App ·
FanDuel ·
2024
Bonus Bets
Expanded access to bonus bets across the FanDuel Canada experience.
Company
FanDuel
Role
Product designer
Team
2 front-end engineers, project manager
Year
2024
Duration
3 months
Platform
iOS, Android
Context
As part of FanDuel Canada, I led the redesign and product development of the Bonus Bets feature, helping users access and use bonus bets across multiple areas of the app.
The experience required more than a single entry point. Users could interact with bonus bets through Fastbet, the Betslip, Bet Receipt, and the Account page. Each touchpoint needed to support its place within the broader betting journey while maintaining a cohesive experience across the product.
The goal was to deliver a consistent experience across these entry points and account for the different scenarios in which users could utilize bonus bets.
My role
I led the design of the redesigned payment experience for the Canadian market. I worked with product and engineering to diagnose drop-off, adapt learnings from the US team to a market with different payment behavior, and iterate through A/B testing to launch.
Approach
Here's how I approached the work by looking at Bonus Bets as a connected product experience rather than a collection of individual screens:
1. Map the user journeys
I identified the different areas of the app where users could access and use bonus bets, including Fastbet, the Betslip, Bet Receipt, and the Account page.
2. Account for key scenarios
I developed design flows and mockups to illustrate the different scenarios in which bonus bets could be used. This helped establish a shared understanding of the experience across the product and development teams.
3. Align with cross-functional partners
I presented the proposed flows and MVP overview to the product owner and engineering teams, ensuring the feature's entry points and intended behaviors were clearly communicated ahead of implementation.
Solution
I designed a connected Bonus Bets experience that supported multiple entry points throughout the FanDuel Canada app.
The solution accounted for the different ways users could interact with the feature across Fastbet, the Betslip, Bet Receipt, and the Account page. I documented the key flows and scenarios, providing product and engineering partners with a clear view of how the experience should work across the application.
By defining the MVP flows and presenting the supporting designs, I helped establish a consistent approach to delivering the feature across multiple touchpoints.
Result
Following launch, the Bonus Bets feature:
Increased user engagement: The feature contributed to a 15% increase in user engagement.
Expanded access to bonus bets: Users could access bonus bets in more places throughout the app, creating a more connected experience across the betting journey.
The feature improved user engagement while making bonus bets more accessible throughout the app.
What I learned
This project reinforced the importance of thinking about features as part of a broader product ecosystem.
When a feature spans multiple entry points, designing individual screens is only one part of the work. It's equally important to understand how the different journeys connect, account for the scenarios users may encounter, and communicate the intended experience clearly to product and engineering partners.
It also highlighted the value of connecting design decisions to business outcomes. By delivering an experience that supported multiple user journeys, the Bonus Bets feature contributed to increased engagement and demonstrated the impact that cohesive product design can have on the overall experience.