The Problem
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The client wanted to deliver a frictionless, app-wide betting experience, but their existing bet slip journey was disruptive, pulling users out of browsing, slowing bet placement, and creating drop-off in high-intent moments.
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Our Methodology & Approach
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• Within-subject moderated usability testing across key betting journeys
• Competitor benchmarking to isolate friction in the bet placement flow
• Post-launch targeted testing including CTA placement, stake entry and visibility states
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Key Insights
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• The full-screen bet slip disrupted momentum, particularly for multi-bet or in-play users
• Users showed a clear preference for non-disruptive, in-context interactions seen in competitor apps
• Speed and continuity were more important than additional features at the point of bet placement
• Prioritising speed, visibility and minimal interaction cost over feature depth was the clear recommendation for the core betting moment
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Project Deliverables
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• Designed and launched a Quick Bet slip component embedded within core betting journeys
• Enabled rapid bet placement without navigation away from markets
• Iteratively optimised post-launch through targeted testing (e.g. CTA placement, stake entry, visibility states)
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Results
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• Measurable improvement in perceived ease of placing a bet
• Reduction in interaction friction during key betting moments
• Stronger alignment with user expectations set by best-in-class competitors
• Established a post-launch testing framework for continued optimisation of the bet placement experience.

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