DraftKings
Enhancing DraftKing's Digital Sports Campaigns
A high-level overview of best-in-class live sports gaming products as the lead UX/ UI Designer for DraftKings Daily Fantasy Sports (DFS) App. DFS players struggled to find and understand contest rules, creating friction in qualification and gameplay. As part of a small, high-impact startup team at DraftKings, I reimagine how contest rules were presented—making them faster to access, easier to identify, and visually engaging without overwhelming players. I collaborated cross-functionally with Product, Content, Engineering, and Creative partners to strengthen player engagement and improve re-entry conversion for returning players.
Client
DraftKings
Service Provided
Web Design
Deliverables
UI Screens
User Research
Wireframes
Prototyping
The Outcome:
Redesigning players experience improved clarity and discoverability across contest rules and prize access, resulting in deeper engagement for active players. Post-season, players spent an average of 45 additional minutes engaging with contest content compared to the previous season, alongside a 30% increase in interaction with qualified game prizes—indicating clearer pathways, stronger CTAs, and reduced friction throughout the experience.
System Approach Solving: The solution upheld DraftKings brand consistency, refreshed shared UI components for scalability, and optimized CTA placement to help active players access and engage with game prizes faster and more intuitively.
Shipped Examples: Refreshed Season-Specific Marketing Landing Pages with Editable Scheduler Templates
15%
Boosting Active Player Engagement
35%
Improving Conversions for Returning Players
Shipped Examples: Redesigned Sports-Specific Campaigned Landing Pages with Editable Leaderboard & Player Highlight Templates
Designing for Player Convenience
System Approach Solving:
Alleviating Cognitive Load
Mobile- First Scrolling Behavior
Reduced Visual Weight (color, imagery, consistent layouts & typography)
Shared Component Documentation Management through Storybook.js.org
Shipped Examples: Refined Mobile- View Campaigned Designs with Editable Templates
