Vanessa Serradas
Elias Game Plan
/22
The Problem
To reach everyday sports fans, the Elias team identified an opportunity in sports betting—meeting a need for data-driven insights that are easy to understand and apply. While Elias had the content and analytics, the challenge was making them accessible to non-statisticians through a dynamic, user-friendly experience.
Ahead of the NFL season, the team faced the added challenge of introducing a paywall to drive subscriptions without disrupting the user experience. The goal was to deliver clear, tangible value and build user confidence in every betting decision.
Process
We adopted a user-centric approach, combining iterative design with rigorous testing to ensure Elias Game Plan met the needs and preferences of its target audience.
To gather meaningful insights, we conducted user interviews and surveys focused on user behavior and preferences. These findings helped shape early concepts, which we used to validate ideas before moving into detailed design.
We created prototypes based on research insights and collaborated closely with the legal team to ensure compliance throughout the experience.
We also performed multiple rounds of user testing to guarantee usability, refining the app’s interface and interactions based on direct feedback.
Solution
User Experience Through Free Trial and Subscription Journey
The app's user-friendly interface and intuitive design make it easy for fans to explore betting trends, compare matchup stats, and track real-time game insights. With the introduction of a subscription feature, users gain access to even deeper insights and premium tools—enhancing their experience and decision-making while supporting continued engagement throughout the sports season.
Outcome
The app's success was largely driven by its user-centric design approach. The team conducted in-depth research and rigorous user testing to ensure the platform aligned with users’ needs and preferences. This process led to a highly intuitive, effective, and user-friendly experience.
The first version launched in September 2022, attracting over 400 users within the first 24 hours. Among the 60 users who opened the app for the first time, 16.9% initiated a trial, and 51.7% of current users subscribed to the Weekly plan.