Revolutionizing user engagement in daily fantasy sports through strategic design and branding

ThriveFantasy, a daily fantasy sports app founded in 2016, offered a unique platform focused on player props and had paid out over $40M. Despite this, the company faced challenges in user acquisition, retention, and overall user experience. I was brought in to transform ThriveFantasy's digital presence. The daily fantasy sports market is highly competitive, with giants like FanDuel and DraftKings dominating the landscape. ThriveFantasy needed to elevate its brand identity and optimize its user experience to stand out. Specific pain points included low conversion rates from registration to first-time deposits, inefficient user flows causing friction in deposit and withdrawal processes, and a need for personalized features to enhance user engagement.

To address these challenges, my team and I took a holistic approach by conducting a comprehensive audit and competitor analysis to identify areas for improvement. I led the overhaul of the UX/UI by redesigning the web, mobile web, iOS, and Android platforms to create an intuitive and engaging experience. New features were implemented, such as pre-created prop slips, social media sharing options, and a more streamlined wallet system. I updated the brand identity, messaging, and copywriting guidelines to resonate with ThriveFantasy's target audience. Tracking mechanisms were incorporated to gather data points for optimizing marketing efforts.

Post-implementation, ThriveFantasy saw significant improvements. Conversion rates from registration to first-time deposit increased from 25-28% to 42%, re-deposit rates improved from 25% to 37%, and user retention and engagement metrics showed a marked increase. These results demonstrated the effectiveness of the redesign and strategic improvements I implemented.