My primary role was the end to end design of the experience of a transformation project transitioning their Exchange Market Graphs from classic technology to Angular JS.
In addition I also worked on the new customer Onboarding & education guides for Exchange Italy desktop, New Jersey Mobile launches & Price Rush product.
All Bets Are Off
“ Exchange customers expressed a need advanced functionalities allowing them to bet in a more informed way, an enriched level of control & support for expected increased volume prior to event & InPlay betting. Live price updates, InPlay notifications and competitor analysis will be part of these advancements.” —Betfair Product Owner
The Approach
Packaging the ‘Market Graphs’ as a ‘Mobile Analytics Tool’ helped contain the features as one holistic product experience.
Key Features
Bettors can keep track of prices while in transit.
Compare upto 9 runners in Horse & Dog racing events.
View real time price movement relative to price change on graph.
Communicating Design
Understanding the domain and users was key. I invested time learning the Exchange betting concepts & reviewing the Exchange UX Customer documentation.
I worked with the Product Owner & the Exchange team to understand project requirements goals.
Documentation
IA research translated into flows & layouts were used to realised the tool, as a ‘runners sheet’ of information with features to allow ‘Pro Bettors’ to analyse, compare & leverage runner price changes on the go and introduce ‘Gamblers’ to the Exchange idea of informed betting & trading.
Also comprehensive annotations, storyboarding complex interactions & identify edge cases without prototyping helped with buy in from developers and designers.
Sketching
Wireframes
Low Fidelity Prototypes & User Testing
During the development of the tool a number of prototypes were produced for presentation to Senior management, Stakeholders & the wider team.
Proto.io allowed me to provide access to the prototype to team members at key phases through it's iPhone app or a link.
Prototypes
Prototypes help to realise the concept for stakeholder engagement & provided tangible artefact for the developers & designer to provide input & participate in the design process.
Testing
For testing I kept the visuals to a minimum as the concept needed to be tested for it validity.
The level of fidelity referenced the iOS GUI Guidelines for scale & were only to establishing content hierarchy. The interaction revolved around the graph and the price ladder.
Working with Experience agency ‘Fluent’ & the high value customers accounts team, a survey was produced via UserZoom. The results were documented by 'Fluent' & presented to Stakeholder.
A key non standards, feature was the vertical ‘Price Ladder’ to horizontal. This change of orientation on Mobile specifically providing a simultaneous view of the graph while swiping through the ladder, delivering a more engaging & less intimidating familiar experience for new users.
“It looks worse than the current vertical layout, just because it fits far less data into the same space. I can see how displaying the odds in the same style as the market would help new users, but you just can't see as much data - most of the view is just replicating the standard three column pricing in the main market view, and users will already have that visible in another window.” Customer survey feedback
