Context 

DAZN is a global sports streaming service that provides live and on-demand coverage of various sporting events across the world. Launched in 2016, it has quickly grown into a key player in sports broadcasting, offering a wide range of sports including football, boxing, MMA, basketball, and more. 

Key features of DAZN:

• Subscription-based model: DAZN offers a monthly or annual subscription service, allowing users to stream live sports events without the need for traditional pay-per-view models.

• Global Coverage: It operates in over 200 countries, providing localised content and sports depending on the region (e.g., Premier League, La Liga, Bundesliga in football, and major boxing matches).

• No long-term contracts: Unlike traditional cable subscriptions, DAZN offers a flexible, contract-free streaming experience.

• On-demand content: DAZN provides replays, highlights, and analysis in addition to live events, catering to fans who want access to sports content on their own schedule.

DAZN's competitive advantage lies in its ability to offer a more affordable, convenient alternative to traditional sports broadcasting networks while focusing heavily on user experience with easy access via multiple devices (smartphones, smart TVs, tablets, etc.).

DAZN Bet is an extension of the DAZN brand that integrates sports betting into its platform. Launched in 2022, DAZN Bet focuses on offering sports fans an interactive betting experience, building on DAZN’s sports broadcasting expertise.

Key features of DAZN Bet:

• In-play betting: Users can place bets on live sports events directly through the platform while they watch the games in real-time, adding an extra layer of engagement for sports fans.

• Variety of betting options: DAZN Bet covers a wide range of sports, including football, basketball, tennis, and combat sports, with options for betting on match results, individual player performances, and specific game events.

• Regulated gambling: DAZN Bet operates within legal frameworks in the countries where it is available, ensuring a safe and secure environment for sports betting.

DAZN Bet signifies DAZN’s move to diversify its offerings, catering not only to viewers but also to sports fans who enjoy betting. By combining live sports streaming with betting, DAZN Bet enhances user engagement and brings together two major aspects of sports entertainment—watching and wagering—within one platform. This model aligns with a growing trend in the sports industry where media and betting increasingly intersect, creating new revenue streams and deeper fan engagement.

Overall, DAZN is positioning itself as a comprehensive sports ecosystem, offering both live sports content and an integrated betting experience through DAZN Bet.

My role

I was the lead designer on this expedited engagement, responsible for guiding the client through brainstorming sessions, conceptualizing ideas, and refining designs to meet the Product Team's objectives. My role required not only a keen eye for aesthetics but also strong communication skills to collaborate effectively with stakeholders and ensure that the final product(s) were delivered in critical time.

Brief

The primary goal of this campaign was to drive brand awareness of DAZN Bet among existing DAZN customers in Spain, while also increasing customer interaction with betting services and converting DAZN subscribers into active DAZN Bet users. 

Key Results:

1. Increase brand awareness: Boost visibility of DAZN Bet to DAZN’s Spanish audience from 15% to 95%.

2. Enhance customer engagement: Increase interaction with betting services from 0.5% to 10% of DAZN active users.

3. Improve conversion rates: Increase customer conversion rate from 28% to 35%.

4. Optimise FTD (First Time Deposit): Increase the percentage of customers who convert from landing page visits to making their first deposit from 50% to 70%.

Target Audience:

• Existing DAZN customers in Spain: Sports fans who are already engaged with DAZN content, particularly football, boxing, and other sports popular in Spain.

• Potential new bettors: DAZN users who may not yet be familiar with sports betting but could be enticed by a convenient, integrated experience within the DAZN platform.

Strategy

1. Brand Awareness Campaign:

• In-app and Email Promotions: Deliver targeted in-app notifications, banners, and email campaigns to introduce and highlight DAZN Bet's offerings to existing DAZN users in Spain.

• Exclusive Sports Betting Offers: Provide exclusive betting promotions (e.g., first free bet or enhanced odds) to DAZN users to drive initial awareness and interest.

2. Increase Interaction and Engagement:

• Seamless User Experience: Optimise the user experience for placing bets directly from the DAZN app or platform to make betting easier and more intuitive for new bettors.

• In-Play Betting Features: Promote DAZN Bet's in-play betting, highlighting the real-time betting options during live sports events that DAZN users are already watching.

• Betting Tutorials and Content: Offer in-app tutorials or live betting sessions that educate users on how to bet, reducing barriers to entry for new users.

3. Conversion Optimization:

• Landing Page Optimization: Improve the design and messaging on landing pages to better guide DAZN users from visiting the page to making their first deposit. Utilise strong CTAs, clear incentives, and social proof to increase trust and urgency.

• Personalised Offers: Use personalised betting offers and promos tied to users' favourite sports or teams to improve the likelihood of conversion.

• Retargeting Campaigns: Set up retargeting ads and email campaigns for users who visit the DAZN Bet page but do not convert immediately, offering incentives to complete the deposit process.

Caveats and key considerations

Spanish Regulations

Spanish gambling regulations, particularly under the Royal Decree on Commercial Communications of Gambling Activities, have strict rules about how betting platforms can be promoted. The law restricts the advertisement of betting-related content on mass media platforms, including in-app or social media promotions, and limits the use of bonuses or promotions in advertisements.

Implications:

• No Betting Promotions: Cannot advertise DAZN Bet by directly promoting betting activities, special offers, or bonuses to the general public. This restriction affects traditional ad campaigns, email promotions, and even in-app notifications that explicitly encourage betting.

• Focus on Brand Awareness: The campaign needed to focus on raising brand awareness without explicitly pushing betting promotions or incentives. The messaging should have centered on introducing DAZN Bet as a complement to DAZN without crossing regulatory lines.

