FanDuel Sportsbook

My Role
Lead Product Designer
Project Length
2 years and counting
Team Size
6 designers & researchers
Live Site
In 2018 sports gambling became a state regulated law, as such multiple betting providers raced to enter the market once opened. FanDuel was one of those entrants and after hitting the market with a white-labelled application, it quickly became apparent that a proprietary tech solution was required. This kicked off the ‘NxtGen’ project, the aim was to build our own fully native application which could scale with the market.
The Challenge
The US market is very immature, which means there are a whole host of users who have either never placed a bet before or have done so in other regions. As such there is a need to create an experience which catered to complete novices as well as experienced bettors.

The application also had to be incredibly flexible, from state specific regulation on responsible gaming and location services to live streaming, stats and scoring across 16 different types of sports. The content needed to be flexible enough to change completely depending upon what sports were in season or which promotions/games were available.

Furthermore the applications speed and efficiency was crucial, tasks such as deposit/withdraw, bet placement and cash out could all impact a user’s ability to place a bet on a live game. If customers are delayed or inhibited they could potentially turn to a competitor.
Whiteboarding navigation flows per sport.
The Target
The aim of the app was not to completely re-imagine the existing application as we did not want to deviate massively from our existing solution. The aim was to make minor incremental improvements that responded to several user needs. Whilst it is still early days in the applications release there have been promising signs which show that application significantly outperforms its predecessor, this will continue to be monitored and improved as necessary.

Defining user flows within the native iOS application.
Design & Iteration
Given that there was an existing application which the team was re-designing there was a plethora of research and analytics to inform design directions. The team began by distilling down the app into key areas of functionality and tackling them through iterative workshopping, low-fidelity design work and rapid testing to validate decisions. This was repeated across several key areas of functionality reflecting upon the learnings and using these to inform the next feature set.

Once confident in a design the team was able to pass to engineering teams for investigation, any subsequent changes were of course remedied and again validated with users.
Initial wire framing of core user journeys.
Wire framed prototype created for user testing core journeys.
Higher fidelity betslip iterations.
Validate
The final implementation was reviewed and again tested with user’s to validate. This continued through each implementation until final research was conducted prior to launch aiming not only to identify any bugs, but to validate that the entire experience meshed together as expected.
Example GIFs of Principle prototypes created for user testing sessions.
The Result
Upon release we saw that users found the experience markedly smoother and easier to use. Several rounds of pre and post launch testing informed us that the new implementation would make customers lives significantly easier.

Analytically the new app significantly outperforms its predecessor, although at an early stage these analytics will be closely monitored and inform adjustments as necessary. This app will provide the foundation of the FanDuel sports betting experience going forward and a whole host of exciting features lie ahead of us!