Oddschecker
Exploring pain points and opportunities for novel users
With the redesign proposal for the UK version of the website, the number of new customers signing up to the website was expected to increase significantly. Therefore, the design team decided to create a new onboarding process to help new users feel comfortable using the website.
In order to evaluate the performance of the new onboarding process, I was asked to find out how customers used our current product and evaluate the new onboarding proposal from the design team.
The main research goals of this study were to explore the pain points and opportunities of new users, and evaluate the performance of the onboarding design.
Platform
Oddschecker UK website
Year
2020
Research Methods
In-depth User Interviews
Usability Testing
Journey Mapping
Research Approach
In Depth User Interviews
First, I had to uncover the pain points associated with the current website. In order to do that, I ran 6 remote semi-structured interviews to collect information about their experiences. The interviews provided qualitative data important to explain the issues customers had with our current website.
Usability Testing
In order to evaluate the performance of the redesign, I ran unmoderated remote user testing sessions with 10 individuals. The individuals were screened on their knowledge about betting and odds comprehension, since most of our customers are not experts in betting but they have some foundational knowledge. The participants were invited to go through a series of tasks to find out how easily they could navigate around the new onboarding process.
User Journey Mapping
Using the data gathered from the user interviews and the usability testing sessions, I delivered a user journey map detailing the entire onboarding process. This map would serve as a visual reference for internal stakeholders to visualise the customer’s experience but it also makes it easier for other members of the team to read the research findings.