sales lift can be attributed to high-quality creative.
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Relevancy Rules: Recognizing the significance of targeted ads, as 71% of consumers prefer advertisements tailored to their interests and shopping habits.
Business Gains:
-
Increased Customer Acquisition: The gamified experience proved to be a potent tool for attracting new users, evident in the surge of app downloads and engagement rates.
-
Enhanced Retention: The introduction of loyalty, leaderboard features, and a personalized user journey contributed to keeping existing users engaged and invested.
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Expanded Revenue Streams: With a 12.1% net margin and a substantial increase in bets placed, BetBull experienced a positive impact on its year-to-date revenue.
Journey Map
01
Attract
Lack of awareness. Facebook squared banners and videos perform well
02
Engage
High CPA on Twitter. Utilise immediate return and limited-time promotions
03
Convince
Share incentives and show how the app can be used. Create more video tutorials.
04
Convert
User hesitation due to loyalty to other brands. Highlight app features
05
Retain
Inadequate understanding of ACCAs. Introduce ACCA lab and other features
Personas
James Harrison (34)
What He Wants: Quick wins
Pain Points: Overwhelmed by variety.
Attention Grabber: Spotlight on tipsters.
Alan Davis (22)
What He Wants: Tipster variety, leaderboard recognition.
Pain Points: Indecision on tipster.
Attention Grabber: Leaderboard.
Mike Jordan (27)
What He Wants: Simplified betting.
Pain Points: Lack of betting knowledge.
Attention Grabber: Chatroom.
Dave Matthew (42)
What He Wants: Interact everyday
Pain Points: Difficult to find a tipster that know as much as him
Attention Grabber: Leaderboard.
Reciprocity
Users engage with the game, receiving valuable tipster insights
Loss Aversion
Emphasising missed opportunities without BetBull
Social Proof
Highlighting successful tipsters builds trust
Gamification
Incorporating game elements for an immersive experience
Psychology of Design
Principles and Laws
Conclusions and Recommendations
Results
-
Over 1,000,000 impressions on Snapchat.
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10.5% engagement rate within the app.
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Surpassing 900 app downloads through this game.
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Achieving a 4.5% Click-Through Rate (CTR).
Repercussions
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Positive Brand Perception: The strategic use of gamification not only attracted users but also contributed to a positive perception of the BetBull brand, positioning it as innovative and user-centric.
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Market Differentiation: Standing out in a competitive market, the gamified approach set BetBull apart from competitors who often focused on traditional ads.
Errors, Iterations, Learnings
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Initial social media ads lacked engagement, refined based on performance data.
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Iterated on the "Spin the Wheel" game to optimise user engagement.
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Learned that Snapchat performed best with light-coloured videos.
Recommendations
-
Spin the Wheel Game: Successful engagement tool.
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Focused Creatives: Emphasise dark blue and immediate returns.
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Leaderboard: Boost user interaction and loyalty.
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Educational Content: Address Acca knowledge gaps.
Game Prototype
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