A major project had delivered suboptimal results when designing a shared view of six game products. I led a mobile-first redesign and validation of the designs, which brought measurable business improvements.

User story

Mikko is thinking about placing a Pitkäveto bet. His favorite team is playing tonight — it’s the ice hockey match of the day!

Could we bring bets from other betting products into Mikko’s customer journey?

From a business point of view, would that make sense?

Initial proto

User flow

We organized a design team workshop. The workshop built on my leagues view design (second layout below).

Usability tests results

The leagues view fit our customers’ world well. Because customers chose betting targets by sport league, test participants liked the leagues view concept, and found it intuitive.

Personalized page navigation

An ideation workshop

What to show in the leagues view in its empty state, when landing there?

Two multidisciplinary teams designed improvements. Each team had a designer, a data scientist, and a betting product specialist.

Workshop outcome

Two similar designs with personalized quick links. A Quick Links design pattern was the winning approach.

A new proto

After the workshop, we designed a personalized page navigation with quick links and a pre-selected league.

Spot a trophy – it marks a winning design!

Findability & conversion

More often than not, first version in production is not a winning design. For this reason, it often pays to AB test UI elements that affect findability and conversion rates.

First AB test

Concept design

Behavioral insights

In our first AB test, customers had trouble finding the Leagues view. See funnel above. But once they found the view, they most often navigated further to products from there.

Second ABC test

Versions

Our Data Scientist Jarno developed a new machine learning model to personalize leagues. We designed two UI versions, which are both built around the ML model.

Sales conversion

Both versions converted well, but the list version performed even better.

Extent of product use

Both versions increased the average number of products that a customer purchased.

Final flow

The leagues view became the app’s third most popular betting view!

Thanks!