Sports Bet
Role
UI/UX
Visual Identity
Tools
Figma, Hotjar, Wordpress & Google Analytics.
Year(s)
2022-2023
Project Brief
Revamped a low-performing Sports Aggregator PPC site to boost Google SEO rankings. The site's main purpose is to showcase and compare bookmaker offers in a single-page format.
Project Overview:
- The problem (Pain Points and Interviews)
- Research trends and competitors.
- Mock ups and Layout development ideas.
- Proposed final and Key Performance Indicator.
- Website & Mobile (Before and After)
- Further improvements?
User Pain Points
& Interviews
The challenge?
This site was operational for a while, but due to its poor performance, it was taken offline. The initial development of the project had been undertaken by a former colleague. The Stakeholders showed significant interest in the project, leading my Project Manager to prioritize it and request a briefing.
I initiated the project by engaging in in-depth interviews with our users and stakeholders to gain insights into their experiences and challenges. Additionally, I used Hotjar as a metric tool to identify areas of user dissatisfaction.
User Persona?
We have done many sites like this in the past and contacted our regular users via email. We invited 8 users that volunteered for in person interview. Our users are aged between 21-50 who work professions such as Construction and IT roles.
User Research
Had they tried user research in the past and failed?
No they did not and this was the issue in my opinion. If there is no research being conducted, we are not creating a solid product that users want.
Were the team pro or anti-user research?
Pro but when asked, the previous designer did not have much time to schedule with UX Researchers. The project was rushed without any proper thought.
What was the development methodology?
Working in Agile methodology across different teams (Developers, SEO, Project Manager, Users and Stakeholders).
Ideation & Critique
After market research and gathering inspiration, i showed our Stakeholders what our competitors are doing better.
These competitors featured what our users were looking for such as filter section and use of brighter colours etc. I began annotating UI elements i like and how we can implement some of these features.
I began drafting wireframes by using my research, the pain points from users to come up with a sleeker design. Our Stakeholders wanted me to provide them variations of different layouts to choose from. I would then gather feedback on what works and what doesn’t and why.
Final & Results!
Final Proposed Version
After creating variations and gathering feedback between each process. This lead me to help shape the final version. I finally got final approval for development.
Statistical Significance?
We conducted a 4-week testing phase to assess outcomes, revealing a remarkable 70% surge in traffic! This translated to 1200 clicks and an 8% boost in conversion rate!
I wanted to catch up with our users to see what they thought of the revamp.
Jump in Google
Search Ranks 🚀
With the support of our SEO team, incorporating new keywords significantly improved the site's performance, moving our page from the second search results to the first!
Design System
Design Systems played a crucial role in maintaining quality in design and development processes.
Improvements?
Users suggested what can be done better next time.
“The payment method section refers to the methods our bookmakers accept. Users can potentially misunderstand thinking the site accepts payments.”
“If the filter is fixed on page we can use the space below for advertisement purposes. This can potentially create second income stream.”
“Create a contact page or include email in footer incase of site maintenance or issues.”
