2020
Match Prediction Platform
3 Months | UX/UI Consultant | End-to-end | Double Diamond
Product Strategy
Case Study
Project Overview
Rugby Vision is a sports ranking platform that helps gamblers manage their money, time, and resources sensibly.
→ Visit RugbyVision.com (Custom built Wordpress website)
My responsibilities included:
Product Strategy, Ideation, Facilitation, UX/UI design, Mockup, Prototyping, Usability Testing
Project Foundation:
Use data insights to gain a competitive advantage
Understand customer behaviour
Align digital investment with business objectives
Project Timeline:
Here is an overview of the project timeline. I used a kanban board to track features for pages of the website and app, which helped to manage our production schedule.
Discovery Phase
Ultimately, Rugby Vision needed sustainable long-term business growth.
Competitor Analysis:
Listing the key features and comparing how the Rugby Vision platform differs from its competitors helped identify key opportunity areas and clarify the value of Rugby Vision’s product/services.
Quantitative Research:
Analytics suggest that Rugby Vision has the potential to reach a buoyant market in Australia. During the 2019 Rugby World Cup visitor traffic reached an all-time high of more than 47,000 sessions.
12.9% Australian & NZ audience segment
23.6% South African audience segment
21.8% United Kingdom audience segment
Customer Journey Mapping:
Defining Phase
Customer Obsessed
Persona Development:
My survey showed that it’s almost part of Australian culture to love to have a bet. Rugby union fans who take up rugby gambling are more likely to be men aged 25 to 34. All target demographics also liked knowing the outcomes of rugby union competitions and/or single rugby matches and can be disheartened if they lose money often.
Customer Adoption Scenarios:
Design a platform that allows people to manage their money, time, and other resources sensibly while gambling.
This can be achieved by meeting these three goals:
Tailor the experience for each user – provide sports data insights based on customer preferences
Increase convenience factors – add useful tools such as bet reminders, and search and filter functions
Decrease the risks associated with online gambling for customers
Customer Pain Points:
Combined research from surveys, interviews, and Google Analytics show that Rugby Vision's target audience experienced four significant demotivating trends:
Investing too much time and effort for little return
Negative financial implications of gambling
Expensive subscription prices for non-EU citizens
Forgetting to place a bet
Development & Delivery Phase
We obtained an uplift of 700% in website sessions in the first year!
I facilitated two workshops with the BA and BO using an user flow charts and wireframes.
I provided an heuristic evaluation alongside my concepts.
UI Kit:
Iterative Prototyping:
Conclusion:
Rugby Vision was founded by Principal Research Scientist Dr Niven Winchester who has an interest in sports economics including sports ranking systems and improving rugby’s bonus point system. The Athlete Contribution Estimator (ACE) is developed and maintained by Niven Winchester and William Beard (Collaborator & Research Engineer). ACE is a statistical model that quantifies how the performance of individual rugby union players affects match results. Unfortunately, the Native App didn't make it into production due to the 2020 global pandemic.
More Works
(SG — 02)
©2025
2020
Match Prediction Platform
3 Months | UX/UI Consultant | End-to-end | Double Diamond
Product Strategy
Case Study
Project Overview
Rugby Vision is a sports ranking platform that helps gamblers manage their money, time, and resources sensibly.
→ Visit RugbyVision.com (Custom built Wordpress website)
My responsibilities included:
Product Strategy, Ideation, Facilitation, UX/UI design, Mockup, Prototyping, Usability Testing
Project Foundation:
Use data insights to gain a competitive advantage
Understand customer behaviour
Align digital investment with business objectives
Project Timeline:
Here is an overview of the project timeline. I used a kanban board to track features for pages of the website and app, which helped to manage our production schedule.
Discovery Phase
Ultimately, Rugby Vision needed sustainable long-term business growth.
Competitor Analysis:
Listing the key features and comparing how the Rugby Vision platform differs from its competitors helped identify key opportunity areas and clarify the value of Rugby Vision’s product/services.
Quantitative Research:
Analytics suggest that Rugby Vision has the potential to reach a buoyant market in Australia. During the 2019 Rugby World Cup visitor traffic reached an all-time high of more than 47,000 sessions.
12.9% Australian & NZ audience segment
23.6% South African audience segment
21.8% United Kingdom audience segment
Customer Journey Mapping:
Defining Phase
Customer Obsessed
Persona Development:
My survey showed that it’s almost part of Australian culture to love to have a bet. Rugby union fans who take up rugby gambling are more likely to be men aged 25 to 34. All target demographics also liked knowing the outcomes of rugby union competitions and/or single rugby matches and can be disheartened if they lose money often.
