Daily Fantasy Redesign
OVERVIEW
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Designed with a focus on providing a simple, less intimidating mobile experience to help indoctrinate new users, while still offering many advanced features for experienced players.
Role: ​Lead UI/UX Designer
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User Research, User Flows, UX Navigation, UI Components, Prototyping, User Testing
"Every great design begins with an even better story."
Background
Our DFS mobile experience was aging and needed an overhaul to cater to jurisdictions that were new to fantasy sports. The goal was to create a design that would provide a second screen experience that was easy to learn and engaging for players of all skill levels in the ecosystem.
We wanted to start from scratch.
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Taking lessons from the past I was able to draw from my own experiences in the North American market and combine them with fresh insights from our European research team to create a design strategy to satisfy 3 main objectives.
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​ Create a lobby experience that was easy to navigate and less intimidating to new users
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Create a merchandising zone that would attract specific customer segments into more relevant contests
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Include UI elements that were sleek, intuitive and engaging for sports fans​
Understanding the problem
I talked with key stake holders to uncover pains felt by our users. It was revealed that:
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Individuals were confused by the complexity of the product
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Users wanted to take action but couldn't decide on the appropriate path
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Mobile devices were starting to takeover usage share and our mobile satisfaction scores were in decline
Designs
Lobby
We transitioned to a card style lobby to allow for easy single-handed navigation, added clear indicators for sport and contest type, cleaned up our filters and improved our merchandising.
Scoreboard
We wanted to ensure we created a second screen experience that was complimentary to the linear broadcast by displaying the minimum amount of information when possible to create a clean look while ensuring the details were easily available with a tap.
Draft Room
We reduced complexity, improved the imagery of our player cards and removed many of the data points European users felt were overwhelming.
Lineups
While it was imperative we continued to present all the relevant information, our focus was to create hidden options that allowed us to streamline the lineup page.