Senior Product Designer
3 months
Figma
In a post-pandemic world, the landscape of betting was shifting, and so were the expectations of our users.
At TAB, we recognized the need to redefine social betting, transforming it from a solitary activity into a vibrant community experience.
Enter Bets Friends, our ambitious initiative to turn casual punters into engaged members of a thriving social ecosystem. As the Senior Designer leading the Betting: Generosities and Social Mission, I was at the forefront of what the next exciting evolution of this would be.
From Follower to Brand Advocate
• Redefining "Social" - In a world where physical distancing had become the norm, we needed to clarify what social betting meant for TAB.
• Bridging Digital and Physical - How could we connect our thriving TAB venues with the digital realm?
• Empowering Users - We aimed to create a platform that transformed casual punters into content creators and brand advocates.
• Understanding New Users - We had to design for a new breed of online social punter, who could have different expectations from TAB's offerings.
To tackle these challenges, we began with a deep dive into the existing Bets Friends product. We created a journey map that highlighted the user experience, breaking it down into four key stages:
1. Adoption: The moment a user joins Bets Friends, eager to explore.
2. Follower: Users absorb content, following tipsters and engaging with the community.
3. Creator: Users evolve into content creators, sharing tips and insights.
4. Advocate: The ultimate goal—becoming a TAB-verified Tipster with a loyal following.
Understanding our users was crucial. We didn't start from scratch, but instead built upon the solid foundation laid by our Voice of Customer team. We took their existing personas and extended them, adding new attributes to capture the essence of the social punter. This approach allowed us to leverage our existing knowledge while adapting to the evolving landscape of online betting.
By enhancing these personas with social betting characteristics, we illuminated the behaviors and motivations of this new breed of punter. These refined personas became our compass, guiding our design decisions and ensuring we met the needs of both our existing audience and this emerging social segment.
Our deep dive into user behavior and market trends led us to propose two game-changing strategies. Each was designed not just to connect users, but to create a framework for a thriving ecosystem that could keep them coming back for more.
We envisioned TAB doing more than just facilitating betting; we saw potential to create a vibrant community. Here's what we recommended.
(01)
We proposed enhancing TAB Profiles, conceptualizing them as platforms where users could showcase their tips, performance metrics, and potentially earn badges reflecting their expertise. Our designs included concepts for strike rates and performance indicators, providing users with tangible ways to measure and display their betting skills.
(02)
We designed a concept for a robust search function that could simplify the process of finding like-minded punters. This was complemented by designs for an AI-driven recommendation system that could suggest relevant tipsters and bets based on user behavior and preferences.
(03)
We developed a concept for a multi-faceted reward system. This included designs for integrating with the existing TAB Offers platform, creating a seamless connection between betting activity and potential rewards. Our proposal included ideas for dynamic reward allocation and a tiered membership system.
(04)
Transform the competitive aspect with dynamic leaderboards, seasonal tipping competitions, micro-competitions, and venue-specific challenges. We also proposed gamified achievements where users could unlock tokens by completing tasks like sharing tips, and a dashboard for performance insights.
We recognized the unique advantage of TAB's physical presence and sought to leverage it in our digital strategy. Our recommendations focused on creating a seamless connection between online engagement and in-venue experiences.
By integrating these elements, we aimed to create a robust ecosystem that not only enhanced the digital betting experience but also reinforced the value of our physical venues. This strategy was designed to set TAB apart in an increasingly digital market, leveraging our unique position as both a digital platform and a network of physical locations.ShareRewrite
(01)
Digital Nudges to our In-Venue Experiences - We proposed implementing digital prompts within the app to encourage users to visit physical TAB venues. These nudges highlighted exclusive in-venue offers and experiences, emphasizing the "don't miss out" factor to drive foot traffic.
(02)
Building on the Bets Friends concept, we suggested introducing venue profiles to the platform. This would allow each TAB venue to have its own digital presence, complete with followers and a community channel for patrons. We designed self-service tools to empower venues to maintain their profiles, make announcements, and engage directly with their customer base.
(03)
Betting with TAB - We explored the potential of leveraging our work on TAB Tokens to create a defensible market offering that combines our physical and digital presence. This concept is still a work in progress, as we aim to refine how these tokens can provide unique benefits to customers who engage with TAB both online and in-venue. Our goal is to ensure that this offering effectively enhances user loyalty and differentiates TAB in a competitive landscape.
While specific metrics remain confidential, our strategies aimed to significantly increase user engagement by creating a more interactive and rewarding experience within the app.
We sought to boost in-venue betting in a digital-first world by encouraging users to visit physical TAB venues through targeted digital nudges and exclusive offers.
Additionally, our initiatives aimed to create a more connected community among punters, fostering relationships and interactions that would enhance user loyalty and satisfaction.
By integrating social features and gamified elements, we envisioned a vibrant ecosystem where users could share their successes and experiences, further solidifying TAB's position as a leader in the betting industry.
Our recommendations for Bets Friends weren't just about creating a social betting platform; they represented a reimagining of what betting could be in the digital age. We proposed a community-driven, engagement-focused ecosystem that could blur the lines between online and offline experiences.
By integrating these elements, we aimed to create a robust ecosystem that not only enhanced the digital betting experience but also reinforced the value of our physical venues. This strategy was designed to set TAB apart in an increasingly digital market, leveraging our unique position as both a digital platform and a network of physical locations.
This holistic approach is how we aimed to stay ahead in the fast-paced world of betting, setting trends rather than following them, and always keeping the focus on user needs and business objectives.