Laidbackbet

Everything new for the second round of the MVP.

As new start up in the matched betting scene, laidback bet offers a simpler and faster way to get a passive income with just a few clicks.

Objective

Bringing paying users to the platform. Further expand service and functionalities.

My Role

Leading a target focused rebrand
Leading the user experience restructure
Leading the redesign
Close collobaration with the dev team

Discover

The first test phase of the MVP did not go as well as the team had hoped. After joining the project team, I initially took over the analysis of the test data to prioritise the next steps.
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1. Many users didn't understand what they were supposed to do, got stuck and overall felt they needed strong guidance to complete their task.

2. I also found a huge lack of trust. 90% of our target audience thought the design was very technical. There was no connection between the current "brand" and the product.

comparison of the old and new website on mobile

Solution → Back to the start

The first step was to target the user flow. By involving the product owner as much as possible and using the test results as a guide, we were able to achieve a well thought-out process.

Bonus achievement: I worked closely with the development team while creating the new user flow, which improved the entire product cycle. As a result, different departments benefitted with identifying technical roadblocks and budget planning.

Solution → Transparency and clarity

My first approach was to show users right at the start which and how many steps they need to fulfil in order to complete their matched bet. A strict separation between main and sub-steps was introduced and visualised in the layout.

Solution -> Help whenever you need it

Due to the high demand for additional help during the process, I decided to present up to 3 additional ‘sections’ to the user during the steps.

The ‘Help section’ should now provide explicit help for this part of the step and not just general information. This was well received by the product owner and we developed a detailed help section for each of the steps.

The ‘Info section’ is intended to provide both new and power users with generally necessary information on the active step.

The ‘Tip function’ should help new users to get through the process faster at certain points.

Solution -> A brand you can trust

Again, returning to user feedback, a ‘rebranding’ was irrevocable. A new name, a new logo, fresh colours and a modern font would not only help to appeal to the desired target audience, but also give the whole product an approachable and positive personality.

The colours should also help to scan the offers according to their effort and profit.

Solution -> Keep ALL users in mind

Due to the highly individualised number of work steps required for a successful completion, the automatic creation of quotations for the second round of the mvp was out of the question.

In close consultation with the product owner, I designed a simple ‘Quotation Builder’ to create and process quotations automatically.

wireframes of offer builder for matched betting offers

Results & learnings

After the relaunch, the first five-figure sum was reached and the milestone was completed.

Due to legal changes in Germany, this project was cancelled at the beginning of 2024.

More work