Sports Bettors. Connected.
Brand Development
I was initially approached by the co-founders of BetBoard for a simple logo design. The founders had identified the theme they wanted to explore as a chalkboard with various sports betting related numbers scattered around.
The term "chalk" in sports betting dates back to early horse racing, where odds were manually updated on chalkboards, often smearing the favorite's odds. Bettors began calling the favorite "The Chalk," a term that persists today. The green chalkboard symbolizes this history and the color green is also linked to wealth and quality. We chose a rich forest green (#00795A) to represent both.
Brand Evolution
Executive Presentations
Once I had developed the brand identity for BetBoard, the founders further requested if I could assist with a pitch deck design to help them acquire startup funding. You can see the elements from the above brand guidelines in the sample pitch deck slides below along with the research we conducted.
BetBoard Pitch Deck Vol. 2
Competitive Research
After the success of the brand and pitch deck, I was tasked with the user experience of the mobile application for BetBoard. After conducting market research and a competitive audit, there were not many apps in the sports betting social media space. A few had a social feed but it was not the primary focus of the app; rather there was an outsized focus on data analytics / bet tracking.
There were two focuses as well, some on general sports betting, and others on daily fantasy betting. This is an important delineation because these are separate legal definitions and sports betting is not legal in every state where daily fantasy can be.
Strategy & Thinking
The founders of BetBoard were driven by their own passion and understood intuitively that sports betting enthusiasts, deeply engaged in online communities, craved a specialized platform to streamline their experience and cut through traditional social media noise. Our goal was to create an engaging, data-driven hub focused on fostering social interaction and delivering a fun, dynamic sports betting experience.
To validate our approach, we surveyed over 100 participants from our target demographic, who then tested our Beta Pilot web app. Their feedback highlighted a strong preference for well-organized data, a dedicated sports betting focus, robust social features, a competitive edge, and quick, accurate information.
App Overview
BetBoard is a social media app geared towards the sports betting community. The app features a simple, navigable flow to allow bettors and enthusiasts to get right into the action.
The Home page is where you'll find your personalized social feed to see the latest buzz about your favorite sports and teams including live event data embedded in your post.
The Crown page is the user dashboard, where you can check out personalized data and scores for the sports you care about, as well as analytics to help you make better picks and build your following.
The Trophy page includes every sport with it's own page to display upcoming games, lines, and spreads. You can also click into games and comment on the event page, and it will populate in your follower's feeds along with live game data.
The SlateSwipe page indicated with the Card Deck icon is an engagement feature we developed that allows users to make picks from today's "slate" in a dating-app style swipe deck. The picks are logged, tracked, and users can review their success—or failure— over time and compete with others in a risk-free game format.
Responsibilities
This was a one-man-band from a design perspective. One of the founders is also a developer, so I collaborated with him on research, validation, and the information architecture. I was responsible for the UX, visual design (all custom iconography, buttons, etc), interactions, and user flow.
Outcomes & Achievements
We saw strong user engagement during our Beta Pilot period. The level of use was very promising and will significantly impact and improve BetBoards ability to sell advertisements
Key Metrics
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2 Month Pilot
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110 Active Users
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2042 Posts (18.6 posts per user)
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221,143 Views (2010 post views per user)
SlateSwipe Engagement
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22,589 Total Swipes
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1,005 Swipes on days when users did not post
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116 Distinct user-days on days when user did not post
