Building the Expert Engagement Loop
Cross-Functional Collaboration
Product Manager
Marketing Team
Business Management
VP of Engineering
Role
Lead Designer
User Experience
Visual Design
Prototyping
Timeline
Problem
Expert Picks had existed in the app for over a year, but engagement remained low. After redesigning pick cards earlier in the year (covered in another case study), the challenge became:
Approach
We focused on near-term small improvements that would meaningfully improve trust, comprehension, and conversion while minimizing the level of effort by reusing as many existing components, APIs, and data points as possible. It was a game of Tetris.
01
Expert Profiles
Designed dedicated profile pages with expert profits, streaks, league rankings, bio, social, and follow functionality.
Created a clear value proposition for following experts: get notified the moment they publish new picks.
02
Airship In-App Promos
Designed promo units highlighting the #1 expert in each league (e.g., NFL, NCAA Football).
Displayed these promos contextually within league specific GameTrackers.
Directed users to expert profiles, building discovery and credibility.
03
Push Notifications
Crafted notification campaigns tied to expert activity (new picks, hot streaks).
Messaging emphasized timeliness to entice immediate clicks and build expert loyalty.
Drove traffic back to expert profiles to view and engage with expert picks.
Impact
The launch of Expert Profiles, supported by in-app promos and notifications, significantly increased feature discovery and adoption. Users not only clicked through at rates far above benchmarks, but also built new engagement habits by following experts and returning to GameTrackers for their picks.
