TSN x Fanduel
TSN takes sports engagement to the next level with its integrated betslip feature. Fans can create and customize their picks directly on TSN, then transfer them effortlessly to FanDuel for quick and easy betting. This streamlined experience makes placing bets more intuitive, keeping the focus on the thrill of the game.
01
The Opportunity
When TSN and sportsbook FanDuel joined forces, they unlocked an exciting opportunity to transform the sports-watching experience. By integrating live sports odds directly within TSN’s content, this partnership aimed to attract a new audience and elevate engagement among existing fans. This collaboration provided a fresh, interactive layer to game day: fans could now explore betting odds alongside in-depth sports analysis, making each moment more dynamic and immersive. The synergy between TSN's trusted sports coverage and FanDuel’s real-time odds created a unique space where fans could stay informed and engaged while seamlessly building their betting selections. This integration not only added a new way to experience sports but also allowed TSN and FanDuel to broaden their reach and deepen user engagement across both platforms.
02
Objectives
Attract new users to both TSN and FanDuel by offering an integrated sports betting experience that makes it easy to transition from sports content to betting.
Encourage sports fans to spend more time on the TSN platform by integrating live betting odds, interactive features, and dynamic content that enhances their engagement with the sports they follow.
Boost monetization opportunities through new users, increased engagement, and user retention, which could result in higher conversions and more frequent betting activity as well as new subscriptions to TSN+.
03
Solution
04
Overview
As the Lead Product Designer for the TSN x FanDuel integration, I led the design efforts to deliver an MVP that seamlessly combined sports betting with TSN's digital ecosystem. Leveraging UX research and brand strategy, I ensured the product met user needs while maintaining TSN's trusted identity. I conducted UX testing to validate design concepts and refine the user experience, focusing on creating a solution that was intuitive, engaging, and aligned with responsible gambling practices.
In addition to leading the design efforts, I collaborated closely with cross-functional teams, including stakeholders, product owners, and developers, to refine the vision and direction of the project. I facilitated discussions throughout the process to secure alignment across teams, ensuring the final design effectively addressed both user needs and business objectives. Partnering with development teams during implementation, I focused on ensuring a smooth handoff while maintaining quality and consistency. The result was a cohesive, user-friendly product that not only enhanced TSN's offering and elevated the sports betting experience for Canadian audiences but also aligned seamlessly with the business goals of our partners at FanDuel.
05
Research
& Discovery
To ensure the success of the TSN x FanDuel integration, I began by aligning with stakeholders from both organizations to clarify goals, requirements, and constraints. This collaboration emphasized key objectives, such as enhancing user engagement while upholding responsible gambling practices. Next, I conducted comprehensive user research to understand TSN’s audience, exploring their familiarity with sports betting and identifying potential barriers or pain points. Methods such as user interviews, surveys, and competitive analysis revealed critical insights, including the need for quick access to real-time betting odds and features that complemented the sports-viewing experience. These findings shaped the problem definition and user goals, focusing on creating a seamless, intuitive, and trustworthy interface.
06
Exploration
I began by sketching initial concepts and exploring ideas in Figma. A key priority was ensuring the experience remained unobtrusive for users uninterested in sports betting. Our goal was to create a solution that catered to betting enthusiasts while preserving a clean, user-friendly interface for all users.
We decided on a discreet overlay button for the home page, providing access to the bet slip. Additionally, betting odds were seamlessly integrated into game pages, appearing alongside game stats to offer a cohesive and intuitive experience for users interested in placing bets.
During the design process, I experimented with various shapes and placements for the overlay button, including vertical and horizontal rectangles. However, these designs felt intrusive and obscured important details when scrolling. I also tested different dropdown styles for league selection and iterated on the color scheme to align with the brand while avoiding potential confusion.
For instance, FanDuel blue seemed too closely tied to FanDuel, detracting from TSN’s branding. I opted to test a black version, which provided a neutral balance. Additionally, I steered away from heavy use of TSN’s signature red due to its negative associations with money loss. These iterations were critical in validating the current design direction.
