TLDR: Balancing demanding user needs, stakeholder expectations, and tight tech constraints is a challenge for every Lead UX. This project was no different. Read on to learn how to to seize opportunities to not only deliver, but also showcase key roadmap features, an improved overall experience, true to the Agile spirit.
A Sneak Peek
Over the last few months I was tasked with designing the ‘best-in-class’ ultimate mobile sportsbook and casino UX experience. A massive project, so I’ll guide you through it in bite-sized chunks. This is one of the more complex mobile programs I’ve been involved in so I’m going to attempt to split it up into manageable bite-size chunks.
First up: An overview
A test of diplomacy
My design was based on user research, interviews, reviews and feedback from CS teams. The company also has 10 brands that must fit the framework in its portfolio, so design flexibility was paramount. This had a serious impact when considering translations as adaptability across multiple domains and languages was key, and required next-level diplomacy when it came to satisfying territory managers, personal taste and best-practice.
From Vision to Reality
The Bet Slip and Beyond
An initial design had built a mobile wrapper over the previous 18-months, but a refresh was required. Agile has its benefits, but it’s difficult to implement a design vision too early on, as the product changes and is not known on day one. Iteration, then, becomes the hero, the champion of healthy progress. For a UX deep dive of the following, please click back to more from this wish-list;
Building your app; A wish-list
Side bar functionality*
Universal, scalable and mobile friendly
Gateways*
Sports, Inplay and Casino
PIN Login*
How to leverage functionality from todays modern smartphones
Error handling*
Super important and often overlooked
Pagination*
Mobile friendly, off course
*Note: I am constantly re-visiting, re-working and updating this Building your brand app wish-list, so please come back for more.
The Journey Continues…
This is just the prologue post; I’ll be drilling down on details (I’ll be diving deep into the nitty-gritty of Account Management and sidebar functionality and Quick-Bet) for this exciting project over the next few months. From the outset, the ambition was to create a “best-in-class” mobile web experience. I championed the UX, advocating for a consistent font size and prioritising swift, efficient task completion at every turn.
So, join me on this UX odyssey, and together, let’s explore the ins and outs of crafting a mobile sportsbook and casino that sets the bar!
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15 Years Experience | Workshop Wizard | Design System Ninja
Finance | Gambling | Healthcare | Recruitment
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