Combo Multis
Some terms used in this case study may be unfamiliar to those who aren’t regular punters.
This initiative stemmed from several customer surveys that explored desired innovations in betting. By analyzing survey patterns, we generated potential ideas for innovation. We then conducted a card sorting test where punters ranked these ideas based on excitement and importance.
The results highlighted user preferences, and we assessed the development scope with the delivery teams. We decided to move forward with Combo Multis—a new bet type combining elements of a Quaddie and a Standard Multi. This bet allows punters to select races and add multiple legs while benefiting from fixed-price odds, enhancing flexibility and potential returns even with a small stake.
As the sole designer, I managed the project end-to-end, from research and conception to visualization and testing, collaborating closely with Product Managers, the Product Lead, the Head of Racing, and developers.
Overview
The main challenge of this initiative was how to create such a flexible bet type and make a seamless experience for existing and new punters. This bet type, unlike all the others, brings some new characteristics that are virtually different from every known bet type so far. This means that part of the experience will bring a ‘learning curve’ where the punters will have to absorb how it works.
Challenge
To be able to bring this idea into a feasible initiative that would still introduce an easy customer experience and aggregate value to Sportsbet brand, I organised an Ideation Workshop, where we were able to see what were the current understanding and feeling of our users around the specific bet types we would be basing this initiative on.
I also brought up some of the Data we currently had around those bets to understand in mass numbers, what portion of our customers are interested in these bet types.
Workshop
After that, to understand how the same bet types are currently working in our main competitors' apps, I’ve gone through their current app experiences to see all its details and point out positive and negative features, allowing us to have a better understanding of our customer's behaviour and the current experience we and our main competitors provide.
This workshop was essential to collect all the stakeholder's ideas towards the initiative and at the end to turn all these concepts into potential ways to address this new feature.
Competitor Analysis
Throughout all the ideas collected in the Ideation Workshop, we were able to determine 3 ways on how we could develop this new initiative. To facilitate the understanding for the stakeholders, we elaborated a presentation with all the options displayed, pointing out what would be the positive and negative points of each scenario. This way we were able to get early feedback and discuss the best option moving forward.
Ideating the Solution
In this part of the project we were able to identify all the pain points we would have to address and we managed to also organize all the main questions we would need to refer to when doing User Testing, to make sure we are covering all the guides needed to minimize the ‘learning curve’ for the punters.
By simplifying the experience we managed to save a lot of time ahead of the high-fidelity prototyping.
Wireframes
I organised 2 rounds of User Testing, testing with 10 punters in each round. We targeted punters that were new to racing betting and also experienced racing punters with interest in the specific bet types we were basing this initiative on.
On the first round of testing, we were able to identify the pain points throughout the experience, which were around the tooltips we provided in order to explain how this bet type works and also around the Odds range contained in the selections box.
With that in mind, we managed to address the main pain points by making a new guided tooltip and better representation of the Odds range. So the second round of testing turned out to be very positive. The punters were able to place the bet and understand its characteristics even before adding the bet into the Bet Slip*.
Bet Slip * Form that records how much money you place on a bet, your potential payout, as well as the odds for those bets (similar to a regular checkout).
User Testing
After the successful results of the testing phase, I was able to finalize all the high-fidelity designs and prototypes making sure all the components were according to the existing style guide libraries (Design System) and making the experience consistent with the other bet types.
After that, I organised a kick off meeting focusing on the handoff for the development team. Going through all the relevant journeys, prototypes and user testing results.
After being developed, the metrics for measuring success would be:
- General bet number turnover
- Number of bet conversions of Combo Multis X Standard Multi and Quaddies
High-Fidelity
