TOM
WATERHOUSE
I designed a platform for punters to make their betting experience more efficient, joyful and faster.
Horse Racing Online Betting App
Overview
Tom is the first horse racing online betting app in Australia where punters (people who bet) can have all the bookmakers ( betting companies) with their different odds (odds are the units or measure of how much punters can bet), all in one place.Tom app is known for punters as Booking.com (hotel booking and compare the deals) in Gaming and wagering space.
In this project my job as a UX/UI and interaction Designer was to add functionality for
- Sign up with all the Bookmakers in one sign up procedure
- Linking the punters account to Bookmakers
- Compare the Odds
- Find the top price
About Tom
Horse racing is an exceptionally popular sport and was one of the earliest sporting activities to take place in Australia.
Betting is an important part of horse racing in Australia, and a significant reason for its popularity.
William Stanley “Big Bill” Waterhouse was born, the son of a bookmaker. By 1938, he was working in his dad’s bookmaking business and his influence is still felt today, through his son Robbie and grandson Tom.
Tom Waterhouse comes from a long line of bookmakers going back four generations.
My Role
Product Designer
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UX Researcher
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Interaction Designer and Tester
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​Visual Designer
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Decision Maker
Time
12 Weeks ​
Challenges
1- Bookmakers have different ways of signing up for their customers, How can we create a signup form in one platform?
2- Deposit money from one app to all the bookies
3- In only a few minutes, compare the odds and find the top price in just one screen
Problem
Time is a valuable asset for online users to find the Top price and place the bet in only a few seconds. Users have to check each bookmaker's website or app to find the best price.
* why finding Time is important? When the horse racing tips out, every second left to start the race can affect the winning price.
(onboarding, success maintains)
Goals
- How might we create a signup form that includes all the criteria of different bookies?
- How might we create a system or functionality for our users to find the Top price as quick as possible in only a few seconds before the race starts?
- How might we give users the option of depositing money to the nominated bookie to make the process of placing their bets as quick as possible?
Target users
Target user #1 Pro punter, who spends money on buying tips and already have an account with TW
Target user #2 Casual punter, who is new to TW app and tipping products
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My design process
Research
Interviews
Stakeholder interview: 2 of the stakeholders
User interview: 6 of the users
CX interview: 2 of the CX's
Survey
We ran an open ended survey at the beginning and asked our users to help us improve by providing feedback and telling us what they think is missing in the online betting apps in Australia.
Workshop and focus groups
We reviewed all the results from the Questions we asked in the surveys and interviews.
We measured all the business metrics and and KPI's. We made sure we understood the business and know who the users are.
Empathy
Personas
I developed two personas to clarify our users’ problems and the existing opportunities to better serve them
Design
User Flow (app onboarding)
Prototyping (user's account)
Hi Fidelity design (first app iteration)
AB testing
After releasing the app I measured the onboarding success, the number of users who dropped off from the second page, out of the three pages of the sign up form was about 60% and only 40% of users walked into the last part of signing up. Based on a research I did on the competitors out of Australia I decided to create another sign up form which is only in one page where users can see the procedure from the beginning.
I ran the AB testing through google analytics and divided the percentage of users by seeing equal 50-50 and after 30 days testing them the result was satisfying.
Variation A
Variation B
What did I learn?
In Tom app project I learned- Human psychology in tech and online product is changing everyday, knowing users (people), have empathy with their needs and pain points is key for a user centred products
- Monitoring user's data that we have access to, are the most valuable and insightful assets for companies to understand what are the problems and see how these problems are changing frequently.
Focus group meetings in our company were the places my team and I always
- found solutions
- motivated each other to grow and learn ( about people/users, product and new skills)
- AB or ABC testings results are always the best answers to increase user engagement, increase conversion rates, minimize risk, and effectively create content.
- By asking the users for feedback we communicate that their opinion is important to us. We involve them in shaping the business so they feel more attached to the company.
And at the end as a Product designer who focuses on the interaction between real human users (like you and me) and everyday products and services, I learned an extremely varied discipline, combining aspects of psychology, business, market research, design, and technology.