theScore | ESPN Bet
Quick Deposit Feature
In April 2024, soon after joining theScore BET as the lead designer on the payments team, my first major initiative was developing a feature to boost deposit activity on the app. Collaborating closely with my product manager and the analytics team, we conducted a comprehensive meta-analysis of the depositing and wagering journey. This process helped us uncover opportunities to streamline the deposit experience and make it more accessible and top-of-mind for users.
Integrating the Quick Deposit feature on the Betslip.
Discovery
Understanding the Deposit Journey
At the time, users could only deposit through the "Accounts" section of the app, limiting accessibility. Our goal was to uncover ways to make depositing more intuitive and seamless for users. To achieve this, I prioritized understanding the entire wagering and depositing journey. Partnering with the analytics team, we performed a pathfinder analysis to map the typical user deposit flow.
We leveraged Amplitude data to identify the primary traffic sources leading to the deposit page and pinpoint where users were most likely to exit. This analysis led us to hypothesize that users typically deposit at two critical moments before wagering:
The typical deposit paths for most users.
Discovery
The Opportunity
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Depositing is a crucial step in the betting process, but it previously required users to leave the section of the app where they were browsing markets, setting up bets, and confirming wagers. If users had already begun exploring and configuring their bets, having them exit to make a deposit created unnecessary friction and disrupted the experience.
Exploration
Concept Testing
I explored several ideas for integrating deposits more seamlessly into the app and developed four designs, which we tested with active users from both theScore and ESPN BET. Among the four concepts, most users rated Concept 1: “Button in Betslip” the highest, appreciating its simplicity and easy access to the deposit feature. Concept 2: “Global Navigation” was also well-received, with many users showing interest in combining elements from multiple concepts. While a hybrid solution would be ideal, we chose to proceed with Concept 1 due to limited development time.
Quick Deposit concepts we tested with users.
Phase 1
Narrowing Focus
In Phase 1, we prioritized delivering the quick deposit flow for users with Trustly Online Banking as their saved payment method. This choice was driven by Trustly offering the ideal user experience, with no webview or extra steps and being the second most popular payment method across both theScore and ESPN Bet.
Phase 2
Enhancing Quick Deposits
After launching Phase 1, we quickly transitioned to Phase 2, focusing on enabling Quick Deposit for additional payment methods like credit and debit cards. Although these methods required extra steps through a webview due to vendor requirements, they were prioritized because of their popularity among users.
Enabling additional payment methods for Phase 2.
Allowing users to switch between saved payment methods.
The Results & Next Steps
Phase 1 launched at the end of September 2024, with Phase 2 slated for release by the end of Q4 2024. Early tracking showed promising results, with a 64% conversion rate and high adoption, despite the feature being limited to users with Trustly as their saved payment method. Looking ahead, we will continue monitoring performance and expand Quick Deposits to include more payment methods, offering greater flexibility and convenience for users.
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68%
Conversion rate of completed deposits after users clicked the Quick Deposit button.
💰
12%
of all deposits on the app were made using Quick Deposit, despite it being available for only one payment method.
