Team
Cameron Lancaster - Product Designer
Danielle Donchetz - Product Manager
Kenny Kendrena - VP of Product
My Role
UX + UI Design
UX Research and Strategy
Design System
Deliverables
An analytics tool for sports bettors and daily fantasy players
Timeline
May 2021 - Present
The Challenge
Inside Edge has brought powerful analytics to professional sports teams and media for decades. In 2020, the company launched its first consumer-facing site, My Inside Edge, targeting the sports betting and daily fantasy market.
Despite the product’s unique content offerings, users struggled to engage with the content and there was little to no conversion to paid subscriptions.
Our Goal
I was hired in May 2021 to redesign the product with a focus on building a catalogue of engaged users and increasing the sign up conversion rate.
Our Approach
With this goal in mind, we started by simplifying our go to market strategy, adopting a user-first mentality, and focusing on the marriage of content and design.
Design Audit
My Inside Edge - Original Design
My first step was to audit the current product and pull insights on why it wasn’t performing at the desired level.
Doing too much. The original product was trying to offer a lot of content to users, but without context or direction. It was clear that our redesign would need to refined product strategy.
Poor design standards. The original design exhibited poor consistency and standards in its user interface. In our redesign, it would be important to implement a friendly, inviting, and systemized interface.
Value add is not evident. The original product does not present an obvious value added to the user by signing up. At $60/mo, it makes sense why sign up conversion rates were so low. To address this, we would need to simplify our go-to-market strategy and clearly indicate what offerings would be made available with an upgraded profile.
Personas + Journey Map
After assessing the state of the current product, I worked with Inside Edge to produce a thoughtful representation of the user that we were designing for and how they were approaching sports gambling. This allowed us to better understand our users and draw insights on the problem we were trying to solve with this product.
Our Solution
Inside Edge’s first consumer facing analytics tool will help users in the sports gambling market make safer and more informed decisions.
Redesigned product focuses on the marriage of content and design, bringing world class insights to sports bettors and daily fantasy players
Without signing up, users can view daily analytics on moneyline bets and daily fantasy games
By signing up for free, users will gain access to unlimited content and unlock additional features like search and sort
A simplified wireflow of our solution
Product Flow + Site Map
After researching and gaining insights on our users, our first step was to break down the original product and assess the information architecture of the site. It was clear that the original design presented too much information to the user, with no direction or indication for what the product could provide to them. Despite having such valuable data for users, the core of the site’s design was inhibiting them from exploring further.
Product Flow - Old Design
Our solution was to focus on the core aspect of the site, presenting consumable insights, and build it out in a way that was intuitive for users to understand.
Given our primary goal of increasing the sign up conversion rate, we wanted to build additional features that gave added value to users that signed up, and make that process accessible throughout the product.
Through design workshops, we iterated on multiple versions of our site map, ultimately converging our research and testing into a viable direction for the product.
Updated Product Flow - Signed Out
Updated Product Flow - Singed In
Wireframe Development
The next step of our process was to brainstorm and sketch what some of these pages would look like. This would allow us to visualize the different components on the page and produce a low fidelity prototype for user testing.
User Testing
After developing a low-fidelity prototype, we presented it to users for testing. Through our user testing process, we were able to draw consistent insights from users and use them to help iterate on our designs before shifting our focus to visual design and implementing a design system.
Insight #1
It was not clear to users that they could unlock more content by signing up, and thought that it was a signup for a newsletter.
Solution: Redesign of CTA and workshopping with users to develop intuitive copy.
Insight #2
Users wanted to be able to access DraftKings and FanDuel directly from the product
Solution: Link FanDuel and DraftKings in the player salary section.
Insight #3
Information architecture of the filter feature was not intuitive to users.
Solution: Card sorting workshop with users to converge on appropriate IA for filter feature.
Insight #4
Daily fantasy players wanted to be able to access the data in multiple formats.
Solution: Create a table view for users on the daily fantasy page, with an option to toggle to the player card format.
Launch + Next Steps
In conclusion, we found that there was a crucial need for third-party data and analytics to help users make safer and more informed decisions when it came to sports gambling.
Our solution was to design a refined tool for users to access world-class insights through a clear and simple value proposition.
My Inside Edge is now being developed and tested internally before launching for beta testing in Q3 of 2021. Our aim will then be to seek users’ feedback on their experience and use design and usage metrics to formalize the product before bringing My Inside Edge to market.
In the meantime, you can view some of our designs below. If you have any questions or feedback on this case study, please feel free to reach out. Thanks for reading!
