01

About

Creiamo bellezza per vocazione

Creiamo bellezza per vocazione

02

Culture

03

Manifesto

Creiamo bellezza per vocazione

Creiamo bellezza per vocazione

04

Production

05

Sustainability

Creiamo bellezza per vocazione

Unified promos

DraftKings
2021 - 2023
LEad Product Designer

While I collaborate with many cross-functional colleagues and teams, the design work shown here was created solely by myself.

XFN Collab
Lead Engineer
Gabriel Kay
PRODUCT MANAGER
MATT BOURGEOIS
VP of Product Design
Melanie Butcher
Associate Director of PRoduct Design, Platform
Kevin Griffin
LEad Product Designer
Marc Caldwell
Director of product, sportsbook
Lexi Janson
Problem Context

Promotions are key to driving user engagement at DraftKings, but the experience was fragmented across product verticals, leading to visual inconsistencies and confusing affordances.

Users received different promotions depending on the product they were using, with no way to track or manage active promotions. This caused confusion and increased customer support inquiries.

The goal was to create a universal, product-agnostic promotions experience where users could easily discover, opt into, and manage their promotions across all DraftKings products.

Design Goals

User Goals

  1. Redesign the existing Promotions experience to create a centralized location, that’s vertical-agnostic, for users to quickly and easily view available, upcoming and expired promotions
  2. Reduce friction and frustration that currently exists when trying to find the status of any given promotion
  3. Allow users to track the progress of promotions that they have already opted into and/or completed

Business Goals

  1. Increase product awareness and cross-sell through a universal promos center
  2. Increase ARPU (Average Revenue Per User) through promos engagement
  3. Reduce CX overhead attributed to promotion-related tickets
User Stories
  1. As a DK user who has opted into a promotion, I need to know what steps I need to take in order to satisfy the requirements of the promotion, so that I can complete the promotion and receive my incentivized bonus.
  2. As a DK user who has satisfied the requirements of a promotion, I need visual confirmation that the promo has been successfully completed, so that I can view my bonus and begin utilizing it.
  3. As a multi-product DK user, I need to be able to quickly view and engage with promotions for other DK products. so that I earn various rewards and bonuses that I can use on any of my DK apps.
Legacy UI
Design Process
1 / Gather CX Data and previous research insights
CX Data related to promotions -  3 month average in q3 2021
Top 3 keywords/phrases
2021 q3 CX inquiries
"Did I opt in/into"
393
"Promo status"
269
"Track my promo[s]"
281
TOTAL
943
CX Data related to promotions -  delta
Top 3 keywords/phrases
"Did I opt in/into"
pre-rollout cx tickets (3 mo. avg.)
3,393
post-rollout cx tickets (3 mo. avg.)
862
Delta
-2,531
"Promo status"
2,769
103
-2,666
"Track my promo[s]"
1,853
155
-1,698
TOTAL
8,015
1,120
-6,895
Reasons Users Opted In But Didn't take further action
I forgot to take advantage of it
It was a bet type I didn't like
The odds weren't worth it
I didn't think it was a good value
After reading the Ts and Cs, I wasn't interested
The promo was too complex
It wasn't a sport I liked
Other/misc.
0%
10%
20%
30%
40%
50%
60%
Sportsbook users
Casino users
2 / Formulate design brief
Design Brief
Design Lead
Marc Caldwell
Engineering Lead
Gabriel Kay
Product Team
Platform / Rewards Experience
Product Manager
Matt Bourgeois
Additional Stakeholders
James Stephenson
state the user problem(s)
  • Users want a cohesive experience when viewing offers which they are eligible for, as well as tracking their progress towards completing those offers
  • Users cannot track their progress on multi-step offers.  This leads to confusion about why they haven’t been credited once they think they have met the requirements, increasing inquiries to CX
  • Multi-product users have a fractured experience for promotions across our products
  • By unifying targeted and global offers into the same place, the user will not be burdened with remembering all the offers they have ongoing or available
What do we know?
  • DK users frequently reach out to CX, frustrated, about not understanding the necessary steps to complete an offer
  • DK users get confused because they’ll get a targeted offer via email/push but then can't find that same offer within the DraftKings experience. They typically end up inquiring with CX, adding to ticket load
Open Questions
  • How will users interpret "My Promos"?
  • Will users understand what the various Promo statuses mean?
  • If the promo has multiple steps that are required for the user to take, in order to successfully complete the promo, where would they expect to view those?
Attributes
How should this make the user feel?
  • Empowered
  • Engaged
  • Reassured
  • Educated (on current promo status)
How would this feature benefit a user?
  • Users won’t have to retain communication (CX replies, emails,) for targeted offers because all promotions will be easily accessible
  • Multi-product users will have a more consistent promotions experience
3 / converge with product to align on problems, goals and product specs
4 / first design concepts
5 / First round of Usability testing
6 / Post-Usability testing design iterations
7 / Design Spec + DEsign-Eng QA
Usability Testing
Figma Specs
Final Mocks

product KPis

First 90 days after rollout

Increase in promos completion rate
54%

vs. 2021 q3

Increase in cross-product opt-in rate

vs. 2021 q3

32%
Decrease in Promos-related CX Tickets
87%

vs. 2021 q3