Background

We identified a bet type in the app which resulted in high user satisfaction but was difficult to understand for new customers. We tested different education types to fix this.

Other contributors

UX researcher, Product owner

Product Designer

I was tasked by the product team to design education for one of our most popular bet types, Same Game Parleys (SGPs). I worked with the UX research team to discover how customers currently feel about the bet type. I also created a number of possible solutions that was critiqued by the wider design and product team and user tested with new FanDuel customers.

The goal

We know Same Game Parlays bet type is one that our users enjoy most. Not only that, but it’s a bet type that results in a major impact on user retention and is a big money maker for the business. But our new users who aren’t familiar with sports betting find this bet type complicated and hard to discover. We wanted to address this so any user can enjoy Same Game Parlays.

Objectives

• Sports betting is intimidating, and we want to help our new and existing customers learn the product so they can enjoy it to it’s full potential

Problem statements

• At this time, users are left to their own devices when it comes to making SameGame Parlays

• Aside from Same Game Parlay promos that may entice the user to try it, there isn’t anything to get them over that hill

Speaking with customers

As part of our testing, we spoke with 8 customers and asked them to simply define what they thought Same Game Parlays were. The user definitions were mostly incorrect and in some cases not even close.

Customers graded their understanding of the correct definition of SGPs

As well as asking customers to add their own definition to same game parlays, we also presented the correct definition and asked them to rate their understanding between 1 and 5. The average score was 1.9.

A parlay with multiple bets from the same game. You must win every leg of the bet for it to cash. This can often include; spreads, totals, player props and game props.

The same group of customers also went on to say that they didn’t feel comfortable throwing away money on something they didn’t
understand. Other reasons included the feeling that there was greater risk, they were more comfortable with other bet types, and the time associated with making an SGP bet.

How do customers like to learn?

The UX research team knew from other studies and from direct feedback that visuals engage them, concise information is important (no long blocks of text). They also like learning by doing.

Consistent entry and exit points of education

To ensure we had a consistent experience between the education types we chose, we created an entry and exit point.

The entry point was a new type of promo card embedded in the betting list. We positioned the promo card here to maximise eye balls on the education for this bet type. We would have some logic around this card so that it wouldn't be shown for customers who have already placed a bet of this type.

We created an exit point which took customers to the position where they could easily place an SGP bet with the sport type that they enjoy most. The sports offered to customers to choose from would vary based on the time of year to account for sport seasons starting and ending.

Entry point insights

• A good portion of users did not notice the banner or recognize it as a place to learn more

• Some users said they thought it was an advertisement. Others were unsure if that’s where they should be going

• 3/6 new users located the information easily

• 8/13 existing users located the information easily

We chose 3 different education types to test

We created 3 different prototypes to test our theories around what was the best way of delivering education to customers. This was based off of education types that we had explored by trying direct and indirect apps in the market.

1. Single view

We wanted to see whether a single screen with a simple description of the feature might be enough for customers to understand the SGP bet type. This followed the same pattern that we used for other features in the app. We knew it would be quick and simple to implement with minimal engineering time.

Insights

• Users liked that the information was broken down into three easy steps, with key information in green.

• Most users felt they would need moreinformation, which could include an example

• After placing the SGP users felt very confident, but felt that info could have been provided up front

2. Stepped variant

The thought process behind this style of education was focused on combining static written content with video and animation. Our assumption was that the nature of a stepped journey meant that users would be able to progress at their own pace. The time in-between steps would provide time to comprehend the lessons we were trying to deliver.

Insights

• Participants mentioned that they liked the way the info was presented, but that they would like to try it themselves.

• They would like for the visuals to loop so that they can read and watch at their own pace.

• Users loved the simplicity of the presentation.

3. Video variant

From previous research, we knew that video content resonated well with users. But all of our content to date was focused on people talking to a camera. This was our first attempt at a video type that focused on taking the UI elements from the app and animating them to explain a feature.

We increased same game parley understanding for customers

We sent out 11 unmoderated tests to customers to test the education prototypes. The stepped and video variants had the most positive feedback and with the entire experiene, end to end, had an SGP understanding score of 4.27. That's over 3 rating points more than when we started prototyping new ways of explaining the bet type.

What's missing?

We concluded the project with some appropriate next steps