In the sports betting industry, companies have to keep on innovating in order to deliver the best possible experience to users, particularly on mobile devices and in key processes. This is why Betclic wanted to take a fresh look at its new user onboarding process. France's industry leader turned to SQLI to try out the Design Sprint, a methodology that meets the need to innovate while remaining as close to users as possible.
Onboarding: a crucial stage in engagement
When users download a mobile app, the first few seconds they spend using it are decisive as to whether they will adopt or abandon it. To convert new users, the experience should therefore be as simple and engaging as possible.
At the end of 2019, with major sports events on the horizon, and in order to keep on innovating, Betclic turned its attention to this crucial part of the experience its app offers. Looking for an organisational and methodological approach that would match its user and product-oriented culture, the company was drawn to the Design Sprint methodology.
Pierre Jaubert, Product Manager at Betclic, explains: "At Betclic, agility is mature. We wanted to try out the Design Sprint, as it makes it possible to create value fast while getting to grips with a practical user problem. Our products are user-oriented and continually evolving, so this methodology seemed totally relevant to us. "
The Design Sprint at the top of its game
Experts from SQLI's Bordeaux agency conducted the sprint with Betclic's team, which was made up of product, marketing, UX and UI design, and data managers. In the sports betting sector, onboarding is fairly complex as it needs to comply with the various steps required by the ANJ (Autorité Nationale des Jeux, France's National Gaming Authority). Users must create an account with a lot of personal information, enter betting limits and pay a deposit before being able to place their first bet. The aim was to find opportunities that encourage new users, who may be novices, to complete this registration process and start experimenting with placing sports bets.
Following the design sprint, the various assumptions and ideas for improvement were directly challenged using user tests. Based on the prototype created, the main action decided was to make the experience more immersive as soon as the app opens. Following this, other ideas emerged, which are currently in the approval or design process.
"This design sprint was very positive: all those involved agree that this methodology produces rapid results and matches Betclic's culture. The emulation it inspired in the company has been tangible. SQLI's team delivered real expertise and the communication was excellent, on both a professional and personal level," concludes Pierre Jaubert.