Senior Product Designer
3 months
Figma
Imagine this:
You're at your favorite TAB, the air thick with anticipation and the faint aroma of spilled beer. Suddenly, your phone lights up with a personalized token that enhances your betting experience, making you feel like a VIP.
That’s the kind of magic we created with TAB Offers—a token-based reward system designed to gamify generosity and personalize the betting experience.
A project that not only transformed how our users engage with betting rewards and insurances, but also redefined what it means to feel valued in a competitive landscape. With a blend of innovative design and strategic thinking, we set out to gamify and elevate the customer experience to new heights.
In the bustling Australian betting market, we faced significant challenges standing out in this competitive landscape
• Competitive Offers: Our rivals, like SportsBets and Neds, were rolling out enticing rewards that kept punters coming back.
• User Retention: With loyalty waning, we needed to create a system that not only retained users but also attracted new ones.
• Personalization: Users craved a more tailored experience, wanting to feel recognized and valued.
• Utilizing Physical Venues: With thousands of TAB venues across Australia, we needed to leverage this unique asset to enhance user engagement.
(01)
We meticulously mapped out user journeys, ensuring that every interaction was seamless and intuitive. This involved creating a choose-your-own-adventure style experience where users could easily navigate through their options.
(02)
We developed a clear and logical structure for the Token Hub, allowing users to manage their tokens effortlessly. This structure ensured that even complex betting scenarios felt straightforward.
(03)
Using Figma, we crafted high-fidelity, interactive prototypes that served as the foundation for our design. These prototypes were not just visually appealing; they were functional, allowing for real-time feedback and iteration.
(04)
We ensured that TAB Offers provided a consistent and engaging experience across all devices. Whether users were on their phones at the track or on their desktops at home, they could easily access their rewards.
(05)
We introduced dynamic elements like "Boosting" and "Shielding" tokens, complete with engaging animations. These features made the betting experience feel more interactive and enjoyable.
We envisioned transforming TAB's extensive network of physical venues into dynamic reward hubs. By leveraging geolocation technology, entering a TAB venue would increase the value of a user's digital tokens. When one user activates a "Boost" at a venue, all patrons present would benefit from enhanced rewards, fostering a sense of community.
To drive traffic to these locations, we proposed integrating this information into the TAB venue locator, allowing users to see which venues were currently "Boosted." This concept aimed to enhance user engagement and encourage more foot traffic to physical TAB locations.
While we planned to personalize the offers, we thought we could take it a step further and offer full control to our users. "Pick your pack!" We proposed allowing users to choose from various offer packs tailored to their betting preferences.
Whether they were horse racing enthusiasts or multi-sport punters, this feature aimed to provide a truly personalized experience, putting the power of choice directly in the hands of our users.
To capitalize on major sporting events, we suggested creating exclusive event-specific packs. For example, during the NBA season, these packs would offer unique betting opportunities, catering to specific user interests and enhancing their overall experience with TAB.
This project wasn't just about designing a rewards system; it was about reimagining the entire betting experience. We took risks, pushed boundaries, and created something truly unique. While I can't share the exact designs due to confidentiality, I can assure you that the storyboards were as vibrant and engaging as the experience we aimed to deliver.
In the end, we didn't just meet market expectations, we raised the stakes. That's how you transform a betting app into an unforgettable experience, backed by solid design and technical expertise.