User, Product and Profits
My Role
Lead Product Designer: Discovered, designed and launched the new feature Code Hub. Later transitioned to a Product Manager role, where I created an internal social network centered around Booking Codes.
Increased user engagement through Code Hub, achieving a 29% average conversion rate at launch, which grew to 49% within nine months, and contributed to a 2% increase in total gaming stakes. The internal social network further boosted user retention and code-sharing activities across the platform.
Outcome
Product Discovering
SportyBet has approximately 79.04 million users in Nigeria. Through competitive research, user observation, and data analysis, I led the team in identifying that a significant percentage of users rely on Booking Codes to place bets.
Social Media Behavior:
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Booking Codes are frequently traded, sold, and promoted on platforms such as Telegram and WhatsApp.
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These social media groups act as hubs for users to exchange and share Booking Codes.
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Within SportyBet’s chat rooms, I also observed a large number of users actively advertising Booking Codes, particularly in our key markets of Nigeria, Ghana, and Tanzania.
Key Statistics:
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47% of Nigerian users place bets using Booking Codes.
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64% of these users receive Booking Codes directly from friends, as revealed by user surveys.
* A Booking Code enables users to book or transfer a bet, containing a selection matches with market types and odds.
Problem Statement
These Booking Code users appear scattered across both internal and external platforms. However, there is currently no centralized solution to effectively engage this user segment.
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How can we elevate the behavior of Booking Code users and encourage more sharing of SportyBet's Booking Code?
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How can we generate additional revenue from these " Code Activists"?
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How can we establish a network effect within SportyBet to encourage more code sharing and trading, ensuring that users remain engaged and don't migrate to other platforms?
Sporty Code Hub
Booking Code Eco-System Fundation
Building on previous findings, I identified the need for a centralized solution and proposed the creation of “Code Hub” on SportyBet. After pitching the idea to stakeholders, I designed the initial Sporty Code Hub and later guided a junior designer in creating Booking Code cards to feature prominently on the homepage.
After transitioning to a Product Manager role, I collaborated with data scientists to develop a personalized Booking Code model. This model analyzed user betting behavior, including market types, odds, and team selections, to promote the most relevant Booking Codes—not just on the homepage but also within the Code Hub. Since its launch in January 2024, the Code Hub has demonstrated strong performance, achieving an average conversion rate of 29% through June and an impressive 49% by October.
Sporty Social Page
Foster Growth and Create Network Effect
After becoming a Product Manager, I focused on growing the Booking Code ecosystem by attracting more code seekers, influencers, and followers to SportyBet. To boost retention, referrals, and revenue, we created the Sporty Social Page.
This was the first feature I managed through the entire product lifecycle. Leading a team of 17, our goal was to build a sense of community and drive user engagement. The Social Page allowed users to create profiles, share Booking Codes, gain followers, and follow others. They could also showcase winning bets or share ongoing bets directly on their profiles, encouraging interaction and connection.
Influencer Custom Code
Boost Booking Code Engagement
We identified three types of code users: Code Seekers, Code Followers, and Code Influencers. Research showed that many influencers regularly promoted SportyBet Booking Codes on social media, each with a large following. At the time, codes were randomly generated.
As a Product Manager, I worked with senior executives to create and launch the Custom Booking Code feature. This allowed influencers to design personalized codes and link them to root codes updated weekly for relevance. The system simplified the user journey, letting followers enter Custom Codes directly on SportyBet without needing external platforms.
Creator Credits
Drive growth of retention, referrals and revenue
The new incentive program lets Code Influencers create custom codes and track bets placed by their followers. Influencers earn credits for each bet using their codes. As a Product Manager, my goal is to attract more influencers, boost organic growth, and increase engagement within SportyBet’s Booking Code ecosystem.
Code Hub A/B Testing
Grow Conversion Rate
As a Product Manager, I conducted A/B experiments in the Code Hub and found that users rarely scroll beyond 10 Booking Codes, with updates driving most orders. Collaborating with data scientists, we used machine learning to improve prediction accuracy for popular codes by adjusting historical data analysis from 3 days to 10-15 minutes. This increased prediction accuracy by 70%, boosted the conversion rate by 10% (reaching 49.5% in October 2024), and contributed to a 2% rise in total Real Sports stake percentage.
