Duration
Duration
-5 months
-Nov 2022 - Mar 2023
-5 months
-Nov 2022 - Mar 2023
My Role
My Role
-Research & Design
-System Design
-User Testing
-Strategic Planning
-Research & Design
-System Design
-User Testing
-Strategic Planning
Team
Team
-1 PM
-1 EM, 2 QA, 6 Developers
-1 Product Designer (myself)
-1 PM
-1 EM, 2 QA, 6 Developers
-1 Product Designer (myself)
Wimo : Bridging the "Speed vs. Trust" Gap in Global Betting
Wimo : Bridging the "Speed vs. Trust" Gap in Global Betting
Mental Model Discovery: Understanding how users prioritize competing data points such as odds versus live stats when making split second decisions.
Mental Model Discovery: Understanding how users prioritize competing data points such as odds versus live stats when making split second decisions.
Contextual Mapping: Users walked through their most recent bidding experience to reveal the "mood" and "goals" behind their actions
Contextual Mapping: Users walked through their most recent bidding experience to reveal the "mood" and "goals" behind their actions
Tailored Financial Systems: I proposed a seamless "Deposit & Withdraw" system specifically for the Indian market, integrating UPI (Google Pay, PhonePe) to ensure transactions felt instant and secure
Tailored Financial Systems: I proposed a seamless "Deposit & Withdraw" system specifically for the Indian market, integrating UPI (Google Pay, PhonePe) to ensure transactions felt instant and secure
Contextual UI Adaptation: To address "Night-Time Dominance" and eye strain, I designed an adaptive "Smart Theme" that toggles between Light and Dark modes based on local time or ambient light.
Contextual UI Adaptation: To address "Night-Time Dominance" and eye strain, I designed an adaptive "Smart Theme" that toggles between Light and Dark modes based on local time or ambient light.
Sensory Reinforcement: To solve for the "Anxiety of the Void," I introduced specialized haptic vibrations and "button pressed" effects to provide immediate physical confirmation when a user places a bid.
Sensory Reinforcement: To solve for the "Anxiety of the Void," I introduced specialized haptic vibrations and "button pressed" effects to provide immediate physical confirmation when a user places a bid.
Responsible Guardrails: I integrated proactive safety tools, such as "Cool-Off" timers and customizable deposit limits, to transform the UX from a high-stakes environment into a responsible one.
Responsible Guardrails: I integrated proactive safety tools, such as "Cool-Off" timers and customizable deposit limits, to transform the UX from a high-stakes environment into a responsible one.
Cognitive Load Management: Through Progressive Information Architecture (PIA), I created a system that uses "Input focused" states to hide complex data from beginners while keeping deep analytics accessible for pro users.
Cognitive Load Management: Through Progressive Information Architecture (PIA), I created a system that uses "Input focused" states to hide complex data from beginners while keeping deep analytics accessible for pro users.
Friction Identification: Pinpointing abandonment triggers, specifically during high friction moments like identity verification (KYC) or lagging bet slips.
Friction Identification: Pinpointing abandonment triggers, specifically during high friction moments like identity verification (KYC) or lagging bet slips.
Safety & Control: We explored what drives trust in bank detail security and how users currently manage their spending to uncover needs for "Responsible Gambling" tools.
Safety & Control: We explored what drives trust in bank detail security and how users currently manage their spending to uncover needs for "Responsible Gambling" tools.
Trust & Security Validation: Identifying the specific UI cues and "payment mechanisms" that foster a sense of financial safety.
Trust & Security Validation: Identifying the specific UI cues and "payment mechanisms" that foster a sense of financial safety.
Frustration Benchmarking: I asked participants to describe instances where an app failed them, specifically probing for the importance of "instant feedback" and button-state reactions.
Frustration Benchmarking: I asked participants to describe instances where an app failed them, specifically probing for the importance of "instant feedback" and button-state reactions.
