Recently, I undertook a comprehensive case study for a British company, diving into the UI/UX aspects of their live sports betting interface. The goal was to evaluate a specific screen on both desktop and mobile applications, focusing on enhancing the user experience using a football scenario as an example. I am presenting bits of my UI/UX study below.
In the sphere of sports betting, the live or in-play betting experience has transformed how enthusiasts engage with their favorite games. Placing bets during the course of an event, rather than solely before it begins, adds an element of excitement and unpredictability to participants. However, the success of live betting platforms isn’t solely determined by the odds or available markets; the user interface (UI) and user experience (UX) play a crucial role in attracting and retaining users.
Understanding the context
Live betting, often synonymous with in-play betting, offers users the opportunity to bet on ongoing games, reflecting real-time changes in odds, based on live game developments. However, amid the competitive landscape of live betting apps, a seamless user interface plays a huge role in influencing users’ choices in selecting their preferred platform for betting.
My UI/UX study process
My study started with an in-depth analysis of the live betting market, exploring existing solutions and studying competitors. Upon evaluating the interface of this specific app, I identified various areas that would need improvement.
Issues such as inconsistent color usage across text, icons, and navigational elements were visible at first sight, based on W3C Accessibility Guidelines. Additionally, the interface’s low contrast rendered it inaccessible to a broader audience. Also, certain user interface elements signaled user actions but lacked adequate visual cues about the subsequent action, potentially causing user hesitation or confusion.
My UI/UX study contribution
I presented a detailed analysis of the current interface, highlighting its shortcomings, and proposed several changes, aimed at enhancing credibility, ease of use, and overall consistency.
Key components of my contribution included:
- Thorough market research
- Definition of user personas
- Identifying user tasks and flows
- Comprehensive analysis of desktop and mobile UI
- Identification of UI elements needing improvement
- Detailed suggestions for UI/UX enhancements
- Integration of accessibility considerations
Concluding thoughts
In the evolving landscape of technology and applications, user experience holds immense significance. Users are open to adapting to new interfaces, but once they encounter a solution with a more intuitive and engaging UI, they swiftly gravitate towards it, often changing their provider.
A refined and user-centric UI/UX is the key differentiator in a crowded market, ensuring that users not only stay, but also advocate for the solution they love.
Remember, in the pursuit of technological advancements, never underestimate the power of a seamless and engaging user experience.
Contact me if you’d like a case study of your solution! Let’s see how we can improve it!
