Bet Returns
Tokenised Generosity
| Sportsbet
Role
UX/UI designer
Team
Product Manager
Business Analyst
Software Engineer
Tools
Sketch, Principle
Client
Sportsbet
Backgrounds
In April 2020, Sportsbet has announced BetEasy would merge with Sportsbet and dicontinued Beteasy brand, and planned to migrate BetEasy customers to Sportsbet product in early September of the same year. Sportsbet had planned for migrations from many aspects, one of the plans was to introduce the generosity centre that is similar to "My Rewards" from BetEasy and to bring a similar experience and provide welcome bonus tokens "Bet Returns" to new migrated BetEasy customers.
Discover
Problems
Sportsbet existing offers "Money Back Special" is an automatically offer that customer can get returned in Bonus Bets if their bet results on particular conditions, for example, customers place on any greyhound race in Australia or NewZealand, if the run results are on the 2nd or 3rd position, customer can get their stake returned in Bonus Bets up to $50.
However, the problem was the customer was not able to see any information when they placed the bets on the bet slip, they only knew in the results if they received the money return.
To introduce a new tokenised offer for Money Back Special for both new BetEasy customers and existing customers, we concerned some existing Sportsbet customers were used to auto-apply Money Back Special offers. So we decided to retain the Money Back Special for existing Sportsbet customers, but also introduce a new tokenised offer Bet Returns to both new Bet Easy customers and Sportsbet customers.
Money Back Sepcial
Bet Return Tokens
Scope
The customer experience scope has included provided to new 129,000 BetEasy customers (80k customers active last 12 months would receive additionally daily Bet Return tokens.) and existing Sportsbet customers.
I worked with another designer and I was assigned to work on a particular Bet slip journey, and the other designer worked on designing a new generosity centre.
A generosity centre where customers can find tokens they can use and special promotions.
Provide a tokenised Money Back Special generosity to new BetEasy customers.
Retain Money Back Special for existing Sportsbet customers.
Merchandising tags across the entire platforms with a special icon to increase discoverability.
Support information to explain Money Back Special is an auto opt-in Special when customer place bets.
Introduce new tokenised Money Back Special - Bet Returns with new value symbol and provide an onboarding process to new users.
Prior Reserarch Findings
The research and design team previously have conducted usability testings with a conceptual generosity to understand the discoverability and visibility of the generosity centre and usability of generosity token interface.
5 Sportsbet customers who had used bonus bets tokens last 12 months participated in this usability testing.
Feedback about Generosity Centre
Half of the customers preferred to click QAM to find the generosity centre, but half of the customers prefer to click the special icon on the header to find out the generosity centre.
All customer provided positive feedback to the generosity centre where they can find all the offers and know relevant information.
Feedback about Money Back Special
Most of the customer found out some value icons were not intuitive. But when shown Money Back Special with an icon with an arrow symbol - most of the customers agreed it is recognisable.
To understand the various promotion options, customers mentioned the eligibility information was needed before they place the bets and the countdown timer is useful.
Design
Defining the user flow
I worked with the product manager and the other designer to map out the entire journey and define the user flows from where the entry points start from, then where to place the bets and what the steps for placing the bets and find the results are.
1. Entry points: From the homepage, user can discover generosity from QAM or find the promotions with generosity special icons on the homepage or racing navigation page.
2. Discover promotions: On the specific racing type page (greyhound, horse and harness) and a specific race, display the promotion banners to inform the customer of the offer conditions.
3. Place the bets: Display conditions on the bet selections on the betslip, and customer can only use one type of value with one token on a bet selection.
4. After placing the bets: Customers can see the placed bets on the pending page, and see the results with returned Bonus Bet values on the results page. Customer also can view the pending bets on the race page.
Design Explorations - Betslip
The bet slip is always the most important and complex page in the Sportsbet product. It has to be fast, easy to use and provide clear and concise information.
Some key challenges to introduce new value token Bet Returns on the bet slip.
There are:
1. Concern the existing Power Play, Bonus Bet token buttons on the betslip, also the scalability for future tokens
2. Able to glance at the eligibility information on the bet slip and able to quickly select and use.
3. Consider the interactions of changing tokens between multiple selections on the bet slip.
Before introducing Bet Return tokens, Sportsbet only provide Bonus Bet and PowerPlay tokens,
Scalability for future tokens
To consider the potential future tokenised generosity and the scalability of betslip, I explored different ways that are allowed multiple tokenised buttons on the betslip.
