Conducted competitor analysis, semi-structured interviews, and user heat map analysis
Reviewed existing screens and created wireframes
Created hi-fi mobile and web screens
Created a new design system from scratch
🔥 Annual Revenue Per User (ARPU) increased from $996 to $1788
🔥 Engagement increased by over 200% in the first quarter post the deployed release.
🔥 The DAU/MAU ratio of Power Users increased by 287% in a 6 months period.
DexWin Bet is the world's first licensed decentralized bookmaker whose offerings included major sports like Football, Basketball and NBA. Revenue depended on engagement from a dedicated user base on the website and mobile platforms. Leadership recognised a stagnant user base and negative engagement. There was need to add new features and improve the overall visual look of the platform to come across as more reliable. The major problem areas included inconsistent CTA's, heirarchy, visual language and lack of variety in betting offerings.
I worked on the end to end revamp of the platform including key landing pages and the design system.
For the case study, I will be going in detail into 3 key designs:
Pre and post login landing pages including CTAs and dashboards.
Promotion cards and AI image implementation using Midjourney.
Visual language, brand identity and design systems from scratch.
Competitor Analysis
Assessment of competitor data with regards to average value generated vs time spent, and the key factors driving them. Looked at platforms like Stake and Flatstudio's portfolio to study heirarchy of information, ease of access to all required data fields, CTA placement and visual language.
User Heatmap Analysis
Analysis of Hotjar recordings revealed key abandonment patterns and usability barriers on the platform pre and post login (tools in use - Semrush & Hotjar).
Usability Testing + Semi-Structured Interviews
I conducted usability testing and semi - structured interviews with avid users of sports platforms (n=8). Participants thought the platform's visual design lacked the professional polish users expect from a trusted betting service and CTAs were hard to establish.
💎 Scalability
There was a need to add more sports betting options, features (live events, e-sports), promos and creating an online social betting community on the platform to increase engagement.
💎 Poor Inforrmation Heirarchy
User research revealed that poor information hierarchy was directly causing user abandonment
Participants were consistently struggling to navigate crucial platform pages.
💎 Weak Visual Language
User confidence in the platform was significantly undermined by inconsistent visual styles
Research revealed weak branding and call-to-action buttons was directly impacting the willingness of users to engage further with the platform.
Redesign the landing pages of the platform with a refined visual heirarchy and easy to navigate features to increase engagement.
User interviews, testing and an audit exposed visual inconsistencies in detail.
I made several paper and digital wireframes after studying Flat Studio and Stake's portfolio. I discussed with leadership before implementing the final designs.
After a comprehensive discussion with leadership and senior product designer, the best features from the wireframes were condensed into a working final design.
The information on the older landing pages was poorly organised. The new grid layout is designed to make the platform look less overwhelming.
✅ User need addressed - easy to scan and consistent grid even after login.
Previously, the platform had two main CTA channels, which showed confusion as per heat map analysis and usability testing. Now, both connect wallet and login is combined into one main actionable CTA on the page.
✅ User need addressed - streamlined login and connect wallet.
The older designs did not feature an intuitive dashboard for the ongoing games pre-login which made users question if the platform was genuine. The larger card offerings were removed and replaced with intuitive and visually appealing icons.
✅ User need addressed - Drive engagement, build trust to encourage wallet connections and bet placements.
Promotions and trending games as a means to streamline interest and login.
✅ User needs addressed - Exciting features
The Dexwin post-login home dashboard retains the same layout integrating a range of wagering options including Football Basketball, Dota2 etc. with real-time updates on upcoming and live games. The betslip section on the right is easy access to view existing bets, trending bets and 'place bet' button for quick parlay creation.
Using AI to generate professional visual styles to make promo cards and integrating them seamlessly in the existing landing page layout.
Being a startup, we did not have any visual assets to start with. I leveraged AI to create visually interesting and cohesive assets for the platform. I color corrected the generated visuals and used them to make promotional cards and offers.
Designed visually interesting promotion and trending cards
I made promotion cards for the web and mobile platforms to fit the visual style I was building. I also made sure to retain the original layout of the page as I integrated promo cards in the design.
I explored pre-login landing pages with promo cards and trending bets.
Created a design system from scratch to establish DexWin's brand identity and visual language.
Dexwin lacked an existing visual framework. I created typography, buttons, icons, colour palettes and cards and defined usage and hierarchies for each of them.
More coming soon..
Worked on end-to-end design processes to improve user engagement through data-driven design.
User retention on platform increased by 34% and CTA discoverability increased by 17% in the first week post deployment.
Created the foundation designs for the social betting platform.
The DAU/MAU ratio of power users increased by 287% in a 6 months period
💰 Increased engagement = increased profits
The platform saw a boost in engagement and user base. The annual revenue per user increased from $996 to $1788 in the first quarter.
🙆 The visual language was received well
The redesigns saw more engagement and hot jar recordings showed clearer paths of discovery from users. Leadership received the visual style well and it became the foundation for further iteration and growth.
Focus on accessibility
DexWin has a vast user base and I would have liked to spend more time focusing on accessibility and white mode options- creating iterations and conducting more user testing.
Conduct a second round of usability testing
I would have liked too conduct another round of usability testing before shipping the first revamp.
Balancing business and user needs
I learnt how to leverage user analysis and create complex visual solutions based on the user and business needs.
Quick iteration and feedback goes a long way
Visual design is hard to establish and requires a lot of feedback and constant changes. It is important to have deadlines and goals. I learnt to balance quick iterations with user centric design. Having a new, work in progress design system was a challenge to work around.