Fantasy Gold

A case study on bringing Fantasy sports into the Ghanaian market

Opportunity

Ghanaians love sports- most especially soccer and can never get in enough of it, and many think they can do better in terms of managing the football teams, So when the Premier Leagues and Eufa champions league decided to add a fantasy section to their package to give these aspirational managers a go at managing a team while making friendships and winning exciting prices, many Ghanaian jumped on the bandwagon along with the rest of the world.

But people had to wait for too long- an entire season comprising of many months waiting for their points to accumulate to see how they do at the end of the day, along with millions of other users from all over the world. Some people couldn’t wait and decided to add twists to localize the games by comparing their points at the end of every game week and having fun challenges with their loser friends, like buying beers for everyone. Some even contributed to a weekly pool, and the winner who had the highest point at the end of every game week took it all.

Roles

This is a project where I assumed the following roles:

Interaction (IxD) Designer
User Experience Researcher
User Experience (UX) Designer
User Interface (UI) Designer

Deliverables

Interaction Design: High-fidelity interactive prototype for key tasks:

Usability tests and findings
User surveys and one-on-one interviews
User personas and Journey maps
Task flows
Low fidelity wireframes

Project Tools

Project timeline: 4 months

Figma
Miro
Adobe XD
Canva

Design Process

Empathize

We began our discovery with three high-level goals in mind:

Gaining a comprehensive understanding of Fantasy Sports -Soccer
Uncovering relevant user pain points to mitigate them.
Finding opportunities for improvement.

To gain full comprehension of the user’s pain points, two questionnaires were designed to gain the user’s empathy.

Interview types:

Survey- Target: 50 users
In-person interview: 5 per category

Survey Questions

How much do you like football?
Do you know about FPL(explain what this is)?
If yes—>Have you ever played a similar game with your friend?
Do you know about any other service that provides FPL-like stuff?
If yes, do you patronize them?
Will you patronize our service

In-person interview

User types to be interviewed;

Pro user

Description: A current customer of the Fantasy Gold Premier League who participates in every weekly pool each season. Pays to play category. Has won at least twice.

Intermediate user:

Description: A current customer of FGPL who participates in games less often. At most once a twice-a-game season.

Beginner:

Description: Someone who recently signed up and has played very few games.

People who quit

Description: Early adopters of the FGPL who played when it was free but quit when the Pay to play model was implemented

People who play FPL only.

Description: Football fans who are into Fantasy football but do not participate in the FGPL games.

General football fans

Description: Football fans who do not participate in any form of Fantasy sports.

Research findings– Non-Fantasy Gold Player

Forms response chart. Question title: Will you play more if:. Number of responses: 10 responses.

Forms response chart. Question title: Would you like to play on another site where winners are announced every game week instead of at the end of the season?. Number of responses: 43 responses.

Forms response chart. Question title: What is your goal?. Number of responses: 28 responses.

Forms response chart. Question title: How often do you play?. Number of responses: 54 responses.

Research findings- Fantasy Gold Players

Forms response chart. Question title: How often do you play?. Number of responses: 32 responses.

Forms response chart. Question title: Would you create a Fantasy Gold team if it was not linked to the FPL website?. Number of responses: 32 responses.