Brief
The primary hurdle was a fractured conversion funnel; users found it difficult and confusing to subscribe or purchase the "points" required to unlock premium bid calls and tips. In the high-pressure environment of live racing, any delay in the transaction process led to immediate user drop-off and lost betting opportunities. Additionally, the app suffered from cognitive overload, with cluttered data making it hard for bettors to identify winning trends quickly during the narrow "bid call" window.
Project Name
JAN
Role
Sr UX/UI Design
The Solution
I designed a transaction-centric interface that removed barriers to entry and simplified live data processing:
Seamless Point Acquisition: Redesigned the "Buy Points" flow into a one-tap experience, allowing users to top up their credits instantly without leaving the live racing screen.
Transparent Subscription Model: Simplified the complex tier system into clear, benefit-driven cards that made the value of subscribing immediate and obvious.
The "Bid Call" HUD: Developed a color-coded Heads-Up Display that highlights the most critical tips and automatically alerts users when they have insufficient points to unlock a high-value call.
Visual Data Scannability: Replaced dense tables with dynamic sparklines and risk-level indicators, enabling users to process horse form and market shifts in seconds.
Lessons Learned
Working on the Winning Oracle project taught me that transaction speed is a critical business metric for real-time betting, as any confusion in the subscription flow leads directly to lost revenue. By reducing clicks in the point-buying journey and placing top-up triggers directly within the tip-viewing flow, I successfully captured high-intent users right before a race started. I also focused on recognition over recall by implementing consistent visual cues for credit balances and unlocked content, ensuring bettors always knew their spending power without having to leave the live action to check their profiles.
