MOBILE APP

Tabcorp is the largest provider of wagering and gaming products and services in Australia. Their main app is TAB.

The main goal of this project was to reduce new TAB users aged 18-35 from going dormant within the first 60 days after signing up to TAB.

As a member of Aura design team, I actively contributed as a UX/UI Designer throughout the entire design and development process.

How might we reduce new TAB users aged 18-35 from going dormant within 0-60 days after signing up to TAB?

User challenges within the first 0-14 days:

• Approximately 51% of users discontinue their engagement between the initial login and placing their first bet. This drop-off is attributed to impulsive actions during social occasions or major events, leading to sign-up without a commitment to return.

• A significant portion (40-50%) of users are novices in betting, yet the app assumes a level of familiarity with betting app navigation, causing a usability gap.

• Users tend to browse multiple sportsbooks, selecting the one with the best prices, facilitated by a shared wallet feature.

• Disengagement is observed during the 72-hour Identity Verification (IDV) process post sign-up.

Impact on TAB business:

• Low Revenue Per User (RPU) for new users

• Increased acquisition costs for new users, leading to a potential long-term revenue decline as high-value users diminish over time.

COMPETITOR INSIGHTS

• Horse racing content focused on being informational and transactional.

• Limited innovation in presenting race forms and reimagining horse racing content.

• Emphasis on betting markets, evident in the transactional user interface and app layout.

• Minimal video or audio content, with reliance on partnerships with third parties for syndicated tips and news.

HYPOTHESIS

We believe that an increase of a new user RPU will be achieved if new TAB users who are novice or casual punters are presented with an engaging and education homepage/onboarding experience that includes content that matters to them.

We will know we are successful when the users interact more with the app by measuring the frequency of a unique user opening the app.

TARGET AUDIENCE

Participant Group 1

• Type: New to betting

• Age: 18 to 35

• Gender: Male/Female

• Educational Background: N/A Personal Interests: Sports (all), Racing (Horse etc), Socially active, Group/Work betting or tipping

• Technology Usage: Mobile, Web, Tablet, TV

SURVEY QUESTIONS

SURVEY RESULTS

Participant Group 2

• Type: Novice-Intermediate bettors

• Age: 18+

• Gender: Male/Female

• Educational Background: N/A Personal Interests: Sports (all), Racing (Horse etc), Fantasy league, Betting experience

• Technology Usage: Mobile, Web, Tablet, TV, Kiosk

Demographic Questions

• What is your age?

• What is your occupation?

• What is your favourite app?

• What is your preferred social platform?

Sports & Entertainment Questions

• What sport(s) are you interested in?

• Do you have a favourite team and/or player? How do you track a team/player's progress?

• What device(s) do you use to watch sports content?

• What type(s) of sport content do you consume?

• How do you plan for an upcoming live event?

• What type(s) of content do you consume while watching a live game

• Can you name any sport streaming services you know of?

• Which sport streaming service(s) have you used?

• What do you like or dislike about their experience?

• How often do you place a bet on sports?

Betting Experience Questions

For Users With Some Betting Experience

• Why haven't you had an interest in betting?

• What would make you consider placing a bet?

  For Users With Some Betting Experience

• Would watching a live game and betting influence your engagement?

• What would make you consider placing a bet?

• How much do you usually spend on a bet?

• What type(s) of bet do you usually make?

• When was the last time you placed a bet on sports or racing?

• What features do you use while browsing or placing a bet?

• What type(s) of data/features do you find useful when placing a bet?

• What betting odds do you use data to enhance your choice?

• What device(s) do you use when placing a bet?

• What other tools or services do you use when placing a bet?

• Can you name any betting services you know of?

• Which betting service(s) have you used?

• What do you like or dislike about their experience?

For Users With Some Betting Experience

• What triggered you to start betting for the first time?

• How did you learn about betting?

• How likely are you to watch educational videos or guides on betting?

• What type of incentive would you expect to receive for completing educational videos or guides on betting?

• How has your interest and experience evolved over time?

• What has stopped you from placing a bet in the past?

• What is your favourite step(s) of placing a bet?

• What step(s) do you dislike when placing a bet?

• Can you share a memorable experience from your early betting days?

• Are you influenced by popular bets or do you always back your favourite team?

• How do you confirm that the bet you’ve placed is the best pick?

• Do you engage in betting with friends or family?

• Do you receive betting tips from peers?

• How do you weigh the advice you receive?

• Do you share your betting tips with others?

• Can you name any influencers you know of related to a specific sport?

• Does their opinion or knowledge encourage you to place a bet?

• How do you manage your betting spend?

• How do you handle losses or setbacks?

Existing TAB Experience Questions

• How familiar are you with placing a bet on TAB (website, app, venue)?

• What are your first impressions of TAB's App Homepage?

• Can you briefly describe what you see on these screens?

• Is there anything on the TAB's App Homepage you want to change?

• Rank these features/categories in order of importance to you 1-10 (Social Media, Today's Trending, Highlights, Profile, Live Game or Race Stream, Popular Bets, Community, Account Balance, Personalisation, Mini Games)

The survey was conducted via Askable with:

126 Applied participants

24 Completed surveys

19-34 Age of recruited participants

Affinity Map

RESULTS SUMMARY

I created an one-page summary to present the survey results to the stakeholder, as below:

DESIGN DIRECTION

EXPERT PUNTER JOURNEY

BASKETBALL PUNTER JOURNEY

NOVICE PUNTER JOURNEY

User Profile (Eve):

Keen to join the fun and share moments with friends and social networks but doesn’t know much about betting. Will place a spontaneous first bet based on guidance from experts and community.

TAB Experience:

• A quick view of popular bets and expert favourites

• Daily mix of tailored content, beginner guides and racing vision to educate and excite based on selection of favourites

• Gamification and social sharing to encourage continued deposits.

• Levelling up the fan ladder by consuming more content and interacting with the community

• Vision with social elements and easy to follow the bet with race tracker

User Profile (Seb):

Mid-30s. Enjoys the thrill and fast-pace of racing and watching with friends in the pub, but also wants a straightforward path to usual bets.

TAB Experience:

• Next to jump reminders based on favourites/ blackbook selections bring him back to the action

• Next to jump mix of vision with last minute expert tips and content

• Next-gen data visuals such as horse tracking compliment his race day without interrupting his current betting habits

• Articles and analysis link to bets to speed up transactions.

User Profile (Bodie):

18-24 y.o. Passionate fan who enjoys the excitement of the game and shared moments with friends. Wants NBA content and data to place informed multis to capitalise on sports knowledge

TAB Experience:

• Breaking news/ highlights push notifications and in app insights related to their favourite teams and players bring them back to the game

• Daily mix of personalised latest news, highlights, stats and social related to events happening soon

• Can quickly and easily create multis for games and player props

• Vision with stats to build on knowledge or watch parties with friends to share the

• Share bets and wins with friends

WE ARE BUILDING an engaging landing experience using Aura’s contextualisation logic

FOR mobile users aged 18-34 years old, who are new to TAB or new to betting and have just joined TAB (<60 days)

SO THAT THEY CAN dive into captivating content that engages, educates, and empowers them to place exciting bets, adding another dimension on fun of watching sports with friends.