For this year's BrainStation Industry Project, theScore presented us with the problem of increasing engagement within the betting features of their app. With our team of UX Designers, Data Scientists and Web Developers, we were able to create and present a winning solution to the judging panel.

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Digital media company, theScore, challenged BrainStation students with increasing engagement within the betting feature on their mobile app. They asked the following How Might We question:

How might we increase engagement of betting features among the existing users in theScore app?

With that prompt, our multidisciplinary team and 24 hours, we set off to find a solution.

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Going into this project, most of us were a bit nervous as we had no experience with sports betting. But, we quickly realised this made us the perfect target group for our solution – find a way to make people like us engage, and we have a winning idea.

One of the first things we noticed upon doing some preliminary research was that theScore's default odds system was set to American, and it took a lot of digging to change it. One of our group members who had a little bit of experience with sports betting back home in Ethiopia was trying to explain the general betting system to us, but found it confusing as he was used to seeing odds in the decimal system. This sparked an idea, so we went to Google and discovered that the US is the only country in the world that uses the American system. We found it strange that theScore was defaulting to an American audience as we found the following data:

With this data, we recognized the opportunity to further engage theScore's non-American audience, and we refined the How Might We question:

With this data, we knew there was an opportunity to further engage theScore's non-American audience. We developed the following Proto Persona to better understand our target demographic:

Now it was time to start brainstorming. Through a lot of back-and-forth, we came up with the following 3 potential solutions:

At this point, we started discussing the "TikTok-ification" of apps these days – that is to say, how a lot of apps want to use an algorithm to serve users content that is tailored to their interests. A quick return to Google brought up the following statistics:

With that, we decided on going the personalisation route and we started sketching out all the ways our new interface could be tailored to the individual user.

Now it was time to start bringing some ideas to life. We went through a few rounds of rough sketching until we settled on a final solution.

To give our Developers a clear idea of what we wanted the solution to look like, we created a High-Fidelity prototype in Figma using theScore's branding.