Accordion-style: Isolate Power Play token, and group other tokens with Apply Promo accordion.
Pros: Accordion can contain more token types.
Cons: Low visibility of eligibility information, and extra click to discover all available tokens.
Style 1
Style 2
Pros: Display eligible token counts and flexible to fit all eligible values and customer can compare to apply.
Cons: Too many clicks to discover all available tokens.
Minimalistic Desgin
I also tried to simplify the tokens that I removed the token name for Power Play and Bonus Bet, also moved them to the relevant information, such as Bonus Bet is the value to boost stake, so the new button is next to the stake field. And Power Play is the value for increase the odd, so it is moved t next to the odd.
However, there are some pros and cons to this design
Pros: Save space for future tokens and the value buttons are more contextualised to the actual value.
Cons: Customer might not recognise the icons. And Power Play value is very important and critical for customers, so it shouldn't be hidden.
Validate
Usability Testing
After the design explorations and received serval feedback, we decided to keep Power Play as the original button style but kept the bonus bet button next to the stake field, and we planned to test in the usability testing.
At the same time, we wanted to understand if we show a message for Sportsbet customer when they received an auto opt-in Money Back Special and Bet Return special at the same time, whether the information is clear or not.
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Above are the two tasks on the bet slip that were tested in the usability testing.
User feedback
New button locations
Bet Return token button generally well used, recommend refining the icon how active the icon looks, some participants thought it was on already.
2 people confused bonus bet button was the Bet Return button or an indicator Bet Return was already applied
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Recommendation: Recommend more consideration around bonus bet button (label, text, icon styling)
When users were told to place a bet with Money Back Special
Some confused by disable button, some clicked straight away.
A few users start to articulate that promos were for “everyone” and would be automatically applied.
2 participants assumed Money Back Special token would be auto-applied in bet slip due to navigating from MBS pages.
Recommendation: Further exploration of money back offer bet placement – consider a new design for next round of testing (possibly one with a label rather than tooltip is hidden behind button)
Responsible Gambling
In Sportsbet, responsible gambling is the first pritority to concern for customers. When designing mulitple bets with Bet Return buttons, if there are two bets are eligible for Bet Retuns, we designed to disable the other button and customer have to manually tab to disactive Bet Return button if they want to use on another bet.
The reason is that some customers might consider to place bigger stake with Bet Return token, however, if we allow to auto swap Bet Return buttons, customers might forget to change the stake from the previous bet.
If customers tried to tab on the other Bet Return buttons, the snack with the message about the Bet Return is being used on a different bet message will pop up.
Development
Final Design and Technical Constraints
From the feedback of the usability testing, and to show the Bonus value when it is active, we considered moving Bonus Bet back to below the stake field and next to other buttons. However, due to the Power Play value could be dynamic, we decided to remove "Bet" text from Bonus Bet. To give more space for Power Play value, we also change the buttons to more square buttons.
We recommended instead of showing the tooltip, we proposed a design with a label to indicate auto opt-in Money Back Special. However, the software engineer mentioned it is not possible to show whether this is first bet for Money Back Special or not, so we had to go back to the original tooltip style to inform customers.
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The Bet slip Responsive Designs
Due to the different buttons interactions on the bet slip, I had to consider different breakpoints with different buttons scenarios. For example, some breakpoints are not wide enough to fit all the icons, and in different breakpoints the space between buttons are different. This could go very complicated with even different Power Play values and the Bonus Bet with the active state.
Released
Released and Customer Feedback
Tokenised generosity went released in September 2020, it went smoothly and received a lot of good feedback from the customers. However, some customers were still confused with the difference between Money Back Special and Bet Returns, a customer was intended to use auto opt-in Bet Return for the first bet but it didn't seem to be work and cause more confusion. And some customer wasn't sure which bet is eligible for Bet Return until they placed on the bet slip.
The follow-up Bet Returns initiative is planned to address this feedback, and the long term goal is retiring Money Back Special and give the customer more controls to apply Bet Returns with the events they like to bet on.
For the future stage of this product, scalability and notification fatigue are the two key areas have to focus on - What if Sportsbet want to provide more value tokens, and how to display multiple value tokens on QAM and the bet slip? The excessive numbers of tokens for customers would cause notification fatigue, how might we distribute the meanfuling values to costomers?
