DexWinBet
● shipped
Mobile & Web
UI &UX
DexWin is a decentralized crypto sports betting platform that aims at making sports betting easy and engaging
As a product designer, I thoroughly understood blockchain and decentralization to lead the redesign of key platform features from concept to completion, resulting in a 200% increase in both profits and engagement
TEAM
1 Product Designer
1 Lead Product Designer
3 Developers
ROLE
Product Designer
TOOLS
Figma
Midjourney
Photoshop
PLATFORM
Web Application
Mobile Application
TIMELINE
4 months+
More about DexWin
DexWin Bet is a decentralized bookmaker whose offerings included major sports like Football, Basketball and NBA. Revenue depended on engagement from a dedicated user base on the website and mobile platforms.
World's first licensed decentralized bookmaker
Early Stage Startup - operating since 2021
GMV stands at $9.5M
Overall Problem Space
Stagnant user base led the leadership to push for an immediate revamp. As a product designer on the team, I recognized the urgent need to improve the overall visual look of the platform and add new features for better engagement. I started documenting the major problem areas : unclear CTA's and heirarchy, inconsistent visual language and lack of variety in betting offerings.
Inconsistent visual style was causing user abandonment
Platform needed to be scaled to drive revenue
Research
What did I learn?
Our team had never formally conducted qualitative research or user interviews. I advocated for it and got leadership on board, allowing me to gather insights from both leadership and users for the first time. I conducted multi-method research - a combination of Competitor Analysis, User Heatmap Analysis, and Semi-Structured Interviews.
WHO
Regular crypto sports bettors (n=7)
Leadership (director and co-founder)
WHERE
Online and in-office
INSIGHTS
01.
Both users and stakeholders advocated for newer features
There was a need to add more sports betting options, features (live spoorts dashboard, events, e-sports), promos and creating an online social betting community on the platform to increase engagement.
02
User research revealed that poor information hierarchy was directly causing user abandonment
Participants (n = 6 ) were consistently struggling to navigate crucial platform pages.
03
User confidence in the platform was significantly undermined by inconsistent visual styles
Research revealed weak branding and call-to-action buttons was directly impacting the willingness of users to engage further with the platform.
Solution Areas I worked on
The business wanted to revamp the platform with a stronger visual identity. The research I conducted revealed deeper issues, highlighting the need to focus on specific features and goals in the redesign.
I will be concentrating on 3 main solution elements-
#1 Landing pages : clear CTAs + dashboards
Goal : build trust
#2 Promotions cards and offers .........................
Goal : increase engagement
#3 Consistent visual system ..............................
Goal: reinforce credibility
Solution Area #1
Landing pages : Pre and Post-Login
AUDIT + INSIGHTS FROM USER RESEARCH
The landing pages are crucial for a sports betting platform, serving as the first point of contact with users. The goal was to build trust, create a memorable first impression, and drive user engagement.
Key Problems with Landing Pages
Overwhelming visuals and Inconsistent landing page layouts
The pre and post login pages lacked consistent information hierarchy and layout, leading to confusion and a sense of unprofessionalism. Overwhelming visuals on the platform created a cluttered, unpolished appearance, causing users to abandon the platform before logging in and engaging further.
Confusion to connect wallet and login pre-login
The previous platform had separate CTAs for depositing crypto/connecting a wallet, and logging in, which caused confusion. Additionally, the CTAs lacked clarity and had poor visual treatment, making them less effective.
No live features pre-login
Most sports betting platforms are defined by live game odds dashboards. Although the platform featured a games dashboard, users could only interact with it after logging in and connecting their wallet.
Wireframing
EXPLORING SCALABALE LAYOUTS
I explored cleaner layouts : I wireframed a central, collapsible dashboard with sports offerings on top, a betslip on the right, and a navigation bar on the left.
Iteration 1 ❌
Icons instead of cards for sports offerings as a top section of the page. Collapsible dashboard cards - with a betslip on the right and collapsible nav bar on left.The sports offerings and dashboard seem disconnected, layout doesnt allow scaling.
