Role
Senior UX Designer
Responsibility
End-to-End Design Process
Team
X-functional team of six
Solo Designer
- Overview
Betfair Australia is the Australian operation of the web betting exchange, Betfair. Established in 2005, Betfair Australia operates Australia’s only betting exchange under a Tasmanian Gaming Licence. Since August 2014 Betfair Australia has been fully owned by Crown Resorts.
- Problem / Challenge
Many of the active users of Betfair don’t know much about the betting and how to lay/back on bet. They also are not aware of the categories of the Betfair on where they can bet and which bet will be more beneficial to them.
- The Solution
We introduce a platform with the name of “Betfair Hub” where they can find all the articles (Expert Tips) and writings from different authors which will help them to learn how they can bet more efficiently and in a way which will be beneficial for them. We have different categories of sports where they can navigate easily between them.
Scope of Work and Timeline
All the activities involved in this project displayed over a 04 months timeline.
Understand
User Research
Business Model
Long Term Goals
Define
Proto-Personas
MVP User Flows
Design Principles
Moodboarding
Ideate
Visual Inspirations
Building Blocks
Wireframing
Prototype
High Fidelity Designs
Prototypes
Long Term Goal
Defining the long term goal i-e the optimistic view of the world where our product is successful
- In 2 years time Betfair will be the largest betting platform in the region.
Design Principles
Defining the top 5-6 design principles for the Betfair platform
Simple
Human
Activates Gratitude
Social
Instant
Accessible
Betfair’s Design System
Defining a basic foundations of brand identify for the Betfair
High-Fidelity Designs
Website mockups and prototype designed for the users
Space for Betfair Hub
We have a separate platform for hub where users have penalty of options for learning and they have liberty to navigate between different categories and they can have different expert tips to learn more about betting.
Way of Learning - Expert Tips
Expert tips are recommendations based on historical data and personal expertise, offered to assist users in making more informed betting decisions. While they can provide valuable insights, users should always do their own research and exercise their own judgment before placing a bet.
Progressive Disclosure
We use progressive disclosure to reveal information to users gradually, as they need it, rather than overwhelming them with too much information at once. In the context of a betting site, this can mean displaying key information about a bet or event upfront, and then offering more detailed information as the user interacts with the site.
Predictor Models
Predictor models for betting sites use historical data to predict future outcomes of sporting events or games, helping users make more informed betting decisions based on statistical analysis.
- Key Takeaways
Working at Betfair was a great learning experience. We followed our pre-defined design process to create a solution backed by research and validation. We were able to gather interesting insights from the stakeholders and the end users which helped shape the solution for the better. I also had the opportunity to conduct testing sessions using Useberry, and it was truly an amazing experience to receive feedback from users regarding our designs.