Environmental Context: Documenting the physical conditions of use such as late night betting or noisy stadiums to justify critical features like adaptive themes
Environmental Context: Documenting the physical conditions of use such as late night betting or noisy stadiums to justify critical features like adaptive themes
B2C PRODUCT DESIGN
Context
Context
TARGET AUIDENCE
TARGET AUIDENCE
PAINPOINTS
PAINPOINTS
The "Speed vs. Trust" Paradox:
Even a one second delay in odds updates or the absence of immediate visual confirmation creates "The Anxiety of the Void," leading to app abandonment and a loss of user confidence.
Cognitive & Information Overload:
High-frequency real time updates and a "wide range of options" often cause users to feel overwhelmed or panic, particularly during high stakes live events where "Information Architecture" feels too dense.
Financial & Payment Friction:
Users experience high anxiety regarding "hidden fees" and "Secure payment mechanisms," specifically when their digital balance (e.g., UPI) does not reflect transactions or withdrawals in real-time.
Environmental & Contextual Strain:
A significant portion of betting occurs late at night across global time zones, yet standard interfaces often fail to account for eye strain or the need for accessibility in different ambient lighting.
OUTCOMES
OUTCOMES
Implementation of the Zero Config pairing and centralized dashboard reduced idle monitor time from the 70% typically seen in unmanaged office environments.
Reduced idle monitor time
70%
By utilizing pre built templates and the "Canvas" hub, non technical managers reduced the time spent creating professional assets.
Reduced time creating assets
80%
Wimo is a high-performance mobile betting platform designed to turn global events into real time opportunities. I tackled the "Speed vs. Trust" paradox: the technical necessity for instantaneous bidding versus the user’s psychological need for security and transparency.
Wimo is a high-performance mobile betting platform designed to turn global events into real time opportunities. I tackled the "Speed vs. Trust" paradox: the technical necessity for instantaneous bidding versus the user’s psychological need for security and transparency.
The Goal : Create a seamless, high stakes bidding environment that maintains 100% user trust during volatile, real time events.
The Goal : Create a seamless, high stakes bidding environment that maintains 100% user trust during volatile, real time events.
The Impact : A focused, four-feature MVP centered on localized payment trust (UPI), sensory feedback loops, and cognitive load management.
The Impact : A focused, four-feature MVP centered on localized payment trust (UPI), sensory feedback loops, and cognitive load management.
The Global Strategist (Primary): These are high-performance users who treat betting with the precision of a stock market trader.Directors.
The Global Strategist (Primary): These are high-performance users who treat betting with the precision of a stock market trader.Directors.
The 24/7 Global User: Those looking to bid on international events "around the world" at any hour, requiring features like automatic "Dark Mode" for late night viewing.
The 24/7 Global User: Those looking to bid on international events "around the world" at any hour, requiring features like automatic "Dark Mode" for late night viewing.
The Casual Social Bettor (Secondary):These users are typically newer to the platform and prioritize social engagement and financial safety over complex analytics.
The Casual Social Bettor (Secondary):These users are typically newer to the platform and prioritize social engagement and financial safety over complex analytics.
Safety-Conscious Users:People who prioritize verified, secure payment gateways (like UPI) to ensure their personal data and financial transactions remain protected.
Safety-Conscious Users:People who prioritize verified, secure payment gateways (like UPI) to ensure their personal data and financial transactions remain protected.
I analyzed market leaders and behavioral standards to move beyond visual trends and solve for performance and trust.
I analyzed market leaders and behavioral standards to move beyond visual trends and solve for performance and trust.
To ensure Wimo was rooted in evidence rather than assumptions, I established a research framework focused on identifying the exact friction points that lead to platform abandonment in real time betting environments.
To ensure Wimo was rooted in evidence rather than assumptions, I established a research framework focused on identifying the exact friction points that lead to platform abandonment in real time betting environments.
Performance Benchmarking: Analyzed DraftKings and FanDuel to establish "Dark Mode" as the industry standard for high intensity, multi-hour data consumption and ocular comfort.
Performance Benchmarking: Analyzed DraftKings and FanDuel to establish "Dark Mode" as the industry standard for high intensity, multi-hour data consumption and ocular comfort.
Behavioral Disruptors: Examined Robinhood’s influence on "prediction markets," identifying how micro interactions can be adapted to create a sense of momentum without compromising financial safety.
