• PRODUCT DESIGNER

CONTACT

DAVID TRAN

• PRODUCT DESIGNER

WORK

ABOUT

CONTACT

DOUBLEUP FANTASY SPORTS •DAILY FANTASY GAMES •SHIPPED 2015

Using gamification to attract fantasy sports enthusiasts.

OVERVIEW

Create a daily fantasy sports platform featuring classic and innovative games

The daily fantasy sports industry was in its early stages, with many platforms vying for the attention of fantasy sports fans. However, attracting interest was just the start as it was crucial to help users learn how to participate in this new format.

ROLE

Product Designer

ROLE
Product Designer

TIMELINE
Mar - Jul 2015

TEAM
1 PM, 1 Engineers, 1 Product Design

TIMELINE

Mar - Jul 2015

TEAM

1 PM
1 Engineers
1 Proudct Designer

SKILLS

Product Design
Product Strategy
User Research
Branding

IMPACT

42%

Site Traffic

36%

User Retention

29%

Revenue Increase

CHALLENGE

BASELINE

Whole site looked outdated only three months after launch, hurting user trust.

The website and platform were built without a designer, which was noticeable to users. While competitors faced similar challenges, they were also developing their brand identity in the emerging daily sports fantasy market. The concept was new and exciting, just like the users.

BASELINE

The initial version of the site was launched primarily by developers to test the market and attract players. However, several pages, including a dashboard, were still incomplete.

RESEARCH

Sports fans typically focus on fantasy games that align with their favorite sports.

We invited five active users to our office for usability testing and gathered their feedback on favorite features. We also shared a site questionnaire to collect more insights. Users found the interface intuitive and familiar compared to other platforms. Our main goal was to understand how to spark their interest in exploring additional sports offered on the platform.

SOLUTION

Revamp branding and develop new, highly engaging sports games.

We recognized the strong connection between video games and sports fantasy that resonates with many sports fans. To support this, we developed tutorials that simplify the basics of sports fantasy, making it easier for newcomers to learn.

Our focus on creating a responsive website ensures a seamless experience for mobile users. Additionally, we designed and branded new games that engage fans of one sport by introducing them to others, often highlighting athlete statistics comparisons to deepen engagement.

LANDING PAGES
Landing pages were created for each sport in an effort to promote other sports through the funnel.

DASHBOARD
Dashboard created as a welcome point for users. They find different games, join quick games, track games and watch live scores.

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.

FANTASY SPORTS GAMES
Mini sports games function independently from the main site. These games usually compare the statistics of one athlete against another.

RESULTS

Updating the DoubleUp branding boosted user retention and site traffic by 42%

Building user trust was crucial, especially on platforms requiring deposits to buy credits for gameplay. Many users were hesitant, so we introduced a risk-free play money feature for exploration. Adding a PayPal option boosted revenue by 12%, supported by trust badges and encryption that reassured users during transactions.

The fantasy sports mini games became the centerpiece of the rebranding, inspiring competitors to create similar games. These mini games generated the highest revenue on the site.

42%

Site Traffic

36%

User Retention

29%

Revenue Increase