Project Overview

The Tab Locator project was an exciting opportunity to improve the user experience of TAB’s venue locator. As the only Australian wagering provider with direct connections to physical venues, TAB had a unique advantage to provide a feature that competitors couldn’t match.

The existing Tab Locator was outdated, lacked essential functionality, and didn’t integrate well with user maps or offer an easy way to search and navigate venues. My goal was to redesign the locator to make it more intuitive, user-friendly, and scalable for future growth.

Our objectives were to:

• Improve the usability and functionality of the venue locator, making it more intuitive and efficient.

• Provide users with a better way to search for venues and view detailed venue information.

• Integrate the locator with user maps and introduce a flexible toggle between map and list views.

My Role

As the sole Product Designer for the Tab Locator project, I led the end-to-end design process, working closely with the Product Owner to align business goals with user needs. Here's how I contributed:

• Competitor Analysis: Researched competitor apps to identify opportunities for improvement.

• Existing Functionality Audit: Analysed the current locator to pinpoint pain points like lack of map integration and the absence of key features like zoom functionality and venue search.

• User Research: Collaborated with a User Researcher to validate assumptions and gather insights through user testing.

• Wireframes and Prototypes: Created wireframes and interactive prototypes to iterate quickly and refine design concepts.

• Design Sign-Off and Handoff: Ensured designs were signed off by senior designers before moving them to a "ready for development" page in Figma. Added detailed annotations for clarity, allowing developers to pick up designs seamlessly during sprint planning.

• Design for Scalability: Designed with future scalability in mind, incorporating potential features like filter chips for filtering venue types (such as TAB ATMs) in the list view.

Research & Insights

User research revealed key pain points: users needed an intuitive and efficient way to find venues, with seamless map integration and clear venue information.

Key Insight: Users wanted a flexible way to toggle between map and list views, with easy access to venue details, including offers and directions.

These insights guided the design, focusing on:

• Simplifying the navigation and search experience.

• Improving the design of venue cards and map interactions for better accessibility.

Design Process

Kickoff & Competitor Analysis

• Conducted a workshop with the Product Owner to define key goals for the project.

• Reviewed competitor locators to explore best practices and opportunities for differentiation.

Wireframes & Prototypes

• Developed wireframes and prototypes that allowed users to toggle between map and list views.

• Designed a scalable solution with the potential to add features like filter chips in the future (e.g., for filtering TAB ATMs).

Testing & Iteration

• Conducted rapid user testing to gather feedback on the map/list toggle and venue cards.

• Iterated designs based on user feedback, refining the flow to ensure ease of use and meeting user needs.

Design Handoff

• Finalized designs with input from senior designers and uploaded them to the "ready for development" page in Figma.

• Provided detailed annotations for each design element to ensure clarity for developers.

• Coordinated with developers during sprint planning to ensure a smooth handoff and implementation process.

The Outcome

The Tab Locator redesign led to a 30% increase in user engagement, with positive feedback highlighting the ease of use and flexibility of the map/list toggle. Users also appreciated the improved access to venue details and relevant offers.

Key outcomes included:

• A more intuitive and flexible venue locator, with an easy-to-use map/list toggle.

• A modular, scalable design, including the groundwork for future features such as filter chips for TAB ATMs.

Reflection

The Tab Locator redesign reinforced the importance of user-centered design and scalability. Leading the project on my own, while collaborating closely with the Product Owner and development team, allowed me to refine my skills in designing solutions that balance user needs with business goals and future requirements.

Key Learnings:

• The value of rapid prototyping and user feedback to iterate and refine designs quickly.

• How designing for scalability ensures the product can evolve with future needs and features.

• The importance of maintaining simplicity and flexibility while delivering a high-impact user experience.

• The role of clear design handoff processes in ensuring smooth collaboration between designers and developers.

This project helped me grow as a designer, giving me the opportunity to lead a complex initiative that made a significant impact on user engagement and satisfaction.