Insider
by WinTechnologies/Betway
BetwayInsider is the leading blog for information, sports content and betting tips. The new microsite was designed to enable users access live and most updated information such as groups, schedule and scores, including betting tips and statistics.
Project Check
Tools: Sketch, Balsamiq, Marvel
Team: 2 UX designers, 6 developers, 1 project manager
My Role: UX design, UX research, UI/Visual Design, Workshop facilitation, Management
Timeline: Overall: 7 weeks - Discovery & Research: 1+ weeks on an iteration basis
Overview
This project was the first initiative from Betway to include a specific microsite during a major event. Although there was an existing blog with information the request to increase traffic by focusing on more specific information was deemed critical by the company.
The Challenge
Apart from the obvious challenge of this being a brand new microsite to complement the rest of the digital assets the business has along with the time constraints, the project also came with some additional requirements that presented a specific set of challenges:
Find ways to differentiate itself and provide a unique value proposition to attract and retain customers.
The microsite would need to be designed along with the acquisition strategy requirements, as well as provide a compelling user experience to keep users coming back.
My Design Process
The first steps towards designing the microsite included a base research methodology, looking at the current blog state and the usage from various sources including google analytics.
User Experience Team Research Output.
Due to strict timeframes an aggressive approach towards scope definition and persona creation facilitated this project into early wire framing stages. However, it was crucial that this microsite will co-exist coherently with the current blog, so a wireframe inventory was generated.
An aggresive agile design and development plan.
Wireframe Inventory.
Outcomes & Lessons Learned
Upon release the microsite had a tremendous success. Positive indications from the main KPIs have sought to improve – pages per session & average session duration. The improved navigation has also vastly improved Google’s ability to crawl the entire site as one can see from the spike in no. of pages crawled per visit below. This greatly assisted the ability to rank the blog and for users to discover the content.
Would like to see and know more about this project?