theScore: Driving Engagement
A multidisciplinary hackathon project focused on increasing user engagement with theScore's in-app betting features through targeted personalization.
The Challenge
Even though the betting feature was already built into the app, only 10% of existing users were interacting with it. The core question was: How might we increase engagement among existing users?
During our discovery phase, we identified a critical barrier: the American-only odds display. This was highly confusing for international users and immigrants—a rapidly growing demographic in Ontario, the primary market for theScore Bet. Furthermore, while the rest of the app boasted personalized experiences, the betting section felt generic and disconnected from user preferences.
Our Solution
To solve the engagement drop-off, we focused entirely on personalization and accessibility. We redesigned the betting home section to generate tailored feeds based on a user's pre-selected favorite sports and teams.
Most importantly, we introduced an "Edit Odds Display" setting. This allowed users to seamlessly switch between American, Decimal, and Fractional odds. By making the platform universally accessible, we removed the primary friction point preventing new users from participating.
1st Place Winners
Our multidisciplinary team of designers, engineers, and data scientists developed and pitched this solution within 24 hours, ultimately securing 1st place in the BrainStation x theScore hackathon.
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