Turning sports data overload into clarity

Flashscore is a sports live score app that provides live scores, results, fixtures, statistics, and news from football, basketball, tennis, and other sports. The app is available in over 100 languages and has over 100 million users worldwide.

Flashscore has rich data - lot's of live scores, stats, match details - but users were overwhelmed and the product team wanted insight into how the service was being used. Our research was to determine what information was truly the most valuable to users to provide it to them fast.

What I did

Working as part of the international research team I carried out mixed-method research with fans. Mapping users’ relationships to sports and betting we determined what mattered to them most, when they’re looking for information, the triggers and what distracted them. We prototyped new screens, functionality.

Outcome

Understanding of international users - personas, archetypes and mindsets
Validation on designs - pages and app architecture
Validation on new design patterns through A/B testing

Insight

The research was part of a wider global study, during the research we found that UK users of Flashscore use the app for a variety of betting activities, including:

Checking live scores and odds: Users use Flashscore to check live scores and odds for upcoming matches. This helps them to make informed decisions about whether or not to place a bet.
Tracking their bets: Users use Flashscore to track their bets, so they can see how much they have won or lost. This helps them to manage their gambling and to avoid overspending.
Finding new betting opportunities: Users use Flashscore to find new betting opportunities, such as special offers and promotions. This helps them to get the best possible value for their bets.

The research also found that there were a number of areas where Flashscore could be improved to better support betting.