Tailoring customer experiences

Vivian Lam, Head of Tech at FanDuel Racing

The challenge

Major US mobile betting operator FanDuel Racing (FDR) serves a broad spectrum of users, from experienced horse racing enthusiasts to newcomers coming from Sportsbook X-Sell. This presented a double challenge:

• Experienced users wanted immediate access to handicapping data, past performances, and advanced analytics directly on the homepage.
• New or less experienced users were overwhelmed by dense data and complex tools, which risked disengagement.

Previously, a single homepage design attempted to accommodate all users equally, limiting personalisation and potentially reducing satisfaction for both groups.

The solution

Working as part of the FDR technology team, Mindera introduced a Basic/Pro homepage view toggle available as a user preference, enabling each user to choose their experience:

• Pro View for Experienced Users: Displays rich racing data, past performances, advanced handicapping tools, and real-time race stats for users who want depth and speed.
• Basic View for New Users: Offers a simplified, visually clean interface emphasizing key betting options without overwhelming detail.
• Persistent User Preference: Each user’s choice is saved in their profile, ensuring consistency across sessions and devices.
• Behavioral Insights: User interactions with each view are tracked to guide future improvements and refinements.

This approach allowed FanDuel to personalize experiences without fragmenting the platform, improving usability for all segments.

The outcome

The Basic/Pro preference delivered immediate benefits:

• Enhanced Engagement: New users found the app more approachable, reducing drop-offs and increasing time spent exploring betting options.
• Empowered Experienced Users: Pro users accessed all data immediately, improving satisfaction and perceived value.
• Simplified Design Complexity: Segmenting views prevented information overload while maintaining consistency.
• Agile Iteration: Tracking usage data enabled rapid refinements to each view based on real-world behaviour.

Vivian Lam, Head of Tech, FanDuel Racing

By giving users control over their interface, FanDuel Racing successfully balances depth and simplicity, ensuring both novice and experienced bettors enjoy an engaging, efficient, and personalized experience.

Commenting on the project, Vivian Lam, Head of Tech at FanDuel Racing, said: "The Basic/Pro toggle was a gamechanger for our diverse user base. Mindera helped us solve a fundamental challenge – making FanDuel Racing accessible to newcomers while keeping our experienced bettors engaged with the data-rich interface they expect. The implementation was seamless, and the results speak for themselves with improved engagement across both user segments."

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About FanDuel Racing

Fanduel Racing is an Oregon-based betting site and television network that’s synonymous with horse racing in the USA. With trillions of wagers placed every year, Fanduel Racing relies on its top-class infrastructure and reporting tools to keep performance on track and deliver a great service for its customers.