Power Price
Experience Update
Role
UX/UI designer
Team
Product Manager
Business Analyst
Software Engineer
Tools
Sketch, Adobe XD
Client
Sportsbet
Backgrounds
Previously Sportsbet had provided a value called Exclusive Odds for customers, which is a value that provided better odds than competitors for particular outcomes based on what customers like to bet on. However, the competitors drove price perception through their product whereby they have a large array of trader picked selections.
Sportsbet wanted to use this opportunity to improve their experience, which is to rebrand the product, enhance personalised offers, adding an easy access value central hub and provide dynamic pricing boosts. At the same time, we also wanted to address current pain points from customers, such as the max stake amount was unclear on the bet slip and the Exclusive offers section in my account didn't show targeted prices.
Exclusive Odds Promotion
Discover
Plan
According to the product roadmap, we have planned out our goals in different milestones. We will just discuss Milestone 1 and 2 in this article.
Milestone 1
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Power Price replace Exclusive Odds
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Add Power Price Central
Page on Quick Acces Menu
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Restyle the price button
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Only for Sport
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Event Page accordion
Milestone 2
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Add Power Price odds button on the central page
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Introduce Racing
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Customers will get 3-5 Power Prices a combo of sports/racing (depending on their betting patterns) per day
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Buttons on the bet slip
Milestone 3
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Introduce to multi.
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Customers have a choice whether to use on their single or within their multi.
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Ideally, additional merchandising to reinforce customer has a choice of singles or multis
Research
To reach our goals, first, we wanted to understand the journey customers would take to find the information of new Exclusive Offers which is Power Price and successfully place bets.
We recruited 14 Sportsbet customers to completed 3 tasks by using a iOS mobile prototype.
Conceptual Power Price Journey
Usability Testing Outcome
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Some participants confused Power Price with Power Play (Sportsbet another Boosts product), however, when shown in the context of the app, comprehension improves.
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Participants used multiple paths to find Power Prices but also found that easily.
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Some participants found it difficult to find the Power Price offer on the event page because they had to scroll down to discover the Power Price icon.
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However, once participants learnt to look for the Power Price icon, they found it intuitive.
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Max stake message is clear for customers but most of the participants are low staking customers.
Survey Outcome
We also sent a survey to 589 customers to understand the token count and showing multiplier in the hub to improve understanding and value perception of the odds.
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The survey showed 72% of customers answered they reference token count at least every other time they bet.
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When asked the promotion values types could include in the token count, some customers didn't answer Exclusive Odds because they weren't familiar with the promo type.
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The multiplier tag with boosts odds price didn't have a major impact on understanding what exclusive odds were on each bet but did have some impact of clarity of the odds prices were being offered.
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When showing the power price buttons with multiplier vs not showing, the results indicated the multiplier had little impact on value perception.
Recommendations
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The overall flow seems working well and no major issues, and OK to proceed with the styling tested.
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Ensure the Power Price central page and the next page(event page) has a strong visual connection, recommend exploring linking to bet slip and event page.
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Recommend to follow up data with higher staking customers whether they are currently adept in working around max stake rules.
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Add Power Price to QAM and no show multiplier on Power Price button.
Design
Merchandising Buttons and the Betslip
To rebrand Exclusive Odds to Power Price, we also decided to restyle the current buttons, which means we had to look at where all the possible display Power Price buttons across the platforms. The first thing we do is map out the user flows to understand all the possible areas to cover.
Power Price User Flow
Power Price Button Designs
When redesigning the Power Price button, I had to balance the attention we wanted to catch from customers but also considering the hierarchy of value on our site, some stakeholders also Power Price is an important value and should be louder. Then I did serval design explorations.
Design Feedback
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Most of the designers like the label style, but concern about label style colour accessibility.
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The animation exploration catches the user‘s attention and keeps the original style that not too dominating on the page.
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Consider for future value promotions, what if we want the new future type even “louder” than power price, how we can create a style that giving room for future value promotions.
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Revisit the original button style – there is no negative feedback from usability testing feedback, which means this design might provide enough attention for users.
Next iteration and the decision
This time most of the people felt positive about the gold border. some feedback about the gold gradient on the button won't pass accessibility, and the intro animation only shows once that users might miss it, but also wanted to keep it simple not over complicated for development. So the result we landed on the golden border with a subtle loop shimmer button style.
Style 1
Style 2
Scalability of the bet slip
The bet slip is a very important page in the Sportsbet platform, which is the place customers place a bet and use different value types. When Sportsbet offers Power Prices, also wants to give customers options if they want to use other value on the selection bet with Power Prices. To add a new Power Price value on the bet slip, the design team has considered the current bet slip is not working for more value types and also the confusion of using "buttons" to active the values.
