Background to The Project
Beat The Drop is a ‘Free to Play’ (FTP) Paddy Power acquisition product where the user picks a ticket value, select several sports related questions to answer and is given an amount of money in their pot. They then select their answer of “yes” or “no” and split the pot depending on their answer.
For example, buying a ticket valued at £5 and selecting 19 questions to answer would give the user a pot of £1,000,000.
The Problem
As this is a Free to Play game, the data showed that we were only converting around 3% of users to being paid players on the Paddy Power Sportsbook.
The hypothesis was, if we can increase conversion to between 8% - 10%, we would see a significant increase in revenues from users (35,000 daily active players) who were already engaged with Paddy Power.
It was determined that I, as the only UX designer to work on BTD since 2018 should look at the journey for how we could convert our users playing for free, to become paying customers.
What I Did
Facilitated Workshops, Journey Mapping, Wireframing, Prototyping, Testing.
The Project Team
The team for this project was very small, it consisted of myself as UX, a UI Designer in Porto, a Product Owner in Dublin, and a third-party Development team in Dublin
We were given 2 weeks to get something that could be tested live on our users, as, if this could be validated, the business wanted to get it live for Euro 2020.