Betika!
Betika is an online gambling platform primarily focused on the Kenyan market and the broader Eastern African region. It is owned by Shop and Deliver Limited, a Nairobi-based company with Kenyan shareholders. When Kiquix was approached, Betika was struggling to maintain its market position due to various user experience issues, mainly stemming from poor design choices that made the product unpleasant and costly to use. The platform aims to serve emerging markets in Africa, including Kenya, Mozambique, Zambia, the DRC, and Tanzania. A significant challenge in this context is the high cost of mobile data; for example, in Mozambique, 1GB of data can cost around $15.82 (approximately Ksh 1,605.57). This situation underscores the need for a robust, reliable, and enjoyable web product for users who cannot afford such high data fees for internet access. The solution implemented involved changes in both design and development approaches. Research findings indicated that customers are sensitive to data costs but also desire a comprehensive betting solution. Through a Design Sprint workshop, the team identified the most impactful features addressing the main issue and validated potential solutions. By applying a single sport filter and limiting the number of listed events to 50, data consumption was significantly reduced, as the previous overload of match details for thousands of events was eliminated without detracting from the user experience, particularly since data indicated that 87% of users primarily bet on soccer. Additionally, an improved navigation system was created to meet customer demands for easy access to sports events, while also allowing quick access to other previously hard-to-find verticals. An Omnisearch feature was implemented to streamline navigation across various sports verticals, facilitating access to a multitude of sporting events.