How to Optimize the User Path
06 | Optimize Search Results Display to Boost Conversion Rates
How to Optimize the User Path
06 | Optimize Search Results Display to Boost Conversion Rates
Building Strong Foundations
Smart Business Solutions
How to Optimize the User Path
06 | Optimize Search Results Display to Boost Conversion Rates
How to Optimize the User Path
04 | Reduce Friction and Enhance Conversion
How to Optimize the User Path
03 | Configure High-Frequency Actions to Enhance Content Distribution
How to Optimize the User Path
Users can browse additional related events on the specific league page
How to Optimize the User Path
02 | Create Easy To Access Layout to Shorten User Paths
01 | Building an intuitive product framework
How to Optimize the User Path
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
Focus on Platform Research:
Key User Personas
Through user interviews and collected feedback, summarise and categorise archetypes using quantitative and qualitative analysis
Competitive Research - Conclusion
Competitive Research - SWOT Analysis
Competitive Research - Product Analysis
Co-Creation Workshops
- Define Page and Feature Priorities
Recruit users matching typical personas to participate in co-creation workshops. Gain deep insights into users' understanding and priorities for different features and their expectations.
Step 1 - How user define feature
Users share their understanding and expectations of specific features.
User Voice
"The homepage should allow me to see events I'm interested in"
"Betslips and Betting history should be merged for easier access to all my bets."
Step 2 - Feature Priority Evaluation
Users will rank all features according to their usage habits and explain their reasoning.
User Voice
"Sports links should be the most commonly used, followed by links about my account"
"Frequently used links and those related to earnings should be prioritized"
Step 3 - Co-Design Homepage
Users will place features on a proposed homepage layout according to where they think they should be positioned
User Voice
"I want to quickly reach league or sports pages via something like sliding menu"
"I don’t think the hamburger menu is necessary; I prefer not to have a cluttered homepage, as it is already quite crowded"
User Testing on 3 Main Journeys
Through user testing and interviews, recreate the primary use scenarios of the product and derive users' true needs by analyzing behaviors related to these scenarios.
Competitive Research - Conclusion
Competitive Research - SWOT Analysis
Competitive Research - Product Analysis
Analyse mental models to identify opportunities
Conducted user testing and facilitated workshops to uncover key pain points and user expectations across core journeys. Mapped findings to specific features and proposed optimisations to better align the experience with users’ mental models.
Qualitative - Problem Summary
Qualitative - Problem Summary
Product Strategy
How To Increase User Willingness
01 | Create User Reach
By analyzing these dimensions, effectively assess user preferences based on their previous searches or bets. 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.
Design goal: For goal-oriented users, provide quick access to relevant information while retaining user habits. For users without specific goals, add quick access to shorten user paths and increase exposure to trending events
01 | Positioning & Search Functionality
For users with unclear goals, offer an immersive browsing experience with a dedicated section for popular events. Refine recommendations using filters and dynamically update events to drive conversions. Tailor event suggestions based on user data and adjust market values on the homepage to boost conversion rates.
02 | Popular Matchup List
For users without specific goals: Provide event recommendations and optimize sorting to help users discover interesting events through featured recommendations. Popular event suggestions should also guide users to explore further on the sports pages.
02 | Favourites/League Promoted Area
How To Increase User Willingness
User Reach - Enhance Visual Appeal
How to Optimize the User Path
03 | Lightweight Navigation Experience to Enhance User Control
How to Optimize the User Path
05 | Page Filters Setup - Simplify User Actions