Behavioral Disruptors: Examined Robinhood’s influence on "prediction markets," identifying how micro interactions can be adapted to create a sense of momentum without compromising financial safety.
Cognitive Load Analysis: Studied Bet365 to understand how minimalist Information Architecture (IA) prevents "Analysis Paralysis" in high-stress, real-time bidding environments.
Cognitive Load Analysis: Studied Bet365 to understand how minimalist Information Architecture (IA) prevents "Analysis Paralysis" in high-stress, real-time bidding environments.
Regulatory & Trust Standards: Audited UKGC/MGA guidelines to prioritize "Responsible Design," ensuring features like balance transparency and session limits were baked into the core UX rather than added as afterthoughts.
Regulatory & Trust Standards: Audited UKGC/MGA guidelines to prioritize "Responsible Design," ensuring features like balance transparency and session limits were baked into the core UX rather than added as afterthoughts.
Secondary Research: Strategic Benchmarking
Primary Research: Decoding the High Stakes Mental Model
Research Goals: The "North Star" Objectives
Research Goals: The "North Star" Objectives
User Interviews: Behavioral Deep Dives
User Interviews: Behavioral Deep Dives
To ensure a high-performance launch, I narrowed the product scope to four "North Star" features that directly solve the identified user pain points.
To ensure a high-performance launch, I narrowed the product scope to four "North Star" features that directly solve the identified user pain points.
The synthesis of these interviews revealed four critical behavioral drivers:
Key Insights: Turning Data into Strategy
The Anxiety of the Void: Users experienced high stress when a "Bid" click lacked immediate visual or sensory reaction, fearing double charging or missed odds.
Cognitive Overload: Constant real time updates during global events can lead to user panic, necessitating a more structured approach to Information Architecture.
The Trust of Transparency: Skepticism toward "hidden fees" is a major barrier; users require granular, real-time visibility into every balance fluctuation.
Night-Time Dominance: Because betting occurs across global time zones, a significant portion of activity happens late at night, making visual comfort a functional requirement rather than a stylistic choice
user personas
user personas
“Winning isn’t just luck; it’s about having the fastest data before the next ball is bowled.”
Arjun Mehta
The Casual Social Bettor
Bio
A performance-driven user who treats betting with the analytical rigor of a stock market trader.
Behavioral Profile
He specializes in specific high-liquidity leagues like the IPL and English Premier League. He is a "power user" who often keeps multiple platforms open simultaneously to compare odds and secure the best value.
Core Motivation
To leverage his analytical skills and "Real-time information" to make successful split-second decisions.
Critical Pain Points
Technical Latency: He is highly sensitive to app lag and will immediately abandon or delete a platform if it freezes or fails to update during a live match.
Information Barriers: He finds complex navigation frustrating when it hides the "Bet Slip" during critical moments of a game.
Financial Delay: He requires immediate confirmation of fund movements, specifically when his UPI balance is not reflected instantly in the app.
“I just want a safe place to put 500 rupees on my favorite team while hanging out with friends.”
Priya Singh
The Casual Social Bettor
Bio
A novice user motivated by social trends and low stakes entertainment.
Behavioral Profile
She typically engages with the platform during major global events, like the World Cup, primarily due to social influence from friends. She values clarity, safety, and a "friendly" interface over deep data sets.
Core Motivation
Seeking social engagement and "potentially rewarding" small wins in a safe, easy-to-use environment.
Critical Pain Points
Financial Anxiety: As a "Safety-Conscious User," she worries about her money "disappearing" and requires constant reassurance through "Secure payment mechanisms."
Cognitive Overload: She is easily intimidated by complex "Information Architecture" that features excessive numbers and industry jargon.
Fear of Error: She experiences anxiety regarding accidental clicks and needs "Input focused" states and clear feedback to feel in control of her actions.
After synthesizing the primary and secondary research, I led a discovery phase to ideate features that specifically addressed the "Speed vs. Trust" paradox. My goal was to create a focused product roadmap that balanced performance for the "Strategist" with safety for the "Casual Bettor"
Solution Discovery: Bridging Insights and Execution
Solution Discovery: Bridging Insights & Execution
Final Features: The Core MVP
Final Features: The Core MVP
Instant UPI-First Payment Gateway
Real-Time "Live Feed" & Haptic Feedback
Adaptive Dual-Mode Interface
The Rationale: Speed is the ultimate driver of trust in the Indian market.