07
User Testing
The first round of user testing showed that the betting slip is a hit for its ease of use and intuitive navigation. Testers loved how it opens and closes smoothly without disrupting the main site, making it feel like a natural, seamless part of the experience. That said, testers also had some great suggestions for improvement. One key piece of feedback was about visibility—critical features like the "Add More" drop-down menu need to stand out more so they’re easier to find. Users also recommended adding clear labels above the odds to make their purpose instantly understandable. On the visual side, many felt the black header looked plain and unfinished. A refreshed, more engaging design, along with a better-integrated overlay button, could elevate the overall look and feel.
Participants also expressed interest in more robust functionality and betting options. Ideas included adding league logos to differentiate bets, offering same-game parlays, player-specific bets, and features similar to those found on apps like FanDuel. A common theme was simplicity: users want to handle everything directly within the slip—from updating selections to reviewing payouts—without having to return to game pages. A refresh button to keep live odds up-to-date. Testers also wanted the ability to add money and view potential payouts directly from the slip, streamlining the process even further.
08
Prioritizing
Taking all the feedback into account, we prioritized features into must-haves, should-haves, could-haves, and those not needed at this time. We focused on updates that were impactful yet easy to implement within our timeframe. These included updating the overlay button, as it was a quick fix, refining the "Add More" drop-down, which was a highly appreciated feature that needed some fine-tuning, and improving the header with a simple but valuable visual update.
The suggestion to add a refresh button for odds was excellent, as the odds didn’t update live at the time. However, during this phase, we gained access to an updated FanDuel API that provided live odds directly on the page, eliminating the need for a refresh button. Adding a banner or section for FanDuel promos was another idea we considered, but we decided to postpone it for a future phase. Expanding bet types was something I was particularly eager to implement, but we prioritized easing new users into the platform with the core bet types—Moneyline, Point Spread, and Over/Under—deferring additional options to a later version due to time constraints.
Adding league logos to the bet cards was a low-effort task, but it didn’t add much value. The cards already contain a lot of detail in a small space, and with team logos already included, league logos felt redundant and would only add clutter. The request to display payouts was a great idea in theory, but since the TSN platform functions as a bet builder rather than a betting platform, payouts are only relevant on FanDuel’s side. We also didn’t have the bandwidth to tackle this during this phase. Similarly, enabling users to perform all actions within the slip rather than navigating to game pages is a feature we’d love to implement in the future, but it wasn’t feasible to develop at this time.
09
Iterating
With new insights and priorities in place, I began iterating on the design improvements, focusing on creating a polished and user-friendly interface.
The overlay button was redesigned as a circular icon, a familiar design convention often seen with AI chatbots. It was styled in FanDuel blue and featured their logo mark to enhance brand recognition.
I revamped the header by opening it up, using a clean white background and rounded corners for a modern aesthetic. The TSN logo in red was positioned prominently at the top. Initially, company executives were hesitant about using the logo with the word "slip," fearing it might create the impression of a new brand. However, we successfully demonstrated that it was an extension of the site and helped give the product a more polished look.
For the "Add More" drop-down, I made it more intuitive by displaying league logos in a row within the header, allowing users to see their options immediately. Additional sports could still be accessed through a "More Sports" button. We also updated the copy from "Add More" to "More Sports," as it better aligned with the user’s actions.
Overall, these updates resulted in a cleaner, more polished betting slip with an intuitive user experience that felt both modern and cohesive.
10
Final Testing
Feeling confident in our improvements, we conducted one final round of user testing, and the results were overwhelmingly positive.
All nine participants found the new overlay button to be more visible and visually pleasing, appreciating its non-intrusive design. When tasked with using the updated "More Sports" drop-down, eight out of nine participants successfully navigated to the NBA, noting that the section was easy to access and a significant improvement in both usability and visual appeal. Additionally, all nine users praised the visual updates, describing them as polished, more engaging, and better aligned with the TSN brand.
Overall, participants found the final version of the betting slip to be an enjoyable and intuitive feature, enhancing their browsing experience on the site.
11
Results
The launch results were overwhelmingly positive, with significant user engagement. We observed a 20% increase in pre-game and live game page interactions, a 23% boost in site traffic during live games and events, a 14% rise in user retention, and a 12% growth in premium TSN subscription plans.
Looking ahead, we aim to build on this success by incorporating additional features requested by users. These include expanding the variety of available bets, enabling users to view potential payouts, and allowing all actions to be completed directly within the betting slip.
