Case Study — Action247

Action247

A free sports prediction game with real cash prizes. I designed the whole product to feel like a sportsbook without ever asking for a bet: from the lobby to the trophy, on phone, desktop and email.

Client
Action247 · Free-to-play sports prediction (Tennessee, US)
Year
2019
Role
Product design, UX and UI, end to end
Platform
Phone, desktop and email
Context
Legal sports contests in Tennessee, no wagering
Action247: the games lobby on desktop, with the featured contest and the games list

Action247 is a free sports prediction game in the US. Players pick who wins the fight, how many rounds it goes and the method of victory, and compete for cash prizes without betting a cent. The challenge was to give the thrill of a sportsbook to people who aren’t betting.

I designed the product end to end: the lobby, the pick, sign-up, results, the desktop version and the emails. Every screen has one job, and they all share the same green system, from phone to inbox.

What I did

Product UXUI designPrediction flowSign-upResults screenResponsive, phone to desktopDesign systemEmail templates
$0wagered: picks are free and the prize is cash
4+sports in one lobby: MMA, soccer, horse racing and MLB
1PLAY button per game, straight from the lobby to the pick
5screens in the mobile loop, from lobby to trophy
3channels with one look: phone, desktop and email
TNthe state rule asked at sign-up, before the first pick

01 — Decision: the lobby

The home sells one game at a time

People open the app to play, not to read. So the top shows a single featured contest with its prize and a countdown: “$50 PRIZE · Bellator Fight Night”. Below it sits the list of games by sport, each with its prize and one green PLAY button.

On desktop the featured contest sits on the left and the list runs beside it. It keeps the energy of a sportsbook and stays easy to read.

01 — LobbyDesktop
Action247 on desktop: the featured contest on the left, the games list on the right

02 — Decision: the pick

A few questions, each answered with one tap

The pick is the heart of the product. Each contest asks only a few questions: who wins the fight, how many rounds, by what method. Answers are big tap targets with instant feedback, and it all ends in a single “Enter to win”.

Sign-up asks for the state first, because the contests follow Tennessee law. When the games end, the results screen pays off the wait: correct picks in green, misses in red, the points and a trophy. Then it invites you to the next round.

The loop on mobile

Action247 lobby on mobile: featured contest and the games list
Action247 MLB pick: White Sox vs Marlins, which round it ends and method of victory
Bellator Fight Night prediction flow: which fighter wins, rounds, method
Action247 sign-up: email, password, state of residence (Tennessee) and date of birth
Action247 results screen: correct picks in green, misses in red, points and a trophy

03 — Decision: one system

The email looks like the game it opens

Under the screens is one system: the green brand, the same card for every game, odds-style chips for the picks and type that reads well on phone and desktop. A new sport slots in without redesigning anything.

The email templates use the same components. A “Play the Free Weekend Trifecta” lands in the inbox looking like the product and takes people back to the lobby.

Outcome

What the work delivered

  • +The thrill of a sportsbook in a free game, with no money at risk
  • +The whole loop designed: lobby, pick, sign-up and results
  • +The same experience from phone to desktop
  • +A component system that takes new sports without a redesign
  • +Emails that look like the product and bring players back

Tools

FigmaDesign systemClickable prototypeEmail design

Got a product that needs people to come back?

I design the whole product, from the first tap to the email that brings people back.

Get in touchBack to projects