Company
UserTesting
Duration
1 Year
Role
Senior Product Designer
Scope of work
Responsive Web
Leadership
Stakeholder management
Strategic thinking
Storytelling
About
Having failed to get the project off the ground several times due to a large number of stakeholders across the company, I was brought in alongside a new team to finally see the project through to completion.
The project's goal was to improve the user experience of the company's product, which had become increasingly hard to navigate and disjointed due to a rapidly growing feature set and user base.
Low user session times were also a concern, indicating that users were struggling to engage with the product. Furthermore, the product's information architecture was no longer fit for purpose, making it difficult for users to find what they were looking for.
Challenges
Maintaining regular communication with the C-suite leadership team to ensure that goals and priorities remained aligned with wider company objectives, due to such a drastic redesign having larger implications affecting other departments such as sales, and marketing.
Ensuring stakeholder alignment across the company, given the broad implications of the project for the business.
Navigating dependencies across several other product areas within the company, which required close coordination and collaboration with other feature teams.
Key Results
Average session times increased over 20%
Number of weekly tests launched per user increased by 15%
Increased CSAT scores
Increased usage of previously hidden features such as Workspaces and Folders
Early lo-fi concept exploration
The goal
This project centred around developing a more intuitive and user-friendly customer dashboard, providing an easy to use jumping off point to all areas of the product that were previously either difficult to find, or buried within other product areas.
The solution also needed to allow users to more easily find the information they were seeking better engage with the the product, and provide a more powerful feature set for test management and organisation
Early concept explorations helped to quickly refine project scope
UX Research
User research was a continuous process throughout the design and development of Sportsbook V2. Working alongside a dedicated UX researcher, who's primary focus centred on conducting usability testing sessions with users, gathering user feedback and distilling these in to insights and recommendations on how we might improve a feature or design was funamental to our process.
My role in research primarily involved creating user flows and interactive prototypes for any features or concepts we wished to test utilising either Sketch or Principle depending on the level of interactivity and animation desired. I also ran regular moderated user testing sessions and workshops whenever our UX Researcher was unavailable.
Componentry used for prototyping
Design
Time spent time working on various features and improvements for FanDuel's original Sportsbook was invaluable throughout the redesign of V2. It granted us the ability to identify and improve any issues we had identified in the previous project that could not be fixed either due to project scope or technical limitations.
It also meant there was a plethora of research and analytics to inform design directions. The team began by distilling down the app into key areas of functionality and tackling them through iterative workshopping, low-fidelity design work and rapid testing to validate decisions.
Alongside this, the ability to frequently test with existing users and validate our ideas proved crucial as we identified numerous pain points, edge cases, and concepts throughout the development process which could then be fixed before launch.
Lo-fi mockups and existing product comparisons were a big aspect of ensuring stakeholder alignment
Results
‘Global Nav’ achieved a range of key performance indicators (KPIs) set out at the beginning of the project that demonstrated the value of the redesign effort.
Specifically, the project resulted in increased user session times, a higher number of tests being run, and more frequent logins overall. Additionally, the redesign led to increased usage of company workspaces and folders, which resulted in higher customer satisfaction scores.
Updated (left) and existing product screens. A key constraint of the project was ensuring new navigation patterns could cater to existing pages for other feature teams