SEVolution
Product goal
Target Audience
Individual Role
Problem statement
Breaking down the design process
quantitive research
I conducted comprehensive research into user behaviours and market trends, revealing the SEV's potential to drive user engagement and betting activity. This highlighted gaps in the current experience that we could address to add value for both users and the business.
Competitive audit
I performed a high-level audit of direct and indirect competitors in sports scores and betting. Many struggled with cognitive overload issues. User testing of competitor products provided insights into how other platforms presented match data and live statistics, informing our design direction.
PERSONAs
Information Architecture
To overcome the limitations of the previous SEV structure, I redesigned the information architecture to centralise the most important data. This involved introducing an overview page with a bento box style UI that gives users quick access to key match elements while reducing the initial amount of information. The bento box-style UI organised content into manageable sections, and quick links CTAs provided instant access to high-priority information identified through further testing.
Wireframing
Initial sketches rapidly communicated the new layout to stakeholders, and early feedback refined the design to balance user and business goals. We developed low-fidelity prototypes to validate navigation flows for different personas, paying special attention to accessing secondary information like statistics and lineups.
Research Overview
I sourced a series of remote unmoderated usability studies throughout the design phase to gather continuous feedback. These identified key pain points in the old design and validated improvements in the new SEV layout. Later, moderated usability studies, conducted alongside the research team, simulated match-day experiences to ensure the SEV worked intuitively for both novice and experienced users.
Insight 1
Insight 2
Insight 3
Style guide
Lessons Learnt
Managing multiple stakeholder expectations during this major feature overhaul honed my ability to present and justify design decisions. The overwhelmingly positive response validated our approach.