Customer Adoption Scenarios:
Design a platform that allows people to manage their money, time, and other resources sensibly while gambling.
This can be achieved by meeting these three goals:
Tailor the experience for each user – provide sports data insights based on customer preferences
Increase convenience factors – add useful tools such as bet reminders, and search and filter functions
Decrease the risks associated with online gambling for customers
Customer Pain Points:
Combined research from surveys, interviews, and Google Analytics show that Rugby Vision's target audience experienced four significant demotivating trends:
Investing too much time and effort for little return
Negative financial implications of gambling
Expensive subscription prices for non-EU citizens
Forgetting to place a bet
Development & Delivery Phase
We obtained an uplift of 700% in website sessions in the first year!
I facilitated two workshops with the BA and BO using an user flow charts and wireframes.
I provided an heuristic evaluation alongside my concepts.
UI Kit:
Iterative Prototyping:
Conclusion:
Rugby Vision was founded by Principal Research Scientist Dr Niven Winchester who has an interest in sports economics including sports ranking systems and improving rugby’s bonus point system. The Athlete Contribution Estimator (ACE) is developed and maintained by Niven Winchester and William Beard (Collaborator & Research Engineer). ACE is a statistical model that quantifies how the performance of individual rugby union players affects match results. Unfortunately, the Native App didn't make it into production due to the 2020 global pandemic.
More Works
(SG — 02)
©2025
2020
Match Prediction Platform
3 Months | UX/UI Consultant | End-to-end | Double Diamond
Product Strategy
Case Study
Project Overview
Rugby Vision is a sports ranking platform that helps gamblers manage their money, time, and resources sensibly.
→ Visit RugbyVision.com (Custom built Wordpress website)
My responsibilities included:
Product Strategy, Ideation, Facilitation, UX/UI design, Mockup, Prototyping, Usability Testing
Project Foundation:
Use data insights to gain a competitive advantage
Understand customer behaviour
Align digital investment with business objectives
Project Timeline:
Here is an overview of the project timeline. I used a kanban board to track features for pages of the website and app, which helped to manage our production schedule.
Discovery Phase
Ultimately, Rugby Vision needed sustainable long-term business growth.
Competitor Analysis:
Listing the key features and comparing how the Rugby Vision platform differs from its competitors helped identify key opportunity areas and clarify the value of Rugby Vision’s product/services.
Quantitative Research:
Analytics suggest that Rugby Vision has the potential to reach a buoyant market in Australia. During the 2019 Rugby World Cup visitor traffic reached an all-time high of more than 47,000 sessions.
12.9% Australian & NZ audience segment
23.6% South African audience segment
21.8% United Kingdom audience segment
Customer Journey Mapping:
Defining Phase
Customer Obsessed
Persona Development:
My survey showed that it’s almost part of Australian culture to love to have a bet. Rugby union fans who take up rugby gambling are more likely to be men aged 25 to 34. All target demographics also liked knowing the outcomes of rugby union competitions and/or single rugby matches and can be disheartened if they lose money often.
Customer Adoption Scenarios:
Design a platform that allows people to manage their money, time, and other resources sensibly while gambling.
This can be achieved by meeting these three goals:
Tailor the experience for each user – provide sports data insights based on customer preferences
Increase convenience factors – add useful tools such as bet reminders, and search and filter functions
Decrease the risks associated with online gambling for customers
Customer Pain Points:
Combined research from surveys, interviews, and Google Analytics show that Rugby Vision's target audience experienced four significant demotivating trends:
Investing too much time and effort for little return
Negative financial implications of gambling
Expensive subscription prices for non-EU citizens
Forgetting to place a bet
Development & Delivery Phase
We obtained an uplift of 700% in website sessions in the first year!
I facilitated two workshops with the BA and BO using an user flow charts and wireframes.
I provided an heuristic evaluation alongside my concepts.
UI Kit:
Iterative Prototyping:
Conclusion:
Rugby Vision was founded by Principal Research Scientist Dr Niven Winchester who has an interest in sports economics including sports ranking systems and improving rugby’s bonus point system. The Athlete Contribution Estimator (ACE) is developed and maintained by Niven Winchester and William Beard (Collaborator & Research Engineer). ACE is a statistical model that quantifies how the performance of individual rugby union players affects match results. Unfortunately, the Native App didn't make it into production due to the 2020 global pandemic.
More Works
©2025