Overview
FantasyBet is a web app offering free and paid entry fantasy football contests for cash prizes. The proposition focussed on two key areas, a B2C product aimed at conversions and player retention, and a B2B white-label app marketed towards sports clubs and betting providers.
Role & Responsibilities
Working as Lead Designer within a small agile team, my role was to evolve the product from its beta phase into a fully refined, user-friendly marketable product. The project required a deep dive into UX, UI, and branding to ensure FantasyBet met the needs of its users while driving higher engagement and conversion rates.
Process
- Conducted a comprehensive UX audit of the existing beta version to identify pain points and opportunities for improvement.
- Gathered user feedback and analysed behavioural data from HotJar to inform design decisions.
- Created detailed wireframes and user flows to optimise navigation and conversion funnels.
- Developed a modernised brand identity, refining the colour palette, typography, and overall visual style.
- Delivered a sleek, responsive, and intuitive UI that enhanced usability across devices.
- Built a scalable design system, ensuring consistency and efficiency in future updates.
- Created a custom icon library to reinforce brand identity and improve visibility.
Outcome
The redesigned FantasyBet platform launched with a significantly improved look and feel, elevating the overall user experience. Introducing a streamlined user flow and an improved UI led to increased sign-ups and retention. The product became more intuitive and visually appealing, keeping users engaged for longer sessions which ultimately lead to higher conversions.
FantasyBet was transformed into a polished, better performing product that resonated with its audience.