Project Overview:
The transition from a web app to a native platform presented opportunities to refine the user interface and navigation, particularly for users familiar with the existing Betfair and Betfair Exchange apps.
Target Audience:
This project primarily focused on existing PPB users transitioning from the web app to the new native iOS app. These users likely possess experience with either the traditional Betfair app or the Betfair Exchange app, or potentially both.
Research Process:
- Understanding User Flows: Through collaboration with PPB designers, we gained an in-depth understanding of the planned design changes and user flows within the new app.
- Prototyping for Navigation: Using Axure, an interactive prototype was created that simulated the new app’s functionalities and navigation structure.
- Usability Testing: User testing sessions with participants familiar with the existing Betfair apps and new users focusing on user behaviour when searching for and navigating sporting events across both the traditional betting and exchange functionalities.
Design and Implementation:
- Iterative Prototyping: Based on user feedback from testing, iterations were made to the app prototype refining navigation elements, information architecture, and search functionality to optimise ease of use and findability of sporting events within the new app.
- Focus on Consistency: A key goal was ensuring a consistent user experience across both the traditional betting and exchange functionalities. The design iterations aimed to bridge any potential gaps in navigation caused by the transition from separate apps to a unified platform.
Results:
By prioritising user research and iterative prototyping, this project aimed to:
- Improve findability of sporting events: Refining search and navigation features sought to make it easier for users to locate desired events within the new app.
- Maintain user familiarity: Maintaining consistency across the traditional betting and exchange functionalities aimed to minimise disruption for users accustomed to the existing apps.
- Enhance user experience: Overall, the focus was on creating a user-friendly and intuitive navigation system that caters to existing PPB users transitioning to the new platform.
- Reduction in time spent searching for sporting events within the app. Increased user satisfaction ratings focused on navigation and ease of use. Positive feedback on the consistency of the user experience across both betting functionalities.
Prototype of new iOS layout
Prototype and design iteration