Full redesign of the "For You" homepage — rebuilding information hierarchy to route users faster into high-intent betting actions.
Six months after joining ArenaPlus, I took the lead on revamping the mainpage of our sports betting app. By deeply analyzing user journeys of both high-stakes bettors and newcomers, I identified key opportunities to enhance personalization and engagement.
Despite facing challenges from the development team and sportsbook provider, I navigated these hurdles to deliver a seamless, user-centric experience that significantly boosted revenue and markedly improved user satisfaction.
The original homepage had traffic but wasn't routing it. Users could open the app and not know what to bet. The funnel leaked at the very first screen — only 19% reached the market page, and just 12% placed a bet.