A year after the Ubet brand refresh project, the team returned to us with a new, this time product-focused, challenge. They had updated the platform and wanted to understand where players encountered barriers in key scenarios and what needed to change first.
UBET — UX audit
UX audit and testing of a betting platform
Context
What we did
- Reviewed key scenarios on mobile and desktop, documented the issues, and prepared recommendations and hypotheses for user testing.
- From 150+ applications, we selected 50 players with experience using other betting operators and divided them into three groups by betting experience.
- During moderated sessions, players went through the journey from registration and account funding to placing bets, using bonuses and promotions, and withdrawing funds, commenting on their actions and difficulties.
- Based on the audit and 50 sessions, we calculated how often recurring barriers appeared, updated the CJM, and divided improvements into immediate and secondary priorities.
Outcome
The Ubet team received a clear picture of problems across key scenarios and an order of changes, from immediate priorities to hypotheses for further validation.
- An updated CJM
- A barrier map with recurrence frequency and recommendations
- Screen-level solution examples
- A plan of immediate and secondary improvements
- Product hypotheses to validate
UX audit
During the expert review, we went through the platform’s main scenarios. We focused on readability, navigation, structure and logic, component states, feedback, and the clarity of the next step. For each problem, we noted where it occurred, how it affected the user experience, and what could be changed. We compiled the findings into a report and documented a detailed screen review with recommendations and improvement examples in Figma.
User testing
Before the sessions, we developed the testing methodology. Players were divided into experience groups, the areas and sequence of testing were defined, and tasks were prepared for each group. The scenarios covered the full journey from registration and verification to funding the account, placing bets, using bonuses, and withdrawing funds.
We prepared a form and advertising materials to recruit participants. After screening 150+ applications, we selected 50 players with experience using other betting operators. The sessions were conducted remotely with a moderator. After testing, we grouped the issues and calculated how often they recurred. Four areas caused the most difficulty.
Key barriers
User journey map
After the audit and tests, we updated the CJM for the main scenarios. Each journey was broken down into steps, with player actions and questions added and the identified problems marked. Alongside it, we showed an updated version of the journey with guidance, statuses, notifications and clearer transitions.
Improvement plan
The improvement plan was divided by priority. Four areas were classified as immediate priorities, while navigation, visual design and individual feature refinements were assigned to the second tier. Product hypotheses were included in the plan as a separate list for further validation.
