2020
Match Prediction Platform
4 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.
My responsibilities included:
Project Management - Product Strategy, Product Roadmap
Research - Journey Mapping, Surveys, Interviews, Google Analytics Insights
UX/UI design - Ideation, Prototyping, Usability Testing
Web Development - Wordpress custom built website
Product Strategy:
Ultimately, Rugby Vision needed sustainable long-term business growth. My strategy focused on:
Aligning product investment with business objectives.
Creating a platform that allows people to manage their money, time, and other resources sensibly while gambling.
Use data insights to gain a competitive advantage.
Kanban Project Management Method:
I used a kanban board to track features for pages of the website and app, which helped to manage our production schedule.
Discovery Phase
Customer Obsessed
Listing the key features and comparing how the Rugby Vision platform differs from its competitors helped me identify the opportunity areas for Rugby Vision’s product/services.
Competitor Analysis Artefact:
Quantitative Data:
Google 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
Survey Analysis:
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.
Key Customer Pain Points:
10 questions / 24 respondents.
The first 6 questions centred focused on service expectations and industry pain points. The remaining 4 questions related to demographics.
Investing too much time and effort for little return
Credit ratings being negatively impacted
Expensive subscription prices for non-EU citizens
Forgetting to place a bet
Defining Phase
I conducted 3 in-person interviews to support user-centred design throughout the project’s lifecycle and make user groups feel real and tangible.
Persona Development:
Sometimes users can feel generic and undefined. The personas I created gave me a memorable representation of real users thoughts, behaviors, attitudes, needs, and goals.
Customer Journey Mapping:
I started with a flow chart (below).
Then, I used the personas I created to depict use case scenarios (below).
Synthesis / Context Map Artefact:
Design & Development
Rugby Vision's North Star was shaped by combining UX research, surveys, interviews, and analytics.
I facilitated two workshops with the BA and BO using an user flow charts and wireframes. We aligned on 3 product 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
I provided an heuristic evaluation using flow charts (above) and hybrid wireflows (below).
Iterative Prototyping: Comparing Bets
A core feature of the app is bet comparison. Early testing showed the Compare Bets button was easy to overlook, even though it was designed to streamline navigation. While action-based tooltips initially guided users between rugby rounds, ongoing testing revealed that swipe gestures felt unintuitive for some users, prompting a rethink of the interaction model.
Iterative Prototyping: Deferred Account Creation
Gold-tier subscribers unlock premium features, but all users can explore these through a free trial. By deferring account creation, we removed friction and encouraged immediate engagement, allowing users to experience full value before deciding how committed they are to gambling.
Iterative Prototyping: The Referral Process
Survey feedback directly informed improvements to the referral flow. Updating the call to action from “REFER NOW” to “SHARE NOW” reduced perceived pressure and reframed the action as a social connection, making it feel more natural and inviting within users’ peer groups.
Handover / UI Kit:
Conclusion:
We obtained an uplift of 700% in website sessions in the first year! Unfortunately, the Native App didn't make it into production due to the 2020 global pandemic.
(Custom built Wordpress website)
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.
More Works
(SG — 02)
©2025
2020
Match Prediction Platform
4 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.
My responsibilities included:
Project Management - Product Strategy, Product Roadmap
Research - Journey Mapping, Surveys, Interviews, Google Analytics Insights
UX/UI design - Ideation, Prototyping, Usability Testing
Web Development - Wordpress custom built website
Product Strategy:
Ultimately, Rugby Vision needed sustainable long-term business growth. My strategy focused on:
Aligning product investment with business objectives.
Creating a platform that allows people to manage their money, time, and other resources sensibly while gambling.
Use data insights to gain a competitive advantage.
Kanban Project Management Method:
I used a kanban board to track features for pages of the website and app, which helped to manage our production schedule.
Discovery Phase
Customer Obsessed
Listing the key features and comparing how the Rugby Vision platform differs from its competitors helped me identify the opportunity areas for Rugby Vision’s product/services.
Competitor Analysis Artefact:
Quantitative Data:
Google 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
Survey Analysis:
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.
Key Customer Pain Points:
10 questions / 24 respondents.
The first 6 questions centred focused on service expectations and industry pain points. The remaining 4 questions related to demographics.
Investing too much time and effort for little return
Credit ratings being negatively impacted
Expensive subscription prices for non-EU citizens
Forgetting to place a bet
Defining Phase
I conducted 3 in-person interviews to support user-centred design throughout the project’s lifecycle and make user groups feel real and tangible.
Persona Development:
Sometimes users can feel generic and undefined. The personas I created gave me a memorable representation of real users thoughts, behaviors, attitudes, needs, and goals.
