ESPN Bet is reimagined sports betting app offering three distinct user profiles tailored to different levels of betting experience.
Each profile comes with unique features and designs aimed at providing tools to assist users along their betting journey.
A betting platform for all betting experience levels.
Tools: Figma, Photoshop, Illustrator
Skills: Product Design, UX Strategy,
Interaction Design, Design Systems
Project Type: Independent Study
03 | PROCESS
BACKGROUND
ESPN is the premier sports media brand bringing sports into people's homes around the world. Consumers associate ESPN as a trustworthy sports media brand. On August 8th, 2023 ESPN announced that it would be launching ESPN Bet when they came to terms for an agreement with Penn National Gaming.
PROBLEM
Most sports betting apps are created for bettors with high experience levels. New users are hesitant to explore mobile sports betting because of the high barrier to entry.
OPPORTUNITY
How might we create a digital sports betting application that is tailored to different betting knowledge levels and also fosters a safe environment for all types of users to learn the intricacies of digital sports betting apps?
CONCEPT
ESPN Bet is a world class fully functional sports betting application with a twist. Unlike other platforms ESPN Bet will provide 3 different profiles depending on the user's betting experience level. Each profile will provide different features, visual designs, and tools that with help the users through their betting journey.
01 | OVERVIEW
INSIGHT
The industry is not welcoming to bettors who have no experience.
STRATEGY
Where knowledge is your winning bet.
AUDIENCE
Seasoned Bettor Profile
The seasoned profile is for bettors with some experience, It's designed for those looking to enhance their betting strategy and knowledge.
Rookie Bettor Profile
The rookie profile is tailored for those who are new to the world of sports betting. It offers essential tools and guidance to help newcomers start their betting journey.
Veteran Bettor Profile
The veteran profile is tailored for highly experienced sports bettors. It offers features similar to other sports betting apps but is designed for those with extensive expertise.
02 | PRODUCT
ONBOARDING & PERSONALIZATION - ROOKIE BETTOR
For this case study, we will be solely focusing on the Rookie betting experience & the features designed to help foster a safe betting experience for the Rookies.
When the user downloads ESPN Bet, they will be guided through the sign-up. They will be asked to pick their level of experience which will tailor their ESPN Bet experience.
Next, the user will be asked to pick a “Practice Mode Coach” which will guide the Rookie through the experience.
PLACING A SINGLE BET
ESPN Bet, even while in practice mode will still provide similar interactions to a normal sports betting experience.
In these examples, the user places a practice mode bet with help from their coach and independently.
Note: When a user is in practice mode they color of the interface will change to signify user is in practice mode.
LIVE BETS / GAMES
Leveraging ESPN's global sports dominance, the ESPN Bet app offers live streaming of games users bet on, accessible with an ESPN+ login. Users will be able to stay connected to the action and track their bets in real-time.
PRACTICE MODE, AI INTEGRATION
The first learning feature will be "Practice Mode". Which allows users to engage with the interface and place bets risk-free.
Our next highlight is the seamless integration of AI within the ESPN Bet app.
While it won't offer advice, it will readily answer fundamental questions such as "What is a spread?" or "What do the symbols + and - signify?"
When a user enters practice mode, the blend mode and colors of the interface change to signify to the user that they are in practice mode.
SAME GAME PARLAY
According to ESPN, during the Super Bowl in 2022, 31% of the bets were Same Game Parlays.
The Rookie user does not know what an "SGP" is.
After asking ESPN AI, to explain, the rookie user proceeds to place a 5-dollar bet.
MY BETS
My Bets tab is your command center for all your wagers. It's where you can easily see the bets you've placed on various games. You can track which bets are currently active, how they’re doing, and if they lost.
ESPN Bet is reimagined sports betting app offering three distinct user profiles tailored to different levels of betting experience.
Each profile comes with unique features and designs aimed at providing tools to assist users along their betting journey.
A betting platform for all betting experience levels.
Tools: Figma, Photoshop, Illustrator
Skills: Product Design, UX Strategy, Interaction Design, Design Systems
Project Type: Independent Study
More Work
You Might Like
More Work
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Kevin Kelleher
Kelleherkp@vcu.edu
More Work
You Might Like
More Work
You Might Like
Kevin Kelleher
Kelleherkp@vcu.edu
Kevin Kelleher
Kelleherkp@vcu.edu
03 | PROCESS
BACKGROUND
ESPN is the premier sports media brand bringing sports into peoples homes around the world. Consumers associate ESPN as a trustworthy sports media brand. August 8th, 2023 ESPN announced that it would be launching ESPN Bet when they came to terms for an agreement with Penn National Gaming.
PROBLEM
Most sports betting apps are created for bettors with high experience level. New users are hesitant to start exploring mobile sports betting because of barrier to entry.
OPPORTUNITY
How might we create a digital sports betting application that is tailored to different betting knowledge levels that also fosters a safe environment for all types of users to learn the intricacies of digital sports betting apps.?
CONCEPT
ESPN Bet is a world class full functional sports betting application with a twist. Unlike other platforms ESPN Bet will provide 3 different profiles depending on the users betting experience level which will change the features and visual design of the experience. Each profile will provide different features that help offer tools that with help the users through their betting journey.
01 | OVERVIEW
INSIGHT
The industry is not welcoming to bettors who have no experience.
STRATEGY
Where knowledge is your
winning bet.
AUDIENCE
Seasoned Bettor Profile
Seasoned profile is for bettors with some experience, It's designed for those looking to enhance their betting strategy and knowledge.
Rookie Bettor Profile
Rookie profile is tailored for those who are new to the world of sports betting. It offers essential tools and guidance to help newcomers start their betting journey.
Veteran Bettor Profile
Veteran profile is tailored for highly experienced sports bettors. It offers features similar to other sports betting apps but is designed for those with extensive expertise.
02 | PRODUCT
ONBOARDING & PERSONALIZATION - ROOKIE BETTOR
For this case study, we will be solely focusing on the Rookie betting experience & the features designed to help foster a safe betting experience for the Rookies.
When the user downloads ESPN Bet, they will be guided through the sign-up. They will be asked to pick their level of experience which will tailor their betting experience. Next the user will be asked to pick a “Practice Mode Coach” which will be a handful of ESPN Personalities which will guide the Rookie through the experience.
PLACING A SINGLE BET
ESPN Bet, even while in practice mode will still provide similar interactions to a normal sports betting experience.
In these examples, the user places a practice mode bet with help from their coach and independently.
Note: When a user is in practice mode they color of the interface will change to signify user is in practice mode.
LIVE BETS / GAMES
Leveraging ESPN's global sports dominance, the ESPN Bet app offers live streaming of games users bet on, accessible with an ESPN+ login. Users will be able to stay connected to the action and track their bets in real-time.
PRACTICE MODE, AI INTEGRATION
The first learning feature will be "Practice Mode". Which allows users to engage with the interface and place bets risk-free.
Our next highlight is the seamless integration of AI within the ESPN Bet app.
While it won't offer advice, it will readily answer fundamental questions such as "What is a spread?" or "What do the symbols + and - signify?"
When a user enters practice mode, the blend mode and colors of the interface change to signify to the user that they are in practice mode.
SAME GAME PARLAY
According to ESPN, during the Super Bowl in 2022, 31% of the bets were Same Game Parlays.
The Rookie user does not know what an "SGP" is.
After asking ESPN AI, to explain, the rookie user proceeds to place a 5-dollar bet.
MY BETS
My Bets tab is your command center for all your wagers. It's where you can easily see the bets, you've placed on various games. You can track which bets are currently active, how they’re doing and if they lost.
