OVERVIEW
OVERVIEW
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Background:
OfficePools.com is a fantasy service offered by GSL Group offering sports and entertainment pools. Sports pools offerings include hockey, football, golf and curling. Entertainment pools offerings include award shows, fictional TV shows and reality TV.
The Business Objective:
OfficePools had a small but strong customer-base loyal for 20+ years, but they wanted to expand their customer-base, especially their younger demographic. This supported GSL's long-term vision to make OfficePools the go-to fantasy platform for not just sports but also newer areas like eSports and certain entertainment pools.
While finding the right leads and marketing the platform to them was crucial to achieve this goal, improving the platform's usability as well as tailoring it to the new content format played a significant role.
The Challenge:
OfficePools had a legacy system that hadn't changed much for over a decade - with usability issues in many areas that were in dire need of improvement. This would be significant in driving adoption from new users, however our assumption was that existing users were too used to the legacy platform and may not prefer a significant overhaul - which would need a solution that balanced the needs of both the user groups.
Also, newer content for areas other than sports would need modifications in their existing pool formats.
Platforms:
Web, Mobile Web, Native Mobile
Team:
1 UX-UI Designer
1 Product Manager
1 Customer Success Manager
3 Developers
My responsibilities:
User Research
Information Architecture
Interaction & Navigation Design
Prototyping & Testing
Responsive UI Design
Tools:
Figma, Sketch, InVision, Zeplin
EXAMPLE SOLUTION: SCORING CUSTOMIZATION REDESIGN
EXAMPLE SOLUTION: SCORING CUSTOMIZATION REDESIGN
STEP 1. PROBLEM DISCOVERY & DEFINITION
STEP 1. PROBLEM DISCOVERY & DEFINITION
The Problem
OfficePools' pool scoring customization feature was underutilized.
This was surprising because:
It was previously proven as an important feature for many OfficePools users.
It was readily accessible both during as well as after pool creation.
Problem Discovery - Google Analytics key metrics & trends:
Time: Higher-than-anticipated time spent on this page
Clicks & Interactions: High number of clicks against only a few changes in the existing scoring settings.
This meant users indeed spent time on the page and clicked around but didn't make enough changes on the page.
This led to an assumption that users are getting stuck or confused on the page before eventually abandoning it for the next step.
How it affected the business goal
During product opportunity mapping with key stakeholders, scoring customization stood out as an important opportunity due to its value proposition for power users and pool admins, who would eventually drive more traffic onto the platform.
It was imminent to tackle this for improving the usability for existing users as well as reducing churn from new users anticipated because of the complicated user experience.
Scoring Customization Page (After pool creation): The then existing version
STEP 2. RESEARCH & ANALYSIS
STEP 2. RESEARCH & ANALYSIS
User Interview Findings
I conducted user interviews with both existing and new pool admins to gather feedback on their challenges with the scoring customization page and these were my findings:
The page was useful but:
Difficult to navigate because of extensive scrolling,
Users wanted to compare stats between categories - which was difficult because of the scrolling.
It was easy to get lost when multiple categories were expanded.
Too many clicks
Most commonly modified stats - Goals and Assists - were easily accessible.
Persona Analysis
Based on the user interviews, I started laying out a persona map to help me understand user needs and pain points better for both the user groups.
STEP 3. IDEATE & DESIGN
STEP 3. IDEATE & DESIGN
Sketches
I started sketching out my ideas focusing primarily on a very important research finding - the ability to make comparisons between your scores for different categories.
That was the very reason users needed to scroll up and down frequently in the then version in production. My solution was a table with categories as columns and stats as rows that solved this problem.
However, users still had a long list to scroll through for all the stats. I grouped different stats into collapsible sections that would help with this, although it still wasn't as elegant as I'd have liked.
Hi-fi Design
Despite my hesitation, other stakeholders were fairly confident with the new solution. While working on the mid-fi design, I started refining the layout and interactions a little more.
The tabular view was retained, but the stat groups were laid out into separate pages accessed by tabs. The grouping of tabs itself required one pass of an information architecture exercise to figure out how to best distribute the stats into categories that would make the most sense to users.
STEP 4. TEST & EVALUATE
STEP 4. TEST & EVALUATE
Usability test results:
Across 2 sprints and 14 tests with internal staff and external users, we saw:
75% decrease in Task Completion Time
42% decrease in Number of Clicks
Progress towards the business objective:
Following the release of the a bunch of improved features across the platform - scoring customization page being one of them - we saw:
4% increase in adoption from millennials
6% increase in adoption from Gen X
EXCERPTS FROM OTHER WORK I DID FOR OFFICEPOOLS
EXCERPTS FROM OTHER WORK I DID FOR OFFICEPOOLS
GAME OF THRONES POOLS
GAME OF THRONES POOLS
OTHER ELEMENTS
OTHER ELEMENTS
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