OVERVIEW

TAB is Australias largest wagering company. I was brought on as a Lead Digital Designer to overhaul the dated TAB.com.au. My brief was to create a new and improved visual language, update key pages, improve navigation and launch new features and fucntionality across the platform. 

Styleguide

One of my first tasks at TAB was to take the existing website and create a new visual language which we could apply to the whole site. We created a new styleguide, design principles and component library that would be the foundation of the new website. 

Homepage

The goal of the new homepage was to make it easier for our customers to find popular events or races that were currently on. We learnt through user research that the majority of users are looking to place a bet in within 2 hours of the event start time. We created a system/template that would allow trending events or races to automatically take higher priority of the homepage. 

New IA, Navigation & User Dashboard

User testing sessions revealed common problems while trying to navigate the TAB website. We created a new IA and Menu structure that greatly reduced clicks and confusion. We exposed primary navigation (Sports, Racing, In Play) that allows quick access to navigation from any screen. A new user dashboard was also created to perform frequent actions related to their account.  

Race Page

The new race page was updated based on the learning we took from the existing page. Visual noise and unnecessary functionality were removed or anything that was not critical to the experience. We also overhauled the results page with new features such as replays and commentary.  

Sports Landing Page

The new page allows users to navigate quickly to the league/event that they are looking for. This page was created off the back of the learnings we found during the IA and Navigation work. 

Match Page

The 'Match Page' main purpose is to show all available markets to the users. The new design used left hand exposed category filters. User testing findings identified the most common bet types. We created a "Popular" filter that is active by default, this allows the majority of users to find their bet type without having to search. We also added a new Live video player to the top of the screen for users to watch the event after a bet has been made.

Tipsters

'Tipsters' is a new concept that I created that gives our punters a platform to have bragging rights. We know from our personas that the average punter loves a bet at the pub and loves telling his mates about it when he has a win. This concept was created to give an online presence where you could follow your friends or the public to see how good they are going (or bad!). You can click on their profile to track previous form, or see future bets that should get on too!