Website Redesign: Justin Rondeau on Draftkings

TL;DR

DraftKings mobile redesign focuses on clarity but lacks user experience.

Transcript

hello and welcome back to another website redesign my name is Justin Rondo and I'm the director of optimization at digital marketer and today we're going to be looking at the mobile website for DraftKings uh I was really excited about this one and as I was looking at how much DraftKings actually updates their site uh I thought I'd have a lot to pla... Read More

Key Insights

• DraftKings frequently updates their site by changing above-the-fold content based on sports and seasonal events, maintaining a consistent formula.
• The redesign focuses on clarity by using general terms, allowing for broader appeal beyond specific sports like football.
• Readability is improved in the new version through reduced text and focused messaging, enhancing user comprehension.
• The appearance of the site remains similar between versions, with minor changes in the footer and social buttons.
• Both versions lack a strong on-site experience due to the absence of persistent calls to action, hindering user engagement.
• Navigation is improved in the new version with a well-structured footer, removing unnecessary guarantees and focusing on essential links.
• Despite winning in clarity, readability, and navigation, the mobile experience is criticized for not being user-friendly.
• DraftKings is advised to rethink layout for mobile due to high traffic, ensuring a better first impression for new users.

Questions & Answers

Q: How does DraftKings update their website?

DraftKings frequently updates their website by changing the above-the-fold content based on the current sports season and events. This approach allows them to maintain a consistent formula while adapting to different sports and seasonal changes. However, these updates are mostly minor and do not significantly alter the overall website design.

Q: What changes were made in the new mobile site version?

In the new mobile site version, DraftKings focused on improving clarity and readability. They used more general terms to appeal to a broader audience and reduced the amount of text to enhance user comprehension. The site maintained a similar appearance to the older version, with changes in the footer and the addition of social buttons.

Q: What are the drawbacks of the current mobile site design?

The current mobile site design lacks a strong on-site experience due to the absence of persistent calls to action. This makes it difficult for users to engage effectively with the site. Additionally, the mobile experience is not user-friendly, which can negatively impact new users who are not familiar with DraftKings.

Q: How is navigation handled in the new mobile site version?

Navigation in the new mobile site version is improved with a well-structured footer. The site removed unnecessary guarantees and focused on essential links, such as terms of use, privacy notice, and responsible gambling. This streamlined approach helps users find important information more easily.

Q: Why is the mobile experience criticized despite improvements?

Despite improvements in clarity, readability, and navigation, the mobile experience is criticized because it is not user-friendly. The site lacks a strong on-site experience and persistent calls to action, which can hinder user engagement and make it difficult for new users to navigate the site effectively.

Q: What advice is given to DraftKings for their mobile site?

DraftKings is advised to rethink their mobile site layout due to the high volume of traffic it receives. Improving the mobile experience is crucial for making a better first impression on new users who may not be familiar with the brand. Enhancing user engagement and navigation can lead to better overall user satisfaction.

Q: How does the new version compare to the older one?

The new version of the mobile site is an improvement over the older one in terms of clarity, readability, and navigation. However, both versions are similar in appearance and lack a strong on-site experience. The new version's improvements are not enough to make the mobile experience user-friendly, indicating a need for further redesign efforts.

Q: What is the impact of the redesign on user engagement?

The redesign's impact on user engagement is limited due to the lack of persistent calls to action and a user-friendly mobile experience. While improvements in clarity and readability are beneficial, the absence of strong engagement elements can prevent users from effectively interacting with the site, leading to potential missed opportunities for DraftKings.

Summary & Key Takeaways

• DraftKings' mobile site redesign focuses on clarity and readability, using general terms to appeal to a broader audience. The new version improves on these aspects but maintains a similar appearance to the older version, with minor changes in the footer and social buttons.

• The site lacks a strong on-site experience, as both versions do not provide persistent calls to action, making it difficult for users to engage effectively. Navigation is improved in the new version, with a more structured footer and removal of unnecessary guarantees.

• Overall, the mobile experience is criticized for not being user-friendly, and DraftKings is advised to rethink the layout for mobile due to high traffic. This is important for making a better impression on new users who may not be familiar with the brand.