Pinnacle
Design-Driven User Engagement
Pinnacle App Design
| Homepage Design
Experience Design from Zero to One - Creating engaging startpoints and accessible center
Role
UX Designer
10/2022-09/2023
Timeline
Responsibility
• User Research
• Wireframe
• User flow
• Design System
About Pinnacle
Pinnacle, formerly known as Pinnacle Sports, was founded in 1998 and has since provided bettors with a unique offering which focusing on delivering the best odds and highest betting limits for each market. Pinnacle specializes in the best sports markets and has also achieved significant success in the esports market in recent years. The company currently serves customers in over 100 countries, with a primary customer base in North America, Europe, and Asia.
Core Business
Online sports & Esports betting
Online Casino
Target Users
Sports enthusiasts with varying levels of interest
Core Market
Online markets such as sports and esports
Pinnacle development status: Monthly data
Product user base
26 K
Monthly activities
3.5 M
Bounce rate
49.66%
Why we are creating the app experience
01
Misalignment with User Scenarios
- Low Retention and Weak Engagement
As more users prefer mobile devices, the web experience's drawbacks are becoming evident. The lack of mechanisms and incentives to encourage ongoing use results in high user churn and low engagement
02
Low Business Conversion Rates
- Incomplete Commercial Value Conversion
The desktop user experience lacks a complete conversion loop, with unresolved pain points and inadequate feedback mechanisms, leading to low business conversion rates
3%
Conversion rate
19%
Conversion rate
55%
Conversion rate
Business Goal and Product Value Breakdown
Success Metric
Create an experience loop to boost product appeal,
increase user retention and repurchase, and drive profitability
User Reach
Boost product attractiveness
Enhance the visual & content appeal of the homepage
User Activation
Increase user engagement
Strengthen Seamless Navigation Experience
User Perception
Item Strengthen the
perception of value
Enhance user control & increase repeat purchase capability
User Retention
Increase repeat purchases rate
Create an experience loop leading user repurchase
How to Optimise?
- Starting with the User
Competitve Research
Analyse top Canadian apps to identify Pinnacle’s strengths, weaknesses, and find design opportunities, guiding future decisions
Conduct interviews to identify challenges and needs. User testing and surveys to gather user flow issues and opportunities
Interview & User testing
Led a co-creation workshop with users to refine the homepage design and prioritize app features based on their feedback and needs
Co-design Workshop
Analyzed data to identify user pain points and needs, then developed data-driven design solutions to enhance user experience
Research Wash-up
Focus on Platform Research:
Key User Personas
Through user interviews and collected feedback, summarise and categorise archetypes using quantitative and qualitative analysis
Journey Map
- Analyse mental models to identify opportunities
Qualitative - Problem Summary
Structure Homepage Strategy and Framework
Redesign the homepage to cater to three main target user groups, tailoring the layout based on different user scenarios and needs. Currently, the homepage serves as a strong guide to stimulate user demand, with enhanced navigation to improve accessibility to other pages.
Competitive Research - Conclusion
Competitive Research - SWOT Analysis
Competitive Research - Product Analysis
Competitive Research - Conclusion
Competitive Research - SWOT Analysis
Competitive Research - Product Analysis
User Research
User testing
Search/wager/view bet
Co-design workshop
features & homepage
Empathy Map
User journey map
Homepage Wireframe
How to Stimulate User Motivation
By analysing these dimensions, effectively assess user preferences based on their previous searches or bets. Optimise the placement and hierarchy of activity banners and recommendation information on the homepage and search pages. This will provide users with a more flexible and comprehensive list of events, reduce search and browsing costs, and stimulate user engagement.
Positioning & Search Functionality
Popular Matchup List
Favourites/League Promoted Area
User Reach - Enhance Visual Appeal
Optimise event recommendation logic
- Increase relevance for users & improve user journey
Scrollable menu to view more
This allows users to easily switch between different sports categories on the homepage to explore a wider range of events.
Display users' favourite events
To enhance user engagement, the homepage now includes a section that showcases events related to the user's favourite sports or teams.
League recommendations
This section is on adjusting the layout to match different user scenarios, ensuring that the homepage effectively drives user interest.
Homepage Prototype
Optimize the placement and hierarchy of activity banners and recommendation information on the homepage and search pages. This will provide users with a more flexible and comprehensive list of events, reduce search and browsing costs, and stimulate user engagement.
Pinnacle Homepage
Improve Navigation
Increase Recommendation
Optimise layout
