Virgin Bet Good Bet Microsite
Role
Onur Unaltay (Design & Research)
Tom Clapp (Senior Marketing Manager)
James Greenwood (Brand Marketing Manager)
Richard Baker (Senior Product Architect)
Tools
Figma
Year(s)
2024
Project Context
To refine the visual appeal of the Good Bet pages, we aim to enhance the design of the "What It Is" and "What We Are" sections across both desktop and mobile platforms, with a focus on improving user engagement and conversion.
Virgin Bet is owned by LiveScore Group.
virginbet.com
Project Overview:
- Research/competitor analysis
- Wireframe to Final for Desktop
- Implementing the correct assets/components
- Wireframe to Final for Mobile
- Interactive Final Prototypes
Research
During research, Sky Bet had a attractive microsite for the fans.
This was my inspiration to be visually competitive.
Our current live microsite
At first glance you can see there are no images or graphics to separate content. It looks bland and boring. 🥱
Font sizes not consistent.
Repetitive outdated graphics.
Initial Ideations ✏️
I started with the live version of our site as the base screen and made design adjustments by adding graphics, refining spacing, and aligning fonts to enhance the overall look and feel.
I experimented with bottom banner variations as this was important for us to get sign ons to Virgin Bet.
I began to also think about animating the provided icons to make it visually more appealing. To do this, i used a LottieFiles plug in and the component variations to produce an animation.
Making changes to the header banner
Virgin Bet requested to use their up to date marketing material.
I considered implementing this to the header banner. 🤔
Finalising Site
After showing the initial designs to the marketing team, Virgin Bet supplied me with the latest marketing material to finalise the overall design.
Due to legal and licensing issues we could not push a football player to be on banners.
I created the components to add motion and responsiveness to the design. I used LottieFiles plugin to help dev embed the animating JSON file format.
Mobile
Most of our users are mobile first so getting information on mobile screen was key. I wanted to go for a vertical stack which would be best for mobile view.
What we do
The microsite currently has two main pages accessible via the CTA buttons labeled "What it is" and "What we do." There is also a third page, which is an article page, accessed by clicking on the "What we do" thumbnails. To enhance the user experience, I suggested incorporating thumbnails that more effectively present and organize information. This flow was mutually agreed on with stakeholders.
Final Mobile and Desktop
After many adaptations and feedback from Stakeholders, we have finalised the designs for release.
Amplitude Data
Collaborating closely with the Data Analyst and Product Manager, we conducted an Amplitude test to evaluate the Virgin Bet microsite. The test was carried out over 30 days to guarantee sufficient reach across all geographic regions.
The UK proved to be our largest market, followed by the USA. Out of 125k visitors, 17k converted and signed up for Virgin Bet via the web!
This represents approximately a 13.6% increase in converted users, driving future betting activity.
