The WynnBET Premier Sportsbook & Casino project required a flexible and adaptable platform to cater to users across 11 states, each with unique legal restrictions.
As the lead Product Designer, I focused on creating a seamless user experience while ensuring the platform adhered to the complex regulatory requirements of each state.”
WynnBET needed a flexible sports and casino betting platform to cater to users across 11 states, each with different legal restrictions.
The previous platform struggled to accommodate the varied regulations, leading to a disjointed user experience. Users were often confused by differences in available features depending on their state, which impacted engagement and retention.
Redesigned both desktop and mobile platforms to enhance navigation efficiency.
Made core features like 'Same Game Parlay' and 'Game Boost' more accessible and prominent.
Implemented modular design to accommodate state-specific regulations, ensuring consistency across the user experience.
Internet research revealed that 70% of users accessed the platform via mobile devices. Issues with onboarding and navigation drove our focus towards simplifying these flows, particularly for high-engagement features like 'Same Game Parlay' and 'Game Boosts' to increase overall satisfaction.
Competitor analysis revealed that quick deposits and intuitive wager processes are critical for user retention. This insight informed our focus on streamlining deposits, simplifying user flows, and enhancing visibility for key features.
Users had difficulty completing onboarding and locating key features, leading to high dropout rates and user frustration.
Simplified onboarding and made high-priority features, such as 'Live Sports' and 'Same Game Parlay,' more prominent to improve accessibility and engagement.
The platform needed to be adaptable across 11 states, each with different combinations of sports and casino offerings, regulated by unique legal restrictions. This required a dynamic design that could seamlessly adjust to these variations without compromising the user experience. We implemented a modular system that allowed components to be toggled on/off based on state requirements while ensuring consistency across the platform.
We developed a modular design system that allows components to be toggled on/off based on state-specific requirements, maintaining consistency without compromising the user experience.
With competitors offering faster, more intuitive deposit and betting processes, WynnBET needed to improve not just to meet user expectations, but also to stay competitive in the rapidly evolving sports betting market.
By simplifying the deposit process and improving visibility of live promotions, we reduced support tickets related to deposit issues and increased user wagering activity.
DESKTOP UI
Pinned Navigation
Provided easy access to sports leagues, which reduced time spent searching and increased active engagement.
Relocated 'My Bets'
Moved to a dedicated page for a comprehensive view of wagers.
Live Sports Integration
Brought live sports to the main screen with a new tab row for popular games and categories.
Enhanced Search
Improved accessibility with auto-filling suggestions.
Quick Deposit
Added quick deposit button near the profile, making in-game betting faster and smoother.
MOBILE UI
Simplified Interface
Added a quick deposit button near the profile in the header.
Streamlined Promotions
Enabled opting into promotions directly from the main screen.
Enhanced Feature Visibility
One of the key issues with the legacy design was that critical features, such as wagering options, were not highlighted on the homepage. This made it difficult for users to act quickly on their wagers. In the redesign, we ensured these features were prominently displayed on the homepage and given their own dedicated sections. This allowed users to access wagering options immediately, reducing the time it took to place bets and improving overall user engagement.
Live Sports Focus
Introduced side-scrolling tabs to highlight live sports and a 'Popular' section for high-engagement games.
The redesign led to significant improvements
Users found it easier to locate live matches and other key features, leading to quicker wagers.
Enhanced feature visibility and a streamlined deposit process boosted user retention and reduced drop-off rates.
Customer support requests related to navigation issues decreased, indicating a smoother user experience.
Explore additional features that could enhance user retention, such as personalized betting recommendations and expanded promotions.
A focus on simplifying complex processes like onboarding and deposits can significantly impact user retention and satisfaction.
One key takeaway from this project was the effectiveness of modular design in creating a flexible platform that adapts to varied state requirements. This approach can be leveraged in future projects to ensure scalability and compliance without compromising user experience.