Project Overview

Venue Mode is a key feature that sets Tabcorp apart from its competitors, offering venue-exclusive deals and promotions directly accessible via the home page. The Venue Mode chip enables users to toggle between standard features and those exclusive to their current venue, providing an enhanced, real-time experience for users in specific locations.

The Challenge:

Tabcorp needed to provide venue-specific promotions and betting options to enhance user experience. The goal was to deliver a feature that would give users a targeted and dynamic experience when they visited certain venues, making the experience more relevant and personalised.

My Role

As the lead designer, I worked with a cross-functional team including two other designers, a Business Analyst, a Product Manager, developers, QA, and a Dev Lead to deliver this feature. I played a key role in designing the user interface and experience, working within the existing design system, and ensuring seamless integration with other platform components.

Key Contributions:

• Utilised existing design system components and systems to ensure consistency across the platform.

• Updated tiles in Adobe Experience Manager to reflect venue-specific promotions.

• Introduced a toggle for ‘Venue Offers’ and ‘Next to Go’ markets, allowing users to view targeted promotions and betting options based on their venue in real-time.

• Collaborated closely with the team to meet deadlines and ensure technical feasibility while focusing on enhancing the user experience.

Research:

To ensure the Venue Mode feature met user expectations, I led research efforts with stakeholders and internal teams to understand the most relevant promotions and offers for users based on their venue locations. This involved:

• Reviewing data from previous venue-specific features to identify engagement patterns.

• Gathering feedback from customer service and product teams about what promotions users engaged with most.

• Conducting quick surveys and feedback sessions with users to test assumptions and gain insights into their needs and preferences. This research helped shape the direction of the design, ensuring that the right types of offers and information were presented at the right time.

• Utilising past research noted in confluence.

The Outcome

The Venue Mode feature delivered a 15% increase in user engagement by offering tailored, venue-specific promotions. This project demonstrated the power of custom, context-aware experiences in driving deeper user interaction and value.

Reflection

This project reinforced the value of collaboration and continuous iteration. By working closely with cross-functional teams and incorporating user feedback into the design process, we were able to deliver a feature that met both business goals and user needs. The real-time nature of the Venue Mode feature also highlighted the importance of context-driven design, showing how personalised content can drive meaningful engagement.

Looking back, one key learning was the value of keeping the user’s context central to the design—by considering factors like location and venue-specific needs, we were able to enhance the user experience and deliver a feature that truly resonated with users.

Key Takeaways:

• The importance of aligning design with business goals and user context.

• Collaborating effectively with cross-functional teams to meet both design and technical objectives.

• Delivering a seamless user experience that drives engagement through tailored content.