• Compliant Messaging: Ensure all communication (whether via email, app notifications, or social media) was compliant with Spanish advertising regulations. This meant messaging should be neutral, focusing on the existence of DAZN Bet and emphasising responsible gaming rather than pushing specific betting activities.

Key Deliverables

• In-app promotional assets (banners, push notifications, etc.)

• Email marketing campaigns promoting DAZN Bet

• Optimised landing pages for DAZN Bet conversions

• Retargeting and personalised marketing offers tailored to user behaviour

This campaign intended to drive substantial brand awareness, customer interaction, and conversions by effectively integrating DAZN Bet into the DAZN experience for users in Spain.

Design Process

The methodology employed in this project utilised elements from the Double-Diamond framework. Given that the brief and key performance indicators (KPIs) were already established, the approach focused on selecting the most suitable design activities to effectively develop the user journeys. The key steps included:

• Creating User Journeys

• Gathering Assets & Developing Core Components

• Prototyping

• Conducting User Testing

• Iterating Based on Feedback

This structured approach allowed for a clear progression through the design process while ensuring alignment with the project objectives.

User Journeys

Based on the brief, the key journeys that we had to deliver were:

1. Onboarding Journey: Designed to help existing DAZN streaming users smoothly transition into DAZN Bet. This journey focuses on reducing friction, making sign-ups easy, and introducing betting in a way that enhances their sports viewing experience.

   • Discovery

   • Interest and Initial Engagement

   • Initial Sign-Up for DAZN Bet

   • First-Time-Deposit

2. Promotions Central Journey: Ensures users can discover betting opportunities and promotions in a way that complies with strict Spanish gambling regulations. This journey focuses on offering relevant, user-requested promotions while avoiding direct advertising, focusing on education and responsible gambling.

   • In-app Placement

   • Regulated Content

   • Customer-Requested Promotions

3. Account Linking Journey: Allows users to link their DAZN and DAZN Bet accounts seamlessly, providing a unified experience across both platforms. This journey focuses on simplifying the login process, personalising the experience, and giving users full control over their accounts and preferences.

   • Introduction to Account Linking

   • Easy linking process

   • Account linking benefits

   • Unlinking accounts  

Prototypes

User Testing

Key Insights:

• Navigation Preferences: Users displayed a preference for bottom navigation over the hamburger menu, finding it more intuitive. However, some users did not notice the progress tracker in the journey.

• Usability: Overall, users found the journey easy to navigate, with positive feedback on the usability and interface of the homepage. The onboarding process was straightforward, and most users moved through the steps without difficulty.

• Information Clarity: There was a common sentiment that additional information was needed at certain points. For instance, users suggested changing the "more information" button to something more action-oriented, like "onboard" or "join us."

• Expectation of Features: Users expected to see betting options directly below promotions, leading to some confusion about the distinction between promotions and betting.

• Suggestions for Improvement: Users suggested implementing a promotional carousel and signifying live matches more clearly. They also expressed a desire for features similar to those found on other platforms like Bet365, including immediate access to live match betting options.

Notable Quotes:

• “And then that will give me a limit of how much I can bet in the month, which I believe that's really good.”

• “Not enough info so would click on ‘more info’ to continue.”

• “I find it interesting to see how many steps have been done and how many are left.”

• “Madrid Madness card is the most appealing.”

• “Really nice usability/UI on the home page.”

• “Great usability and simple interface.”

Additional Feedback:

• Users appreciated the deposit limit feature and found the onboarding tracker helpful, noting that it clarified the number of steps remaining in the process.

• The suggestion was made to improve the experience during verification and other onboarding steps to make users aware of their current status.

• Users mentioned the appeal of seeing top bets and speculated that these might be AI-generated based on previous betting patterns.

This feedback highlights the strengths of the DAZN Bet platform while also providing valuable insights for future enhancements, particularly in terms of information clarity, navigation, and feature expectations.

Iterations & Handover

The feedback provided by participants played a crucial role in shaping the subsequent iterations of the DAZN Bet platform. The insights gained from users were analysed to identify key areas for improvement and enhancement. Here’s how the feedback was integrated into the next stages of development:

• Prioritisation of User Needs: The feedback highlighted specific user needs and preferences, particularly regarding navigation and information clarity. This led the design team to prioritise these aspects in the next iteration, ensuring that the platform would be more intuitive and user-friendly.

• Refinement of Navigation Options: Given the feedback regarding the hamburger menu versus bottom navigation, the design team revisited the navigation structure. They aimed to enhance the visibility of essential features, such as the registration button and the progress tracker, ensuring users could easily navigate through the onboarding process.

• Enhanced Information Architecture: Users expressed a desire for clearer information presentation, particularly in terms of onboarding steps and the distinction between promotions and betting options. In response, the team worked on improving the information architecture, making it more explicit and accessible, including renaming certain buttons to be more action-oriented.

• Introduction of New Features: The suggestions for additional features, such as a promotional carousel and better signification of live matches, were considered for implementation. This aimed to align the platform more closely with user expectations and create a more engaging experience.

• Iterative Testing: The team planned to conduct further rounds of testing after implementing these changes. This iterative approach allowed them to continuously refine the platform based on user feedback, ensuring that it met the evolving needs of its audience.

• Focus on Usability and Aesthetics: Positive feedback regarding the usability and interface prompted the team to maintain and enhance the visual appeal of the platform. They sought to ensure that the design remained consistent and attractive while also functional, fostering a seamless user experience.

• Integration of User Insights into Development Sprints: The user feedback was documented and integrated into the development sprints, allowing the engineering and design teams to work collaboratively towards implementing the necessary changes. Regular check-ins and updates were established to monitor progress and ensure alignment with user needs.