Shaping the Sportsbook Experience Roadmap: A Product Discovery Journey

Context

LiveScore launched its Sportsbook app, LiveScore Bet, in 2019, operating in the UK, Ireland, and Nigeria. While functional, the app needed enhancements in navigation and engagement to meet bettor expectations and stand out in a competitive market.

Role

As a Senior Product Manager, I was responsible for driving improvements to the sportsbook experience across digital platforms, leveraging user insights and strategic planning.

Goals

The goal was to uncover user pain points in key betting journeys and develop a prioritised, user-focused roadmap that addressed these challenges.

Challenges

• Research Constraints: Given the research team’s backlog, I took the initiative to independently conduct user research to avoid delays.
• Data Limitations: Insufficient tracking of user journeys hindered data-driven analysis.

Strategy and Solution

I decided to build the roadmap by starting with the customer and conducting user research. To ensure a structured approach, I adopted Teresa Torres’ Continuous Discovery Habits framework.

Execution

• Designed and launched unmoderated user tests using UserTesting, analysing results to extract actionable insights.
• Utilised Amplitude to examine behavioural data and pinpoint friction in key funnels.
• Validated findings using app reviews and survey insights.
• Mapped customer journeys to highlight emotions, pain points, and actionable insights.
• Used a mix of data sources—past research, surveys, app ratings, and user feedback—to enrich my analysis.
• Built an opportunity solution tree to prioritise and score opportunities collaboratively with stakeholders.
• Engaged key stakeholders to evaluate opportunities using the criteria outlined in Teresa Torres’ Continuous Discovery Habits.
• Consolidated the scores to create a prioritised list of opportunities, which served as the foundation for shaping the product experience roadmap.

Outcome

• Shaped a strategic, data-driven roadmap aligned with user needs and business goals that focuses on 4 key initiatives for 2024-2025.
• Early stakeholder alignment and collaborative workshops ensured strong cross-functional buy-in for the upcoming releases.

Lessons Learned

• Adaptability is Key: Proactively conducting research ensured progress despite constraints.
• Diverse Inputs Drive Rich Insights: Leveraging multiple data sources strengthened the analysis.
• Collaborative Prioritisation Drives Impact: Engaging stakeholders in opportunity scoring created alignment and buy-in.

If you’re interested in learning more about this project or exploring how similar strategies can be applied to your business, feel free to reach out. Let’s chat about the possibilities!