Customer Journey Mapping:
I started with a flow chart (below).
Then, I used the personas I created to depict use case scenarios (below).
Synthesis / Context Map Artefact:
Design & Development
Rugby Vision's North Star was shaped by combining UX research, surveys, interviews, and analytics.
I facilitated two workshops with the BA and BO using an user flow charts and wireframes. We aligned on 3 product 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
I provided an heuristic evaluation using flow charts (above) and hybrid wireflows (below).
Iterative Prototyping: Comparing Bets
A core feature of the app is bet comparison. Early testing showed the Compare Bets button was easy to overlook, even though it was designed to streamline navigation. While action-based tooltips initially guided users between rugby rounds, ongoing testing revealed that swipe gestures felt unintuitive for some users, prompting a rethink of the interaction model.
Iterative Prototyping: Deferred Account Creation
Gold-tier subscribers unlock premium features, but all users can explore these through a free trial. By deferring account creation, we removed friction and encouraged immediate engagement, allowing users to experience full value before deciding how committed they are to gambling.
Iterative Prototyping: The Referral Process
Survey feedback directly informed improvements to the referral flow. Updating the call to action from “REFER NOW” to “SHARE NOW” reduced perceived pressure and reframed the action as a social connection, making it feel more natural and inviting within users’ peer groups.
Handover / UI Kit:
Conclusion:
We obtained an uplift of 700% in website sessions in the first year! Unfortunately, the Native App didn't make it into production due to the 2020 global pandemic.
(Custom built Wordpress website)
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.
More Works
(SG — 02)
©2025
2020
Match Prediction Platform
4 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.
My responsibilities included:
Project Management - Product Strategy, Product Roadmap
Research - Journey Mapping, Surveys, Interviews, Google Analytics Insights
UX/UI design - Ideation, Prototyping, Usability Testing
Web Development - Wordpress custom built website
Product Strategy:
Ultimately, Rugby Vision needed sustainable long-term business growth. My strategy focused on:
Aligning product investment with business objectives.
Creating a platform that allows people to manage their money, time, and other resources sensibly while gambling.
Use data insights to gain a competitive advantage.
Kanban Project Management Method:
I used a kanban board to track features for pages of the website and app, which helped to manage our production schedule.
Discovery Phase
Customer Obsessed
Listing the key features and comparing how the Rugby Vision platform differs from its competitors helped me identify the opportunity areas for Rugby Vision’s product/services.
Competitor Analysis Artefact:
Quantitative Data:
Google 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
Survey Analysis:
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.
Key Customer Pain Points:
10 questions / 24 respondents.
The first 6 questions centred focused on service expectations and industry pain points. The remaining 4 questions related to demographics.
Investing too much time and effort for little return
Credit ratings being negatively impacted
Expensive subscription prices for non-EU citizens
Forgetting to place a bet
Defining Phase
I conducted 3 in-person interviews to support user-centred design throughout the project’s lifecycle and make user groups feel real and tangible.
Persona Development:
Sometimes users can feel generic and undefined. The personas I created gave me a memorable representation of real users thoughts, behaviors, attitudes, needs, and goals.
Customer Journey Mapping:
I started with a flow chart (below).
Then, I used the personas I created to depict use case scenarios (below).
Synthesis / Context Map Artefact:
Design & Development
Rugby Vision's North Star was shaped by combining UX research, surveys, interviews, and analytics.
I facilitated two workshops with the BA and BO using an user flow charts and wireframes. We aligned on 3 product 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
I provided an heuristic evaluation using flow charts (above) and hybrid wireflows (below).
Iterative Prototyping: Comparing Bets
A core feature of the app is bet comparison. Early testing showed the Compare Bets button was easy to overlook, even though it was designed to streamline navigation. While action-based tooltips initially guided users between rugby rounds, ongoing testing revealed that swipe gestures felt unintuitive for some users, prompting a rethink of the interaction model.
Iterative Prototyping: Deferred Account Creation
Gold-tier subscribers unlock premium features, but all users can explore these through a free trial. By deferring account creation, we removed friction and encouraged immediate engagement, allowing users to experience full value before deciding how committed they are to gambling.
Iterative Prototyping: The Referral Process
Survey feedback directly informed improvements to the referral flow. Updating the call to action from “REFER NOW” to “SHARE NOW” reduced perceived pressure and reframed the action as a social connection, making it feel more natural and inviting within users’ peer groups.
Handover / UI Kit:
Conclusion:
We obtained an uplift of 700% in website sessions in the first year! Unfortunately, the Native App didn't make it into production due to the 2020 global pandemic.
(Custom built Wordpress website)
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.
More Works
©2025