Iteration 2 ✅
Icons instead of cards for sports offerings. Intuitive dashboard - central feature of the landing page with sports offerings on top, a betslip on the right and collapsible nav bar on left. This layout allows for scaling and adding new features like promos seamessly
Final Design
PRE & POST LOGIN FINAL SCREENS
The final designs of the platform showcase a clean and polished interface, which features a live dashboard and retains the same layout even after login.
Key Design Features
Clean information hierarchy to reduce information overload
The new grid layout is designed to make the platform look less overwhelming.
✅ User need addressed - Overwhelming visuals and Inconsistent landing page layouts
Actionable CTA- connect wallet + login
Previously, the platform had two main CTA channels, which showed confusion as per heat map analysis and usability testing. Now, both connect wallet and login is combined into one main actionable CTA on the page. Users with a blockchain id are able to connect to wallet directly and new users can login with email.
✅ User need addressed - Confusion to connect wallet and login
Intuitive live dashboard feature to drive engagement, trust and bet plaements.
The older designs did not feature an intuitive dashboard for the ongoing games pre-login which made users question if the platform was genuine. The larger card offerings were removed and replaced with intuitive and visually appealing icons.
✅ User need addressed - No live features pre-login
Integration of promos to encourage betting
Promotions and trending games as a means to streamline interest and login.
✅ User need addressed - No exciting features
Solution Area #2
Promotions
I designed varrious promotion cards that could seamlessly be integrated into the new layout. They would highlight relevant offers, boosting user experience, engagement, and conversion rates.
Key Challenges
Lack of visual Assets
Visuals were essential for the promotion cards as they help grab users' attention and convey offers more effectively. High-quality not only made the promotions stand out but also enhanced the overall user experience.
Integration into existing layout
One of the major user complaints with the older platform was the inconsistency in layouts. The promo and offer cards had to be designed to seamlessly fit into the layout for a clean user experience.
Using AI to create visual assets
As a startup, we didn’t have visual assets to start with. To fill this gap, I experimented with Midjourney AI commands to product visuals. This process involved a lot of iterations and visual corrections, but it worked out as I was able to create crypto-related visuals that fit the platform’s theme and needs.
Example- "Generate a close up image of LeBron James wearing a crown in neon purple lighting"
Integrating promos into existing landing page layouts
I designed dynamic promo cards with multiple placements in mind. Some were integrated as banners in the dashboard, while others functioned as cards within the dashboard area. Additionally, I created promo cards specifically for the betslip area pre-login.
Solution Area #3
Design System
Dexwin lacked an established visual framework, and both leadership and users noted that the platform's visual language felt unprofessional. As part of the revamp, I had to simultaneously develop a comprehensive design system to address these concerns. This included defining color schemes, typography, iconography, and component styles to create a more cohesive look across the platform
Impact
The platform saw over 200% more engagement within the first quarter post deployment!
The platform saw a boost in engagement and user base.
The DAU/MAU ratio of Power Users increased by 287% in a 6 months period.
The redesigns saw more engagement and hot jar recordings showed clearer paths of discovery from users. Leadership received the visual style well and it became the foundation for further iteration and growth.
Annual Revenue Per User (ARPU) increased from $996 to $1788
Increased engagement = increased profits.
Reflection
What would I do differently?
Focus on accessibility
DexWin has a vast user base and I would have liked to spend more time focusing on accessibility and white mode options - creating iterations and conducting more user testing.
Conduct a second round of usability testing
I would have liked to conduct another round of usability testing before shipping the first revamp.
What did I learn?
Balancing business and user needs
I learnt how to leverage user analysis and create complex visual solutions based on the user and business needs.
Quick iteration and feedback goes a long way
Visual design is hard to establish and requires a lot of feedback and constant changes. It is important to have deadlines and goals. I learnt to balance quick iterations with user centric design. Having a new, work in progress design system was a challenge to work around.