Customers complaints with the value button
Sportsbet's other value - Bet Return has provided an auto active Bet Return button on the bet slip because previously, the value was auto-applied. Power Price will encounter a similar issue. Sportsbet wanted to give customers options to use other values, but the result is that customers have been complaining that the new button caused more confusion. The instructions mentioned that customers have to press the button to activate the value, which caused some customers to deselect the "auto-applied" Bet Return button.
Buttons and Toggles exploration
From the above lessons we learnt, the buttons are not good for customers to select the value they want to apply. I ran a workshop and brainstormed with designers, How might we... provide multiple different value types and fit into the existing space of the bet slip?" At the same time, we also wanted to solve the problem differentiate value types in the bet slip (Power Play, Power Price, Bet Return, Bonus Bet.)
So I decided to run a Crazy 8 activity to brainstorm. After the activity, I arranged the ideas with different types - Scalability, Simplicity, Contextual Information, Visual Differentiation.
For our goal, we wanted to focus on scalability. Five styles are the possible solutions, but some are not scannable, like the accordion style and swipeable menu.
Crazy 8 Bet slip ideas
In the early design exploration, I designed the button is expandable with pill style and the square style. The other type is toggles, toggles can save space and be flexible to change toggle size and text size, but less emphasis on the price and introduce a new toggle.
Bet slip design exploraitons
The last exploration is just considered an auto-applied scenario, used a notification style to tell the customer this bet is applied with Power Price and they can tap the toggle to turn it off. This design can save more space and provide more clear information on why they can change to use other values. However, this is not a sustainable pattern and which is not scalable for future new value type.
Validate
Usability Testing
In milestone, we wanted to use this opportunity to validate some designs and some questions we want to ask through the usability testing and the survey:
The business questions we have
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Can customers effectively use toggles on the bet slip to activate generosity, easily understand what generosity is currently applied, determine which is the most valuable generosity available to them? (Usability Testing)
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Do customers want to see other runner information before placing a bet on the central PP page? If so, what information do they need about that runner if not a full race card? (Quantitative survey)
We invited 5 premium customers and we used the existing Bet Return Tokens journey as a comparison.
User feedback
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Some participants had different interpretations of the Power Price token, one participant said "What about the horse I wanna chose? What about the chance that something else I like?" He recommended that it could be that customers just add a little bit extra 1 or 2$ dollars and can use Power Price anywhere they want to bet.
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Most of the customers mentioned they would use Power Price over other generosity because it's better value.
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Most of the customers had successfully placed the bets with toggles, but some participants using the crossed-out, new price and symbol to identify that Power Price applied to their bet (rather than switch.)
Insight
Toggles were not acknowledged or actioned by participants, with the exception of one bet that utilised Power Play.
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When Power Price is active and other values are shown with grey toggles which prevented some participants from exploring other generosity.
Recommendation
Consider what we can include on the Bet Slip to aid comprehension of offers.
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Disjointed experience from My Account to Bet Slip – customers unsure how many tokens they have in the bet slip and therefore whether they want to use them.
Recommendation
When Power Price is active and other values are shown with grey toggles which prevented some participants from exploring other generosity.
Development
MVP and Button Style
After the usability testing, we defined MVP and decided to just use buttons for the bet slip first.
To replace the current Exclusive offers button, I had to look at the Power Price button style that should fit with Exclusive offers. I went to capture all buttons and looked at different scenarios and worked closely with the developers to ensure I have provided all the designs.
Power Price button sizes spec
Shimmer Animations Spec
I also provided the animations spec to let developers know the timing, motion styles of the shimmer animations on the button.
Power Price animatinos spec
The Limitation of Android
Some technical constraints are not able to show the icon at the right top corner of the button, but it's possible to show the icon within the button, so the icon on Android is located differently than iOS and Web.
Future
Next Milestone and Outcome
Overall, Power Price development went well and milestone 1 was released in June. We continued to explore the design for the Standard Multi bet type and waiting for more racing feedback from the customers.
However, the utilisation is lower than we expected, some of the reasons are like short prices have a low take-up rate, and the offers on events starting before 11 am Melbourne time have a low take-up rate.
Example of last Saturday: Sportsbet sent 53,000 offers but Power Price page views were only 6,900.
The product manager and I decided to explore some solutions to surface Power Prices on the homepage to increase utilization. The design team and I also wanted to continue to get deep-diving into the problem of buttons on the bet slip and analyse the pros and cons with different values with buttons vs toggles.
