Multi Builder - Sportsbet
Project Definition
A multi bet is a bet type whereby the bettor can combine a series of single bets into one bet with the odds multiplying with each additional bet. Each time a leg is successful, the dividend and original bet from that leg are bet on the next leg. The more legs in a multi bet the larger the dividend will be.
Sportsbet's Multi Builder is a product that makes it easier for users to create multiple leg bets from one screen, instead of navigating around the app, and combining each leg on the betslip.
Customer Problem
Multi bets are popular with more experienced customers but novice bettors don’t understand how to place them.
User Research
10 Participants were involved in testing
Affinity mapping
From the affinity mapping process, we identified some key behaviours, needs and frustrations experienced by our less experienced customers.
Key findings
Experienced multi bettors were happy with the current way to place a multi bet but with small improvements:
- Multibet odds to be visible at all times, not just a flash
- Confusion around how to remove, add and change teams
- Confusion around why the specific games and teams were showing
- Issues with terminology
- Issues with fat fingers
User Needs and Goals
- All bettors interviewed are motivated by the increased odds that multibets offer
- Most novice bettors would place multibets if the process was simpler.
User Behaviours
- Most novice bettors either don't place multibets at all or place them very rarely.
- Most sports bettors bet on the primary sport markets (ie head to head, win-draw-win etc).
User Frustrations
- Find placing multibets too confusing.
- Are wary of placing multibets.
- Find terminology confusing.
User Flow
A user flow was then created to map out the user's journey through the process of placing a multi bet.
Feature Prioritisation
MVP features
- Multi Builder must cover AFL, NRL & EPL
- Multi Builder must contain only primary markets (eg, head to head, win-draw-win)
- The user must get real time feedback of increasing odds
- Call to action to place multi must be visible at all times.
- The user must be able to tap a selection again to deslect it.
Non MVP features
- Multi Builder must cover all sports
- The user must be able to switch between the three most popular markets for each sport (eg, line, first goal scorer etc).
- The user must be informed when they try to select a leg that can't be combined.
- Relevant marketing promotions can be displayed at the top of the screen.
Wireframes
Wireframing of all screens within the product. The above are the three main templates.
High Fidelity Prototype
A high fidelity prototype was then created to for user testing.
User testing findings
- Most commented about ease of use and knew what to do straight away
- Most understood what they were expected to do
- Most automatically used the scrolling menu to navigate sports. Some commented on having an arrow to identify scrolling
- Most liked seeing the Bet Count when adding selections
- All expected events to be ordered by time
Project Achievements
- Multi Builder has seen a huge increase in multi bets being placed since its launch and has generated roughly $1 million per month in revenue
- Set the benchmark which competitors followed
- Design was the centre of a large scale advertising campaign due to it’s appeal to customers. See the tutorial video and TV advertisement.