HashMatrix SharpStakes

SharpStakes

Enhancing User Engagement and Retention by Removing Dark Patterns

The previous process had several issues, including inconsistent design, dark pattern use, and accessibility problems. Users deserved a healthier product journey, prompting a need to investigate user retention and understand the high drop rates.

Development ready screens

Project Type

UX/UI Redesign

Collaboration

Directors
Dev Leads
Engineers

Platforms

Web, Mobile, IOS

Timeline

Q1 2023 - Q1 2024

Role & responsibilities

Lead Product Designer

UX Consulting, User Research, Sketching, Wireframing, Visual Design, Prototyping, User Testing, Interaction Design, Dev Handoff

I led the complete redesign of SharpStakes' app, boosting user satisfaction, reducing drop-off rates by 34%, and increasing session durations by 47%.

Through strategic research, innovative design, and focused execution, I transformed the platform into an engaging, intuitive experience that enhanced user retention and trust.

Problem

SharpStakes faced significant issues with user trust and engagement due to inconsistencies and flaws. In the competitive sports betting market, a reliable and visually appealing platform is crucial. Upgrading the design is essential to build user confidence, encourage active participation, and ensure a trustworthy user experience.

Project Goals

As the AI industry booms, SharpStakes faces tough competition from other startups with substantial resources dedicated to perfecting their UX/UI. Staying ahead requires smart business strategies and prioritizing design decisions that offer both immediate and long-term benefits. To ensure user retention and positive word of mouth, I focused on the following key drivers for the redesign:

Crafting a Design Language

Redesigning the visual elements to create a modern, attractive, and consistent brand that enhances user experience and brand perception.

Streamlined Sign-Up Experience

Simplifying the sign-up process to make it quicker and more intuitive, reducing drop-off rates and encouraging more users to complete registration.

Better Content Hierarchy

Simplifying the sign-up process to make it quicker and more intuitive, reducing drop-off rates and encouraging more users to complete registration.

Pushing for Research

Due to budget constraints, research wasn’t initially a priority for SharpStakes. However, I pushed for some dedicated hours to understand how our primary users interact with the process. I aimed to uncover what drives their behavior, what they hope to achieve, and why they lose interest after signing up. Here are the research methods I employed:

Method 1:
Competitive Analysis

Conducted interviews with stakeholders to assess the competitive landscape and identify learning opportunities from similar sites.

Method 2:
Qualitative Research

Collected data through A/B testing using Google Forms and conducted targeted surveys with close-ended questions at key points on the website to capture user feedback.

Competitive Analysis

In the sports betting market, creating cohesive brands and superior user experiences is now the standard. As a newcomer, SharpStakes must analyze competitors and identify areas for improvement to meet and exceed these established expectations.

Company directors praised OddsJam and hoped
SharpStakes' redesign could align with some of
their successful strategies.

Company directors favor the minimal color use
and structured layout of BettingPros, finding it
highly effective.

Insights From Competitors

OddsJam and BettingPros excel in branding, design, and navigation, but rely heavily on paywalls and can overwhelm new users with dense information. To surpass these competitors, SharpStakes should maintain a user-friendly interface, ensure critical content is freely accessible, and simplify the user experience. This strategy will enhance user engagement and satisfaction.

BettingPros has over 50,000 downloads, OddsJam
has more than 10,000 downloads, and
SharpStakes has over 50 downloads.

User Feedback

Tell us about your experience using SharpStakes so far.

“It's alright, but I'm not really happy with the amount of locked content and popups. It's pretty annoying because sometimes I just want to browse and see the bets without getting spammed.”

“The colors are really distracting, and I wish there was support for dark mode. The background is super bright, and it makes everything else hard to look at.”

User Interviews

Do you find yourself using SharpStakes on desktop or mobile more often?

“I mostly use the desktop version right now. It's easier to digest all the information that way, and it doesn't feel as cramped.”

“I almost exclusively use the desktop version. There's just too much information to manage on a smaller screen.”

User Interviews

Do you find the current experience frustrating?

User Interviews

Would you use SharpStakes over OddsJam?

User Interviews

Would you use the mobile app more if it gets better?

Summarizing Insights

Despite limited research, I gained valuable insights to focus on the platform's key priorities and issues. The three main insights that stood out were:

Reducing Dark Pattern Usage

Identifying and minimizing dark patterns to enhance user trust and experience.

Implementing Dark Mode

Creating a stable design system that uses dark mode exclusively to improve visual comfort.

Enhancing Mobile Usability

Redesigning the mobile app to present information more clearly and prevent overwhelming users.

From Insights to Action

With key insights in hand, I began drafting wireframes for the new layout, focusing initially on the landing page and web app. Collaborating closely with the directors, I ensured all ideas were vetted and refined before moving forward. This approach expedited the process and helped us navigate the project's tight deadlines efficiently.

Establishing a Design System

SharpStakes lacked a defined design system, and due to a tight timeline, I couldn't create one from scratch. Instead, I utilized an existing template, which provided a solid foundation. This approach allowed their developers to start building designs efficiently.

Different SharpStakes pages using a consistent
dark theme

A New Design System

Implementing dark mode has given SharpStakes a more cohesive and exclusive feel, unifying various products and platforms. This design system update has been well-received by developers, stakeholders, and users. Additionally, the update has reduced development costs by providing a centralized file for accessing color styles and components.

Mobile App Concept Screens

A Consistent Experience

The new SharpStakes experience is designed with responsiveness in mind, ensuring no compromises when scaling down to mobile. Users can access the same amount of information on mobile as they would on the web. Since the update, the mobile user count has been steadily increasing.

Impact

The updated interface and design strategy empower SharpStakes to streamline development by utilizing reusable components, adhering to accessibility guidelines, and eliminating dark patterns. Aligning with contemporary competitors, these changes attract a broader user base. This has led to a significant surge in user satisfaction, evidenced by numerous positive comments and reviews.

+68% boost in user satisfaction across both mobile and web experiences.

-34% decrease in drop rates after the sign-up process is completed.

+47% increase in average session duration on both web and mobile platforms.

Team Comments

How was your experience working with Moe?

Shubs, CEO:

“Moe is a great designer. He enhances our projects with professionalism and quality. His deep understanding of business goals and thoughtful design decisions shaped our platform. Moe excels in adapting to changing requests and delivering impressive designs. New users consistently praise our improved UI/UX since Moe's involvement.”

Jaiden, Co-Founder:

“In moments of uncertainty, Moe's guidance has been indispensable, offering crucial direction in decision-making. Our site's exceptional UI/UX, widely praised by users, reflects Moe's influential contributions. Beyond technical expertise, Moe's patient and collaborative approach played a vital role in fostering overall improvement.”

Enhancing User Engagement and Retention by Removing Dark Patterns

Problem

Project Goals

Pushing for Research

Competitive Analysis

Insights From Competitors

Tell us about your experience using SharpStakes so far.

Do you find yourself using SharpStakes on desktop or mobile more often?

Do you find the current experience frustrating?

Would you use SharpStakes over OddsJam?

Would you use the mobile app more if it gets better?

Summarizing Insights

From Insights to Action

Establishing a Design System

A New Design System

A Consistent Experience

Impact

+68% boost in user satisfaction across both mobile and web experiences.

-34% decrease in drop rates after the sign-up process is completed.

+47% increase in average session duration on both web and mobile platforms.

How was your experience working with Moe?

More to see :)

Reducing Drop Rates and Improving the Flooring process

Streamlining Food Delivery for Busy Young Adults