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User Acquisition Flow Optimization for Over/Under Game
ROLE
I worked as a Product Design Intern, optimized user acquisition flow of the sports gaming product for 4.5 million active users.
TEAM
Product Design intern, Senior Product Designer, VP of Design, SDE team
TIMELINE
2 weeks
TOOL
OVERVIEW
Sleeper is enhancing its position as a premier platform for sports enthusiasts with the launch of a new game called the Over/Under game. My role was to refine the user acquisition flow and create multiple entry points to seamlessly integrate and promote the new game within the existing platform. This strategic promotion led to a 32% increase in user conversion rates, boosting Sleeper’s visibility and helping it reach the top position in the iOS App Store sports category during the launch period.
INTRODUCTION
What is Sleeper
Sleeper is building the leading platform to connect friends over sports.
Sleeper’s mission is to create a digital playground for sports fans (casuals and diehards) and their friends to hang out – on Sleeper, users can check scores, play games, chat, send memes to each other and engage in many other fun and interactive activities. Now they provide seasonal fantasy sport game and daily fantasy sport game.
Check our product in official website!
Concept Explaination
Fantasy Sports game: Fantasy Sports is a sport game, where participants assemble virtual teams composed of proxies of real players of a professional sport.
These teams compete based on the statistical performance of those players in actual games. This performance is converted into points that are compiled and totaled according to a roster selected by each fantasy team's manager. The Fantasy sports can be divided as 2 categories: Seasonal fantasy and Daily fantasy.
Over/Under game: Over/Under is a kind of Daily fantasy game. it is a real-money contest game that allows users to make predictions on athlete’s performance in real-life sports games.
CURRENT PROBLEM
How can we attract more users to play our Over/Under game?
Fantasy football is Sleeper's most popular game. Most of the Sleeper's users are playing Fantasy football. Sleeper has now launched a new game called Over/Under and intends to promote it. They plan to leverage the large user base of Fantasy football games to attract Fantasy football users to play Over/Under game. Sleeper decided to embed a part of the Over/Under game feature within the Fantasy Football game to organically promote it.
PREVIOUS SOLUTION
Use toggle to embed Over/Under within the fantasy matchup screen.
🧐Our expectation was...
Users can switch to the Over/Under screen while checking their rosters on the Fantasy football screen to perform:
1. Play Over/Under game in the current flow
2. Use the Over/Under as a reference for their team matchup decision-making process
1. Play Over/Under game in the current flow
2. Use the Over/Under as a reference for their team matchup decision-making process
😥 But reality is...
Users rarely switch to the Over/Under screen due to the following reasons:
1. Player prediction may frequently be unavailable for Users(Blank screen).
2. The extra step to access the over/under screen does not bring significant benefits to their normal fantasy football experience.
1. Player prediction may frequently be unavailable for Users(Blank screen).
2. The extra step to access the over/under screen does not bring significant benefits to their normal fantasy football experience.
Question
How can we boost the visibility of over/under in the fantasy football flow?
HIGHLIGHT
End to end User Acquisition Flow Update for New Game.
SOLUTION
Refined the user acquisition flow and integration of the Over/Under game, boosting user engagement by 32% and reaching the top of the iOS App Store shortly after launch.
Optimize NFL Roster Strategies
I have added additional over/under data to the NFL flow. This provides users with more information to help them make decisions for their weekly matchup roster strategy, without the need to access an extra screen.
Add Over/Under Entry points in NFL
I have incorporated additional entry points within the NFL flow, which will organically increase the conversion rate of O/U games. When users click on the O/U status, they will be directed to a more detailed over/under flow that provides them with a greater understanding of the game.
Display O/U info in Player card
Displaying O/U information on users' favorite player card screen captures their attention and allows us to organically upsell our Over/Under games.
RESEARCH
From Hypothesis to Insights
Insights from our users:
To boost the visibility of the over/under game, I started by researching our users. I re-evaluated our current user experience to find areas that needed improvement. Next, I examined the user processes for Fantasy Football and Over/Under games, looking for shared aspects that could guide our design improvements. Here's what I discovered:
1.
Users are frequently directed to a blank over/under screen.
Because player predictions might be unavailable, it can be frustrating for users when they encounter an empty over/under screen.
aaaaa
2.
Users are accustomed to the current fantasy football flow.
The current fantasy football flow is already very comprehensive, and users are more accustomed to exploring within the screens of the flow.
Design goal:
Next, I thoroughly analyzed the research findings to identify recurring themes and insights, and then summarized them into design goal. Here's what I've obtained:
ITERATION
From Concept to Perfection
Design tasks
In redesigning the user acquisition flow for Sleeper's new Over/Under game, I segmented the process into three strategic steps to enhance user engagement and conversion:
tASK 1 SOLUTION
Present valuable over/under information directly on the fantasy football screen
1.🖥️ Identify Key Screens:
We analyzed the user flow to identify crucial screens where users make roster decisions, selecting these as strategic entry points for integrating Over/Under predictions.
2. 🧚 Seamless Integration:
Instead of directing users to a separate, often empty, Over/Under predictions screen, we embedded this data directly within the Fantasy Football flow. This approach ensures that users have immediate access to valuable predictions as they manage their rosters, enhancing usability and engagement without requiring additional navigation.
tASK 1 iTERATION
Over/Under information display - Player prediction status
tASK 1 iTERATION
Over/Under information display - Player prediction card
tASK 2 SOLUTION
Streamlined user acquisition flow guiding users effortlessly to the new game.
Besides showing Over/Under information directly on the Fantasy Football screen, I tried to add a buffer panel between the two games. When users become interested and click on Over/Under data, this panel will appear and provide more details to encourage users to learn more about our Over/Under game.
tASK 2 iTERATION
Over/Under user acquisition flow - Buffer screen
RESULT
Achievements and Impact
1. Increased the 32% user convertion rate of over/under
Users have responded positively to our new upselling way of Over/Under in the NFL, as evidenced by a significant increase in user conversion rates for Over/Under.
2. Top #1 in iOS App Store for sports
I completed this project in just two weeks, optimizing the roster process for NFL users. The release of this new feature coincided with the upcoming football season, and our app reached the top spot in the sports category on the App Store in August 2022.
TAKEAWAY
What I have Learned..
1. Pixels perfect matter 🎨
When I worked in my school project, I didn't aware of the importance of pixels perpect until I worked in the real industry environment. A "dirty design" may cause a lot of trouble for both engineering developement and future design iteration. Now I know whenever I have to design something that has to be presented on digital displays, use the dimensions in exact pixels. no decimal no fraction. Use exact whole numbers of pixels for dimensions as well as the position of the Object. This small tip will help to create more sharp exports and precise artwork.
2. Sync up meetings matter 🐾
Before my internship, i was a perfectionism designer who only want to present my works after I have settled down all the details and polished my work to perfect.However, during my time in a cross-functional team, I came to appreciate the importance of on-time syncing in the project development process.In a cross-functional team, syncing up is critical because every department has their own unique perspective, and they all play a crucial role in the success of the project. As a UX designer, it is essential to align my design work with the development team to ensure that the user experience is not compromised. Through on-time syncing, we can catch potential design issues early on and make the necessary adjustments. This not only saves time but also ensures the product is delivered on time, meeting the needs of the end-users.