Betway.
‍Improving discoverability.

After looking at a collection of clickstream data from the event pages, it was easy to see that users were scrolling a lot, and spending a lot of time clicking around on these similar markets, before finally making their selections. There was also a significant drop off in these pages where it was easy to see that users were either not placing bets, or abandoning bet slips.

It was very easy to see when looking at the  majority of the larger sports books in the  US and UK, that Betway was somewhat lagging behind in its presentation of these related markets.

I hypothesised that with a simple restructure that had minimal development impact, we could create combined markets that reduced time on task and hopefully reduce the number of abandoned bet slips.

This restructure also included a new tertiary navigation into the market groups to further combine additional data points into a single card.
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User testing revealed that the users had no issue locating markets that were hidden or difficult to locate, with the general user sentiment being that the groupings felt intuitive and like those seen in other sportsbooks. The key metric however was a 10% reduction in time on task.
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Internal stakeholder presentation of the concept and findings was well received and the work was backlogged.

After having the combined markets up and running for a few months, the data came back very positively with a clear reduction in time on task (8%), but no discernible drop in dwell time on the app as users were rather happily adding more outcomes to their bet slips, and the number of abandoned bet slips actually dropped by 2%.
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This aligned clearly with business goals and led to further improvements to be made to the event pages, with a rework of the Player Props markets, and the addition of market descriptions - a mechanism that offered a no-jargon short description of what a betting market was, or the rules around it - with the aim of making the app more appealing to less experienced players.