At Pointsbet, I took on the responsibility of overseeing the creation of a Daily Fantasy Sports App that would not only compete with existing DFS apps but also serve as a customer acquisition tool in US states where sports betting was not yet legal, and as a Free to Play game in Canada. One of the primary objectives of this project was to build a database, as DFS alone was not a significant revenue driver. To achieve this, working with the product owner and product manager I designed a new and unique style of DFS that would appeal to first-time users and increase the potential for organic growth. As we worked on this project, I recognized the challenges and expenses involved in competing against established DFS game types, while still ensuring that we maintained the integrity of our brand identity. To ensure that the user experience was seamless, I oversaw the wireframing of the app and the creation of a user flow, making minor adjustments to the final designs. By keeping the wires tight, we were able to streamline the UI stage and deliver a final product that met our goals.

The initial concept for the game was relatively straightforward. However, through collaborative discussions with stakeholders and continuous iterations, the user journey evolved significantly. This iterative process allowed us to refine the initial rough idea and align it with our desired goals. By incorporating feedback from stakeholders and considering user experience (UX) at every step, we were able to shape the concept into a more robust and engaging experience for our target audience. The collaborative approach and focus on UX played a vital role in guiding us towards our ultimate vision for the game.

This deck presents research supporting the use of a Daily Fantasy App as a valuable user acquisition and marketing tool for PointsBet. The research shows that integrating such an app has great potential for PointsBet. By providing users with an engaging daily fantasy experience, PointsBet can attract a wider audience and enhance brand recognition and customer engagement. The research highlights the importance of prioritizing user experience (UX) to ensure the app’s success.

In developing the Daily Fantasy Sports App for Pointsbet, one of the key features we focused on was enabling users to easily select a date and game, scroll through available games for that date, and then choose a contest. To make the process seamless, we designed the interface to include five contests, each referred to as a ‘streak’. The goal of each streak is to accurately predict a series of questions, starting with who will score the first touchdown, and then progressing to subsequent questions based on the user’s ability to predict accurately. The more consecutive questions the user correctly predicts, the more points they earn. This unique approach to DFS gameplay offers users a fresh and exciting way to engage with the app, with the added benefit of increasing the app’s potential for organic growth.

To enhance the user experience of the Daily Fantasy Sports App we developed for Pointsbet, we included a feature that allows users to draft five players from either team. The player selection process was designed to be intuitive, with users able to either scroll through a list or search by player name. During the wireframing phase, we initially envisioned this process as a modal overlay, but during the UI stage, we made some changes to optimize the solution. We also incorporated a Streak order selection feature, which allows users to either go one by one or pre-set the entire streak. This added flexibility provides users with more control over their gameplay and enhances their overall experience of using the app.

To make the user experience of the Daily Fantasy Sports App we developed for Pointsbet even more user-friendly, we added a feature that allows users to pre-set their entire streak, selecting the players for each question and confirming their selections. This feature offers added convenience to users who may prefer to make their selections all at once rather than one at a time. Once users are satisfied with their selections, they have the option to reuse them or return to the betting screen by selecting “bet again.” This simple yet effective solution streamlines the user experience and offers users greater flexibility and control over their gameplay, contributing to the app’s overall success.

To provide users with a comprehensive and engaging experience in the Daily Fantasy Sports App we developed for Pointsbet, we incorporated a feature that sends a message to the user’s phone to notify them of the accuracy of their predictions. After the game is complete, users can view the leaderboard to see how they performed and then have the option to send an email to enter the prize draw. During the UI stage, we made some changes to further optimize this process, placing the option to send an email before displaying the leaderboard. Finally, we decided to show the leaderboard as the last screen to provide users with a sense of closure and a final overview of their performance. These refinements to the app’s interface not only improve the user experience but also increase the app’s potential for user engagement and satisfaction.

To ensure the optimal user experience for the Daily Fantasy Sports App we developed for Pointsbet, we created a UI design that closely followed the initial wireframes. While there were some minor adjustments made during the design process, the generic skin we developed remained true to the original vision for the app’s interface. By adhering closely to the wireframes, we were able to ensure consistency and familiarity for users, making the app easy to use and navigate. The resulting UI design provides a clean, polished appearance that is both professional and engaging, contributing to the overall success of the app.

In creating the PointsBet skin for the Daily Fantasy Sports App, we faced several challenges that required innovative design solutions. For instance, Pointsbet did not have the rights to display team logos, which meant that we needed to develop a device that would immediately signal to potential customers which team they were looking at. To achieve this, we used circular shapes to display team colors, creating a distinctive and recognizable visual identity. Additionally, we “gamified” the look and feel of the app, using bold and engaging illustrations for the helmet icons. To address the issue of not being able to show players’ faces, we opted to display their shirt numbers in team shirt colors, ensuring that users could easily identify their chosen players. By overcoming these challenges, we were able to create a PointsBet skin that was both visually appealing and highly functional, contributing to the overall success of the app.