Buabook

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User Research & Design Process

I came into Buabook early in the development of the concept. Through an iterative and collaborative process, with continuous wireframing and prototyping I aimed to turn a complex betting concept into an intuitive experience. Basic wireframes were used to outline the user journey and evolve my prototypes based on early user feedback. Catering to both experienced traders and novice sports fans, I adjusted our design strategy based on interviews and data analysis, ensuring the platform met the needs of all users by offering detailed analytics for experts and a simpler, educational interface for beginners. WIreframing naturally led into design of our initial flows. Our preferred structure presented as a comprehensive dashboard that allowed users to get a good overview of player prices, track player performance, and trade over the course of a soccer season.

User Research & Design Process

I came into Buabook early in the development of the concept. Through an iterative and collaborative process, with continuous wireframing and prototyping I aimed to turn a complex betting concept into an intuitive experience. Basic wireframes were used to outline the user journey and evolve my prototypes based on early user feedback. Catering to both experienced traders and novice sports fans, I adjusted our design strategy based on interviews and data analysis, ensuring the platform met the needs of all users by offering detailed analytics for experts and a simpler, educational interface for beginners. WIreframing naturally led into design of our initial flows. Our preferred structure presented as a comprehensive dashboard that allowed users to get a good overview of player prices, track player performance, and trade over the course of a soccer season.

Early wireframes for trade page on Version 1.0. This was before we took a strategic decision to licence player images.

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Evolving the Product

One of the key insights from beta testing was the users' desire for more immediate rewards. This insight led to the addition of the Match mode, emphasising real-time price updates mapped to performance stats, and streamlined trading processes within the 90-minute window of a football game. This required optimising the platform for speed, reliability, and real-time updates, ensuring that users could make informed decisions quickly.

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Evolving the Product

One of the key insights from beta testing was the users' desire for more immediate rewards. This insight led to the addition of the Match mode, emphasising real-time price updates mapped to performance stats, and streamlined trading processes within the 90-minute window of a football game. This required optimising the platform for speed, reliability, and real-time updates, ensuring that users could make informed decisions quickly.

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Evolving the Product

One of the key insights from beta testing was the users' desire for more immediate rewards. This insight led to the addition of the Match mode, emphasising real-time price updates mapped to performance stats, and streamlined trading processes within the 90-minute window of a football game. This required optimising the platform for speed, reliability, and real-time updates, ensuring that users could make informed decisions quickly.

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Promo imagery used in social media advertising

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Final design and impact

The UI/UX of the final design facilitated a novel betting experience that was intuitive, engaging, and accessible to a broad audience of soccer fans. In its first year, Buabook was awarded a UK Banking license, a testament to the platform's integrity and the robustness of the underlying financial model. The platform facilitated over £2.4 million in trades, highlighting the market's appetite for this new form of engagement with sports. The dual-mode functionality catered to different user preferences, offering both the long-term strategy of the Season mode and the excitement of real-time betting in the Match mode.

Final design and impact

The UI/UX of the final design facilitated a novel betting experience that was intuitive, engaging, and accessible to a broad audience of soccer fans. In its first year, Buabook was awarded a UK Banking license, a testament to the platform's integrity and the robustness of the underlying financial model. The platform facilitated over £2.4 million in trades, highlighting the market's appetite for this new form of engagement with sports. The dual-mode functionality catered to different user preferences, offering both the long-term strategy of the Season mode and the excitement of real-time betting in the Match mode.

Final design and impact

The UI/UX of the final design facilitated a novel betting experience that was intuitive, engaging, and accessible to a broad audience of soccer fans. In its first year, Buabook was awarded a UK Banking license, a testament to the platform's integrity and the robustness of the underlying financial model. The platform facilitated over £2.4 million in trades, highlighting the market's appetite for this new form of engagement with sports. The dual-mode functionality catered to different user preferences, offering both the long-term strategy of the Season mode and the excitement of real-time betting in the Match mode.

Achievements and Reflections

The journey of designing Buabook's UI/UX was filled with valuable lessons. Foremost among these was the importance of flexibility and responsiveness to user feedback. The iterative design process, grounded in real user experiences and data, was crucial in developing a platform that met and exceeded user expectations. Additionally, the project underscored the importance of balancing complexity with usability, ensuring that even the most innovative features remained accessible to users. The success of Buabook demonstrates the potential of user-centred design to create engaging, intuitive, and innovative digital experiences.

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