What started with a partnership between a professional poker player and a content editor (Check out the article on Fizzle), DFSR have rapidly established themselves as market leaders in the expanding industry of Daily Fantasy Sports. Armed with a wealth of statistics-based analysis and a proprietary projection system, DFSR publishes A LOT of content on a daily basis. When the business began, DFSR had been using a poorly designed WordPress theme coupled with an antiquated PHP-based table structure to output their daily Baseball, Football, Basketball, College Football, Hockey, and Golf player value projections. Although DFSR’s cutting-edge information was crisp, the unfriendly design of the website was frustrating users and ultimately resulted in members dropping subscriptions.
Like many startups, DFSR bootstrapped their business from the ground up. They used existing tools to help them reach subscribers quickly and learn from their mistakes – from a startup standpoint, this was smart. When DFSR approached TIF, they were losing subscription renewals and knew it was because of a poor user experience. They needed to partner with a Technology Design firm like Think it First to help them design a better website experience to where we expected people to return on a daily basis. The WordPress theme they were using was inadequate for the amount of articles posted, so we knew a redesign was necessary.
This went a long way toward letting customers they are serious about the product they are offering. In a subscription based sales model, consumers need to feel confident that you are in it for the long haul.
The site needed to be developed for three different user types the “information seeker”, “the casual gamer”, and “the daily fantasy pro”. The front end experience needed to speak to all three of these unique customer segments if it was to drive increased engagement and customer conversion.
Bottom line… DFSR’s underlying algorithm was really good. It picked winners. But at the time, the tools they were using failed to translate that to users. Think it First worked with DFSR to develop interactive player information modals, lineup optimization, game time insights and for the casual daily fantasy player the ‘1-Click Auto-Calculation’ for creating optimal lineups.
DFSR’s new products also allowed them to create a tiered sales approach with Freemium, Paid & Pro product offerings for different levels of users. This approach is critical to the growth of a product that caters to multiple user types.