Design Leadership
FanDuel HomePage Redesign
I initiated and led the redesign of our homepage.
Role :
Design Director
Business Impact :
8% increase in conversions
Problem :
Our homepage had very poor performance. We didn't have the budget to invest in a complete redesign.
Solution :
I pitched a design strategy that was budget-friendly focused on three pillars:
Reduce, Prioritize, Organize
Our lobby was cluttered with content. Instead of a complete rehaul, I focused on reducing the amount of content, prioritizing key info, and organizing it to support key user and business journeys.
Collaboration
So many organizations had an interest in the lobby: Design, Research, Product, Commercial, Game Ops, Brand, Marketing, Product Marketing, Engineering, Sportsbook, Casino. It was key to foster collaboration early and often.
Reduce Costs
Part of the approach was to minimize the effort on the project and maximize return. We didn't have a huge budget to work with so we had to be clever and strategic in how we approached it.
IMPACT :
When shipped, this redesign led to an 8% increase in conversions all while staying within budget.
More Projects
Design Leadership
FanDuel HomePage Redesign
I initiated and led the redesign of our homepage.
Role :
Design Director
Business Impact :
8% increase in conversions
Problem :
Our homepage had very poor performance. We didn't have the budget to invest in a complete redesign.
Solution :
I pitched a design strategy that was budget-friendly focused on three pillars:
Reduce, Prioritize, Organize
Our lobby was cluttered with content. Instead of a complete rehaul, I focused on reducing the amount of content, prioritizing key info, and organizing it to support key user and business journeys.
Collaboration
So many organizations had an interest in the lobby: Design, Research, Product, Commercial, Game Ops, Brand, Marketing, Product Marketing, Engineering, Sportsbook, Casino. It was key to foster collaboration early and often.
Reduce Costs
Part of the approach was to minimize the effort on the project and maximize return. We didn't have a huge budget to work with so we had to be clever and strategic in how we approached it.
IMPACT :
When shipped, this redesign led to an 8% increase in conversions all while staying within budget.
More Projects
Design Leadership
FanDuel HomePage Redesign
I initiated and led the redesign of our homepage.
Role :
Design Director
Business Impact :
8% increase in conversions
Problem :
Our homepage had very poor performance. We didn't have the budget to invest in a complete redesign.
Solution :
I pitched a design strategy that was budget-friendly focused on three pillars:
Reduce, Prioritize, Organize
Our lobby was cluttered with content. Instead of a complete rehaul, I focused on reducing the amount of content, prioritizing key info, and organizing it to support key user and business journeys.
Collaboration
So many organizations had an interest in the lobby: Design, Research, Product, Commercial, Game Ops, Brand, Marketing, Product Marketing, Engineering, Sportsbook, Casino. It was key to foster collaboration early and often.
Reduce Costs
Part of the approach was to minimize the effort on the project and maximize return. We didn't have a huge budget to work with so we had to be clever and strategic in how we approached it.
IMPACT :
When shipped, this redesign led to an 8% increase in conversions all while staying within budget.