Sports Fantasy Branding — Developing a marketing strategy and designing new games to attract fantasy sports enthusiasts.
Sports Fantasy Branding — Developing a marketing strategy and designing new games to attract fantasy sports enthusiasts.
Scope/ Product Design , UX Research + Branding
Project Name/ DoubleUp Branding
Duration/ 3 month
Year/ 2015
/Challenge
DoubleUp appeared outdated just three months post-launch, which affected its capacity to build trust with new users.
DoubleUp appeared outdated just three months post-launch, which affected its capacity to build trust with new users.
The daily fantasy sports industry was just beginning to develop, with numerous platforms competing for the interest of fantasy sports enthusiasts. Yet, capturing their attention was only one aspect; it was essential to guide them in understanding how to engage with this emerging format.
The daily fantasy sports industry was just beginning to develop, with numerous platforms competing for the interest of fantasy sports enthusiasts. Yet, capturing their attention was only one aspect; it was essential to guide them in understanding how to engage with this emerging format.
The primary challenge was that the website seemed outdated just three months after its launch, which affected its ability to build trust with new users. When I joined the team a few months later, I recognized the need for a redesign and customized branding strategies. I also suggested creating new games to attract and engage sports enthusiasts.
The primary challenge was that the website seemed outdated just three months after its launch, which affected its ability to build trust with new users. When I joined the team a few months later, I recognized the need for a redesign and customized branding strategies. I also suggested creating new games to attract and engage sports enthusiasts.
/research
Sports fans typically focus on fantasy games that align with their favorite sports.
Sports fans typically focus on fantasy games that align with their favorite sports.
Sports fans typically focus on fantasy games that align with their favorite sports.
We welcomed five active users to our office for usability testing, collecting their feedback on preferred features. Furthermore, we distributed a site questionnaire to gain additional insights. Overall, users described the interface as intuitive and similar to other platforms they have experienced. My goal was to learn how to encourage their interest in discovering other sports available on the platform.
We welcomed five active users to our office for usability testing, collecting their feedback on preferred features. Furthermore, we distributed a site questionnaire to gain additional insights. Overall, users described the interface as intuitive and similar to other platforms they have experienced. My goal was to learn how to encourage their interest in discovering other sports available on the platform.
I only watch and play fantasy football, no real interest in other sports.
Jon, 21 years old
I don’t understand these new games. Do you have a FAQs page?
Joey, 24 years old
The games are easy to understand and play. I would play in some of them for sure.
Shawn, 26 years old
/solution
Revamp the branding while also developing new, highly engaging sports games.
Revamp the branding while also developing new, highly engaging sports games.
Revamp the branding while also developing new, highly engaging sports games.
The connection between video games and sports fantasy appeals to many sports fans, which inspired us to create tutorials that help users easily grasp the basics of sports fantasy. This approach significantly enhances the learning experience for newcomers. Additionally, we prioritized building a responsive website to support mobile gaming.
Furthermore, we have designed and branded new games aimed at engaging fans of a single sport with other sports. These games often feature comparisons of statistics between athletes.
The connection between video games and sports fantasy appeals to many sports fans, which inspired us to create tutorials that help users easily grasp the basics of sports fantasy. This approach significantly enhances the learning experience for newcomers. Additionally, we prioritized building a responsive website to support mobile gaming.
Furthermore, we have designed and branded new games aimed at engaging fans of a single sport with other sports. These games often feature comparisons of statistics between athletes.
Landing pages
Rather than treating all sports fans as a single group, I focused on personalizing their experience by developing dedicated landing pages for each sport and introducing engaging mini-games.
www.your-website.com
8:15
Landing pages
Rather than treating all sports fans as a single group, I focused on personalizing their experience by developing dedicated landing pages for each sport and introducing engaging mini-games.
www.your-website.com
8:15
Dashboard
Dashboard created as a welcome point for users. They can find different games, join quick games, track games and watch live scores.
8:15
8:15
Dashboard
Dashboard created as a welcome point for users. They can find different games, join quick games, track games and watch live scores.
8:15
8:15
Live Scores
Users can view real-time sports scores for their selected leagues, encouraging them to stay on the site longer.
8:15
8:15
Live Scores
Users can view real-time sports scores for their selected leagues, encouraging them to stay on the site longer.
8:15
8:15
Mini Sport Games
We have created mini sports games that can function independently from the main site. These games usually compare the statistics of one athlete against another.
www.your-website.com
8:15
Mini Sport Games
We have created mini sports games that can function independently from the main site. These games usually compare the statistics of one athlete against another.
www.your-website.com
8:15
Tutorials
Tutorial modals that allow users to easily navigate and understand the basics of the site. This greatly enhanced the experience for newcomers to sports fantasy.
8:15
8:15
8:15
8:15
Tutorials
Tutorial modals that allow users to easily navigate and understand the basics of the site. This greatly enhanced the experience for newcomers to sports fantasy.
8:15
8:15
/results
Updating the branding increased user retention and site traffic by 36%.
Updating the branding increased user retention and site traffic by 36%.
Updating the branding increased user retention and site traffic by 36%.
In addition to redesigns, we develop strategies to foster trust with our users. This is particularly important on platforms that require deposits for purchasing credits to enter contests, as many users are hesitant to use their credit cards. To enhance confidence, we introduced a play money feature, allowing users to explore the site without any real financial risk. We also implemented a PayPal option, which not only boosted revenue but also included trust badges and encryption, offering users peace of mind during transactions that resulted in 15% increase in revenue.
In addition to redesigns, we develop strategies to foster trust with our users. This is particularly important on platforms that require deposits for purchasing credits to enter contests, as many users are hesitant to use their credit cards. To enhance confidence, we introduced a play money feature, allowing users to explore the site without any real financial risk. We also implemented a PayPal option, which not only boosted revenue but also included trust badges and encryption, offering users peace of mind during transactions that resulted in 15% increase in revenue.
READ NEXT CASE STUDY — Happy Dog Box