FANDUEL X-SELL

KEY HIGHLIGHTS

DESIGN LED

This was a project I initiated. I led this working with executive leadership from Product and Engineering.

corporate strategy

This concept was pitched to the CEO, approved, and a design strategy officially became part of the company strategy.

MILLIONS

On release, we saw an additional $7 million in one and ultimately doubled lifetime user value.

THE CONTEXT

  • FanDuel’s CEO wanted to get all the users on the Daily Fantasy app to use the Sportsbook app.

  • The plan: aggressive marketing in the Daily Fantasy app.

THE PROBLEM

  • Bombarding the Daily Fantasy app with ads and pop-ups would create a terrible experience.

  • Imagine: you open the Daily Fantasy app and are immediately and repeatedly pushed to the Sportsbook app. Terrible user experience.

Proactive Design

  • Design Has An Obligation

    As a design leader, I feel design has an obligation to figure out how design can align with the business.

    Or, “how can design support the business and improve the user experience?”

  • Being Proactive

    As Design Director, I saw it as my responsibility to figure out where design can help support the business without compromising the user experience

    I proactively led an effort to find a design solution to this problem.

    It started with asking one question:

“WHAT IF WE DESIGN A GREAT EXPERIENCE INSTEAD OF RELYING ON MARKETING ALONE?”

IT STARTED WITH SKETCHING OUT IDEAS

PROTOTYPE CONCEPTS

We made prototypes of the concepts we ideated on.

TESTING & ITERATE.

Working with Engineering, Research, and Analytics we tested many concepts across key moments:

  • NFL Playoffs

  • March Madness

  • NBA Playoffs

WE LANDED ON THE IDEA OF “MULTI-PRODUCT X-SELL” offering timely and contextual x-sell placements.

THIS CONCEPT SAW A 17% CLICKTHROUGH RATE.

WE NEED TO MAKE THIS OFFICIAL.

At this point, everything was a test with very promising results.

The Head of Commercial and VP of Product loved it. Next step: pitch to the CEO.

PITCHED TO AMY, THE CEO

This concept and overall approach was pitched to our CEO, AMY. She loved it so much she put it in her corporate strategy.

WE EXPANDED THE CONCEPT BY ADDING PROP BETS.

AND INCLUDED A BROADER BETTING EXPERIENCE IN THE DAILY FANTASY APP.

THE RESULT

REVENUE

When launched, this led to $7 million revenue in one quarter.

LTV

Along with promotion strategies, this led to doubling lifetime user value.

DESIGN CULTURE

Design became a core part of FanDuel’s product development process. I co-authored additional objectives of the company strategy.

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