Scorefam - A web3 sports prediction DApp

Scorefam is a crypto-based sports prediction platform. Users can bet on sports games and real-life events on the platform using crypto tokens.

Version 2 of Scorefam is an improved version of the Scorefam MVP, with more features and more thought-out decisions.

I started working at Scorefam in 2021 as the lone designer on the team. I designed the MVP and the second version of the product, and led a team of 3 designers when the team grew.

Building a user-friendly product in 2021-2022 was not an easy task. Some of the issues I faced are:

Resistant User-base: The crypto ecosystem was dominated by early adopters who had not only adapted to complexity but also embraced it. Many viewed navigational complexity as a feature rather than a bug, and so it became a thing of pride to be able to navigate these complexities.

Technological Limitations: The infrastructure needed for intuitive user experiences simply wasn't mature yet. Innovations such as Account abstraction and beginner-friendly wallets were not available in 2021, making it difficult to design products with optimal UX.

Misaligned User Incentives: The average crypto user uses an app for potential monetary profit instead of the actual purpose it was built to serve. This is a major problem when building crypto products because it impacts design decisions, and not in a good way.

Scorefam's MVP had some design flaws that were cited after it was launched:

Unaccommodating to non-crypto natives: The product could only be used by connecting a crypto wallet. This made it difficult for people who didn't have such facilities to use the product, despite the marketing efforts to get them to visit the website.

Lack of platform engagement: The MVP lacked important features and interactions that could keep users interested and get them to return regularly.

Difficulty funding their account: Users who didn't have the required tokens to use the platform ($SFT) and pay for gas ($BNB) were usually forced to close the app without accomplishing their goals. This was bad for user satisfaction and business metrics.

My design approach was in 3 steps:

I conducted user research by conducting surveys in the project's community on Telegram. I also had direct conversations with selected users to get insight into their pain points when using the MVP.

I was able to discover the mindset of crypto users, understanding what drives their interest and their biases. I also noted the technical limitations to building a product with optimal UX.

I also reviewed the existing version and got insights from the marketing team using Mixpanel.

Step 2: I created user personas to properly understand Scorefam's customer base

Step 3: I created user journey maps and user flows for the product's features:

With the information obtained from the user research, I was able to craft user journey maps and user flows that satisfied our users and improved the product.

Step 4: I designed the User Interface using insights gained from the first 2 steps:

The UI Design was done on Figma. I collaborated with a 3D artist and brand designer to create the visual deliverables for the landing page and the web app.

Highlighting financial incentives at every given chance: In order to ensure users maintain their interest in the product at all times, I had to strategically place potential incentives that were were not related to what they were currently engaged in. For example

2. Making the product inclusive for non-crypto natives: Users who are not familiar with crypto tech were considered in the design. The product could be accessed with an email, which was not popular at the time.

3. Introduction of Leaderboard: I proposed that a leaderboard system be implemented to improve user engagement. This kept users returning back to the app to view leaderboard updates and make interactions that boosted business metrics to climb the leaderboard

4. Introduction of crypto-ramps: Users with no tokens to make use of the product finally had a solution. We introduced a crypto ramp solution to help users buy tokens with FIAT (cash) with their debit cards. This feature was not available to users in certain parts of the world due to regulatory compliance.

5. Tutorials page: We created a library of tutorial content for new users who do not know how to use the app or are not familiar with crypto. This was possible because we had a dedicated content creator.

The UI design of the Scorefam platform was dark-mode based because that was the reigning UI trend in 2022. Working with the brand colors and colors used to depict the different gaming types I was able to create a user interface that brought the Scorefam vision to life.

Within its first year of operation, the platform attracted 50,000 active users who generated over $4.5 million in transaction volume, yielding $350,000 in revenue. This remarkable traction not only validated our product-market fit but also demonstrated the platform's scalability and robust user engagement across multiple consecutive months of operation.

After the launch of the version 2, we saw an increase in several metrics:

Retention rate increased by 40%, with 60% of our users using the product more than once.

There was a reduction in the Drop-off rate from the sign-in screen after the addition of "Sign in with email". This correlated with the observed adoption rate of the feature.

The product had a decent Net Promoter Score.

I ended my work at Scorefam in October 2022 after achieving multiple successes.

During my tenure, I mastered rapid product development under intensive deadlines, developing a systematic approach to ideation and iteration that consistently delivered results. I cultivated exceptional problem-solving capabilities, routinely transforming complex challenges into innovative solutions.

My leadership skills evolved significantly as I guided cross-functional teams through high-pressure situations, balancing technical requirements with strategic objectives while fostering a collaborative environment that maximized individual strengths.