Draftkings is the largest and most innovative daily fantasy sports and sportsbook operator in the world. As the lead prouct designer on the platform team, i led the design and execution of various feature initiatives with end-user experiences that spanned across all of draftkings' verticals — from dfs to sportsbook to casino. this is draftkings. Let’s Make It Reign.
promotions are an important component of continued and increased user engagement for draftkings. as it stood, the promotions experience was segregated by vertical, depending on the respective product that the user was in at the time.
the goal was to create a universal, holistic promotions ecosystem that was completely product-agnostic, allowing users to see and opt into the promotions they can engage with and also track and manage their active promotions that they have engaged with — not on a product level, but on a draftkings level.
user testing Overview We tested a new rev of the Unified Promos design concepts that focuses on a centralized, product/vertical-agnostic promotions experience that allows users to quickly find, browse, opt into and see the status of their DraftKings promotions. The goal of the test was to gain insights into how usable, intuitive and easy-to-use the MVP (SB) unified promotions experience is so that we can feel confident about moving forward with implementation. We tested two different prototype variants: one utilizing a horizontal scroll interaction to filter promotion categories via chips/pills and one utilizing a stacked chips/pills UI to filter promotion categories. Users Tested 15 SB users Synopsis Overall, the feedback on the entire experience was very, very positive and we can infer that the test produced favorable results. Most of the users were able to identify the promos presented to them, determine how they could use them and understand the different statuses. In addition, most were able to talk through their promos and where they could find the promos they have Opted into and/or completed. The horizontal scroll interaction had a 100% task success rate, which is noteworthy considering it failed heavily in previous testing sessions. Friction Areas There was some confusion for the minority of users about what “My Promos” meant, but most users could infer that it houses the promos that they’ve interacted with in some form.
When asked about the different states/statuses of promos, some users had trouble understanding what “Pending” meant. An assumption is that there will inherently always be context associated with “Pending” since users will never see a Pending state unless they’ve made an explicit action to opt-in to a promo, so this may be directly related to the “limited states” nature of the prototype. Overall, users found the prototypes easy and the term “intuitive” was used by the majority of users during testing.
Users frequently take advantage of promotional or bonus offers and are a key component of continued engagement across verticals.
As it stands, users are, for the most part, pigeon-holed into taking offers that are limited to 1.) the specific product they’re in (or registering for) and 2.) the offers that DK tells them they can claim. This doesn’t offer much flexibility, exposure or cross-sell opportunities for DK as a whole and feels like an unpersonalized experience since there’s no freedom of choice.
The goal of this design is to create a Dynasty mechanism that is shown to the the user, on a periodic basis, giving the user agency and freedom of choice as it pertains to the bonuses that they can take advantage of. This should lead to user empowerment and, subsequently, more positive sentiment toward Dynasty and DK as a whole.
From the business side, the goal is to create more cross-sell and product osmosis opportunities across verticals, drive engagement for Dynasty and increase brand loyalty through holistic user retention.
Overall, the feedback and response was extremely positive and the feature was very well-received. Users loved the ability to be able to choose a bonus option based on what they think/feel gives them the best chance at success. All users understood what they were seeing and why they were seeing it.
All users quickly and effortlessly found the bonus they wanted to claim and claimed it with no issue. Most users enjoyed the confetti micro-interaction after claiming a bonus, citing delight, fun and intuitive feedback that the bonus was successfully claimed.