The Goal
Creating an app that provides statistics on football matches, compares them to bookers' odds, and finally gives insights into which bets have value. Thus, helping inexperienced bettors gain valuable knowledge and experienced bettors save time.
The Process
Throughout the project, I followed a hybrid design approach, combining the Double Diamond framework with Lean UX principles to guide the process from problem discovery to solution delivery.
01. Secondary Research - Discover the user’s needs
I conducted Secondary Qualitative Research from articles to find out what kinds of bettors there are and to learn their characteristics and needs. I found quite a few types, so I divided them into categories based on their knowledge and betting results.
02. Personas - Empathize with Users
According to the two target groups that I found from my research, I created two different personas that represent the needs and characteristics of each group of bettors.
03. User Journey Maps - Empathize with Users
Creating user Journey maps for the personas, helps us to highlight their pain points and to identify improvement opportunities.
04. Problem Statement - Defining the user’s problem
I used the most common framework to create the problem statements, the 5 Ws and H framework. Before I defined the user’s pain points, I answered who, what, when, where, why, and how to solve the user’s problem.
05. Competitive Audit - Identifying & Reviewing our competitors
Before starting to design some alternative solutions for users' needs, I found it necessary to conduct a competitive audit to have an overview of our competitor's strengths and weaknesses.
06. Wireframes - Visualizing the skeleton of the product
Before moving onto high-fidelity wireframes and mocks, I wanted to get a feel for what the core of the app would look like when put in front of me.
07. Prototype - Visualizing the final product
I make the prototypes because I think is an integral part of the design process for two key reasons:
- Visualization — Prototypes help UX designers show stakeholders how the final product would look and function.
- Feedback — Prototypes generate feedback from team members as well as test groups of users.
08. Lean UX - Think - Make - Check & Repeat
At this stage, I started to design the product and we tested it on a small sample of our target audience. I gathered the feedback and I made the adjustments to our design accordingly. We repeated the three steps till we end-up with the final solution.
