Life at TAB

My duties and commitments to the team, and summarised portfolio pieces

Organise deliverables to be on time across multiple squads and parts of the design process.
Run design workshops and alignment sessions cross multiple squads to have clear goals across the board with key stakeholders.
Define the design rollout process stage by stage to align with the product roadmap when having multiple horizons for a product/feature.
Help validating, iterating and de-risking projects through several different techniques in testing, quantitative and quantitative.
Coached and mentored several designers in design thinking processes and practices to be more efficient.

Lead Designer Responsibilities

Introduced collaboration tools such as Figma across the business.
Successfully led the new App redesign with 0 turnover across the team.
Successfully led the last features introduced in app: Bets Friends and Race Feeds with a view on the end to end funnel strategy.
Lead multiple projects at the same time across the suite.
Improved ARPU through several projects.
Improved customer satisfaction and decrease of phone calls in our customer service centre.
Helped delivering the product roadmap on time and budget
Helped the design team growth and decrease staff turnover.

Lead Designer Achievements:

We follow the double diamond design framework as part of the design process, each part timeframe and milestones is changed project to project and delineated by myself and my product and tech partners.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this page. All information in this case study is my own and does not necessarily reflect the views of TAB.

CASE STUDY #1

Bets Friends Study

Our new social betting platform is taking over the market. We conducted extensive research and focus groups to understand what users want and needed before even getting into it, and we landed on our current MVP version live in our app.

Here’s a quick summary of how it was achieved it.

The Team

1 Lead designer (me)

2 User Experience designers

1 User interface designers

2 Product Owners

2 Business Analyst

12 Devs (leads, front end, back end)

The Timeframe

16 weeks, or 8 sprints - your pick.

The Design Framework

Double Diamond with focus on synchronous work between Design and Delivery.

My Role

As one of the most experienced designers in the team, I got tasked to work on the new feature to bridge the gap with users on a more social experience in betting.

How do we engage with a younger demographic that is new to the market? And;
How can we help them make the best decision possible when placing a bet?
How might we leverage our TV talent?

The Pillars of Success

Customer insights and Ideation: Partnered with SMEs and researchers to uncover insights and translate concepts into features that address customer behaviours and motivations.

Planing & Scope Definition: I defined the product with my product manager partners. I evangelised customer goals and balanced business goals. I prioritised and negotiated features for launch and beyond.

Oversight & Coordination: I designed across and collaborated with many designers and their Product partners to translate product features for each feature.

Design execution & Validation: Validation of concepts in App format where we executed journeys, wireframes, prototypes and basic design specs.

Leadership: We designed and presented works to gain buy-in from executives and senior stakeholders and many other parties through the whole project, but was crucial at this stage.

“The combination of a fixed launch date and aggressive scope created an intense environment with many coordination and time challenges.”

How We Got There

The biggest challenge I faced throughout this project was balancing moving forward with designs, whilst collaborating with the research team, and delivery team. Since this project touched every part of our go to market strategy and app, I needed to coordinate and get buy‐in from many teams that were going to have a part in the game.

Managing feedback was even more challenging because it felt like a swinging pendulum of viewpoints. The team spent a disproportional amount of time debating design decisions— when there wasn’t data that could easily be gathered to help drive a decision.

I observed this pattern early enough in the project and invested time into creating documentation to help alleviate the data crutch and better articulate and distribute design rationale.

Doing this upfront was quite time consuming, but saved a lot of back‐and‐forth as the project progressed.

Data & Discovery

Focus groups and usability testing in sync with product design.
Rapid research and iteration to accommodate short timeframe.
Stakeholder interviews & analytic review.
Definition & Design

Narrowed down key problem statements to two.
Wireframing with input from subject matter experts.
Unpacking each individual feature and validating with users to enable the design rollout in a more organised way.
Design & Delivery

Broke down designs into individual journeys and delegated the work while coordinating other parts of the business .
Worked through them one by one to ensure user needs were met.
Collaborated with technology team to break down journeys based on effort.
Develop & Iterate

Worked in sync with development team during 4 sprints.
Reutilized around 90% of design system to achieve faster speed to market.
Unvelied new opportunities for future releases and enhancements.

CASE STUDY #2

Racing Key Stats

A nurturing piece for our customer base that ended up increasing ARPU by circa 20% on the segment we targeted to use this feature. Showcasing how sometimes small changes with deeper knowledge can have a broader impact in revenue and customer experience