The Rationale: In the "Hot State" of live betting, users need immediate cognitive reassurance.
The Rationale: 82% of users expressed a preference for visual comfort during global events that often span different time zones
The Impact: By allowing users to see their balance update in real-time (e.g., from 1,000 to 1,400), we eliminate the "payment friction" that typically leads to app abandonment.
The Impact: In the "Hot State" of live betting, users need immediate cognitive reassurance.
The Impact: The interface ensures 24/7 readability, providing a Dark Theme for late-night intensity and a Light Theme for daytime clarity.
User Journey Mapping
User Journey Mapping
Discovery & Onboarding
Downloads Wimo; completes account setup and KYC.
App Store, Sign-up screens, Identity Verification module.
Lengthy identity verification (KYC) processes can feel intrusive
😟 Skeptical / Impatient
Progressive Onboarding: Allow users to browse before requiring full KYC.
Odds Simplification: A "Beginner Mode" toggle to show potential winnings instead of just fractional odds.
Bid Lock: A 2-second "Hold to Confirm" button to prevent accidental bids.
Instant Payouts: Feature real-time balance updates and "Quick-Withdraw" to linked cards.
Home Dashboard, Live Event Feed, Advanced Filters.
Information overload; complex odds that are hard for "casuals" to read.
🧐 Curious / Overwhelmed
Bet Slip, Secure Payment Gateway, Confirmation Page.
Anxiety over payment security or accidental "double-tapping" a bid.
⚡ Excited / Nervous
Push Notifications, Digital Wallet, Transaction History.
Delay in payout processing or lack of clarity on withdrawal limits.
🤑 Relieved / Satisfied
2. Event Exploration
Browses "Upcoming Events"; filters by sport; checks real-time odds.
3. Placing a Bid
Selects a specific outcome; enters bid amount; confirms payment.
Post-Event & Payout
Receives notification of event result; checks wallet balance; withdraws winnings.
Stage
Action
Emotions
Opportunities
Touch Points
Pain Points
User FLOW
User FLOW
Wimo
Home & Discovery
My Bets
Wallet & Payments
Profile
Pairing Input
Active Bets
Secure Deposit
Identity Verification (KYC)
Active Session Control
Withdrawal
Bonus Center
Security Settings
Cash-Out Option
Responsible Gambling
Betting History
Information Architecture
Information Architecture
No
No
Yes
Yes
Yes
Yes
No
No
Login/Sign Up
Is the user verified?
Automated KYC Module
Biometric Login
Browse "category" or use "Advanced Filters"
Select an upcoming or live event.
Needs more data?
Open "Live Stats & Analytics Feed".
Tap on desired outcome to open the "Bet Slip".
View available odds and betting options.
Enter bid amount.
Insufficient Wallet Balance?
Select "Confirm Bid.
Update "Betting History" and return to Lobby.
Secure payment mechanism processes the wager
Receive push notification of the event result
Is the bet successful?
Trigger "Quick Deposit"
Winnings instantly credited to digital wallet.
User selects "Withdraw"
Funds transferred to linked account through secure gateway.
Final Designs
Final Designs
Designing for "Psychological Speed":
I learned that while technical performance is a baseline, UX trust is built through sensory feedback. By implementing haptic confirmation and real time balance transparency, I eliminated "The Anxiety of the Void," ensuring users felt secure during hig velocity bidding.
Designing for "Psychological Speed":
I learned that while technical performance is a baseline, UX trust is built through sensory feedback. By implementing haptic confirmation and real time balance transparency, I eliminated "The Anxiety of the Void," ensuring users felt secure during hig velocity bidding.
LEARNINGS & TAKEAWAYS
LEARNINGS & TAKEAWAYS
B2C PRODUCT DESIGN
Secondary Research: Strategic Benchmarking
Primary Research: Decoding the High-Stakes Mental Model
