Optimal UX
Beautiful UI
Brag-worthy Apps
jademaddox.com
Sectors:
Problem: The current branding for Leaguestock was perceived as too financial and not sufficiently sports-oriented. It failed to clearly communicate its connection to sports. Additionally, a split test revealed that only 50% of users knew how to proceed beyond the initial screen, with mixed opinions on the design elements, including the color green and the logo.
User Problem Statement: As a financially savvy sports enthusiast looking for a good betting app, I want to find the best app for me, so that I can find a place where my friends and I can bet and play against each other
Opportunity: How might we make it clearer of who our brand is, inform consumers on what we do, and how we can retain our users once they download?
Hypothesis: By redesigning the app to highlight its sports focus and refining visual elements for cohesion and appeal, we can boost user comprehension and engagement. Clear sports-related branding on initial screens will communicate the app's dual focus on fantasy sports and financial aspects, increasing user understanding and appreciation. Our goal is to enhance clarity and satisfaction, aiming for improved navigation success and positive feedback.
"Right now everybody thinks we just look like a copy of Robinhood basically"
To address the issues identified, I conducted comprehensive user testing, gathering feedback on the app’s usability and visual appeal. I led several rounds of iterations to create a new logo that better conveyed the sports-oriented focus of Leaguestock. Additionally, I developed a detailed design direction document outlining the vibe and vision of the project to ensure a cohesive and engaging user experience. This document guided the introduction of a new color scheme that resonated more with the sports community. Through these efforts, I upgraded the overall branding, aligning it more closely with the dual focus on fantasy sports and financial aspects, ultimately enhancing user engagement and comprehension.
User 1: "(1:04-1:20)“I’m not really sure what this app is for. I’m not sure if it’s for some kind of fantasy league or some kind of stock application.” (1:34-1:40) “I don’t really like the green.” (3:30-3:36) “It kind of reminds me of Robinhood honestly.”"
User 2: "(1:05-1:20) “I think this about the stock market and things like that. I’m not sure exactly but I can see the dollar symbol and I’m not really sure what the league symbol signifies.” (2:34-2:41) “I think this is the stock market or stock exchange or something.”"
Problem: We need to integrate sports and financial components into the app. Key areas, such as player profiles and team pages, lack dynamism and cohesive branding, making it difficult for users to fully engage with the app’s unique features.
User Problem Statement: As sports betting enthusiast who just downloaded LeagueStock, I want to feel enticed to engage and play on the platform, so that I can start playing and invite my friends
Opportunity: How might we make the app less financial and stale, and more dynamic and energetic?
Hypothesis: By integrating our new branding style within the app and flushing out some of the key landing pages for users, this will drive user engagement and excitement to participate.
"We need to look like the best fantasy sports app out there"
I undertook a comprehensive redesign of the app, revamping every aspect from onboarding to settings. I meticulously crafted key pages, including the landing page, portfolio page for stock trading, wishlist, team pages, news pages, contest pages, and more. To ensure a seamless user experience, I defined the navigation structure using Miro, mapping out the user flow to demonstrate how each component should function. Throughout the process, I applied best UX principles and incorporated regular feedback from stakeholders and users to refine the design continuously.
By focusing on creating intuitive and engaging interfaces, I even developed app screens optimized for the Apple Store, ensuring a polished and professional presentation. The redesign involved a holistic approach, where I addressed every detail to enhance usability and satisfaction. This all-encompassing effort, from wireframing to final design, resulted in a cohesive, user-friendly app that effectively communicates who we are as a brand, ultimately elevating the overall user experience.
Problem: We need to reflect the new branding, app, and value proposition in our online presence.
User Problem Statement: As a potential investor or customer, I need to get a good background on what LeagueStock is before I invest my money into it, so that I can feel secure that I'm making a good investment
Opportunity: How might we impress our users and investors to spend with us instead of the competition?
"Now we just need the website to match. We love the branding, we love the app, now let's fix up the website."
I wireframed and designed both the main website and the beta app download email and landing page for the LeagueStock app. Collaborating directly with the front-end developer, I ensured a seamless integration of design and functionality. Additionally, I set up the email structure templates on MailChimp, enabling the team to efficiently send messages and updates to beta app testers. To maintain brand consistency, I also designed matching social media graphics for X, LinkedIn, and Instagram. This comprehensive approach ensured a cohesive user experience across all touchpoints, from the initial website visit to ongoing communication and social media engagement during the beta testing phase.
