NAOMI SONG
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Million Dollar Tipping

Million Dollar Tipping

UX Research  |  User Testing  |  UX Design  |  UI Design

Background & Problem

Million Dollar Tipping is a responsive website project that enables AFL and NRL tippers to submit their tips, access statistics, participate in tipping pools, and create personalized competitions. To explore the complete website, visit: https://www.sportsbet.com.au/tipping/

Unlike the previous Sportsbet tipping site, this new version is responsive, meaning it adapts to different devices and screen sizes for an optimal user experience. Additionally, it is embedded with betting opportunities, allowing users to engage in betting alongside their tipping activities. Moreover, the website offers a single sign-in feature, streamlining the login process for users.

Research

  • Facilitated workshops with business stakeholders to ideate potential solutions

  • Competitor analysis

  • Affinity mapping

  • Designed user flow & sketches

  • User testing with share findings

Key Findings

  • The site was not designed for mobile and tablet devices, resulting in a poor user experience on these platforms.

  • Confusion during the transition between the Million Dollar Tipping site and the Sportsbet main app, indicating a lack of integration and seamless user flow.

  • The website lacked sufficient information and statistics regarding team performance, which affected the users' ability to make informed tipping decisions.

  • The visual hierarchy of the site was unclear, potentially leading to difficulty in navigating and finding relevant information.

  • Customers expressed a desire to place bets directly on a game through the website, suggesting a need for integrated betting functionality.

  • Users mentioned the importance of sharing tips through social media channels, indicating a desire for enhanced social sharing features.

  • Customers faced difficulties during the registration process, indicating areas of improvement in terms of user-friendliness and clarity.

UI & Responsive Design

This design concept aims to address the identified issues and create a more engaging and streamlined experience for tippers. It focuses on presenting diverse streams of data and information, including round tips, matches, lineups, prizes, and social media sharing, in a visually appealing and simplified manner. The goal is to enhance user engagement across all channels and devices. By implementing this new approach, the tipping website seeks to provide a more seamless and immersive experience for tippers, improving their overall engagement and satisfaction.

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Achievements

  • Over 81,000 registered AFL tippers and 76,000 registered NRL tippers, indicating a strong user base.

  • Became the most popular tipping site in the industry, highlighting the success and recognition of the platform.

  • Successfully re-branded Million Dollar Tipping, giving it a new look and feel to attract and engage users.

  • Created and maintained a pattern library, ensuring consistency and efficiency in design and development.

  • Transformed Million Dollar Tipping into a responsive webpage, enhancing accessibility and user experience across different devices.

  • Embedded betting opportunities into each tipping round, providing users with the ability to place bets directly on games, increasing engagement and revenue potential.

  • Provided tippers with more team performance statistics, enabling them to make more informed tipping decisions based on comprehensive information.

  • Increased the number of bets placed, indicating improved user engagement and participation in betting activities.