Stat Rich.

 

Client

Sky Betting and Gaming

Background:

From 2018 - 2021 I’ve been part of Sky Bets front end web squad. The primary focus for the team is to build, maintain and innovate a world class football experience while improving the perception of our In-Play product. I’ve worked on countless features over the years, one I’d like to highlight is my support in introducing stats to our football experiences.

The Brief

To offer a fully immersive customer experience, integrating core data into our product making it the most data rich, whilst still being the easiest Betting product to use on the market.

Widen our competitor thinking and begin to compete with brands like BBC, whoscored.com and other content sites. We want to lead the way in innovation to delight our customers and utilise new features and markets underpinned by our focus on ease of use.

  • Continue to show supplementary data across our product

  • Deeper customer understanding of what drives conversion

  • Continued future thinking sessions and customer focus to develop innovation through new product journeys

  • Introduced stats and insights for a richer, and more engaging experience (powered by Opta & 21st Club)

    • Considered hierarchical flow and streamlined navigation to bring visibility over markets

    • Ease of use findings for an optimised layout, ensuring consistency across In-Play and Pre-Live

    • Each section of the page has a purpose, is clear and concise and is part of the page's story

 

Core Responsibilities:

  • The core team consisted of myself as design lead, a solutions architect and a product manager.

    Process;

    • Discovery: Deep dive into research, findings, data and competitor analysis / canvas session and initial collaboration with stakeholders

    • Journey maps & low fidelity concepts / internal testing 

    • Early med-high fed design feedback (with key stakeholders)

    • Prototype review / validation & testing. Peer & stakeholder reviews 

    • Comprehensive development involvement followed by a technical handover

    • Breakdown of components, annotated and elaborated. Designs in Zeplin, fully guided with multiple viewports considered

    • Working prototype to show interaction and / or animation. This could be in the form of a video with notes to explain the scenario

    • Assets supplied to Development with daily support via stand up or Slack 

    • Work with Product and Analytics to incrementally release and learn from each new feature

Progress:

Since introducing different stats on our site we have had great feedback from customers and the usage of these stats are really impressive on a week to week basis.

For example, ~30% of all All Matches By Day football coupon customers use the form stats prior to placing a bet. Customers that use our product tend to convert higher with stats. We also have research and customer sentiment saying a reason to reject our product is that customers don’t believe they can win.

By making this information visible and accessible for customers, we can begin to introduce more customers to our product and more innovative markets.

For more granular results please get in touch.

 
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