13-15 June 2018

Dynamic Earth, Edinburgh

Bridging the 3000-mile gap between the users and you

Session type:
Case Study

Session duration:
45 minutes

Presented by:

Sarah Morgan


About this Case Study

This session details how FanDuel creates its unique approach to UX while dealing with the challenges of building a product in Scotland for an American market.

It's about adapting quickly and facing up to the challenges of a user base being 3000 miles away from the team building the product. Getting over the hurdles to deliver user empathy and gain a deep understanding of the user, their behaviors, and their motivations.

Learn how creating customer experience maps and building a database of insights accessible by the whole company helps to get the user's voice heard and is essential when creating solutions to complex problems.

This session is about giving participants, all along the UX job spectrum, ideas to steal, adapt and implement within their organisations - whether they are in a team of 1 or 20.

FanDuel is a fantasy sports product, and with 6 million registered users it is the second largest daily fantasy sports company in the daily fantasy sports industry. FanDuel is one of 2 unicorn start-ups and was founded in Edinburgh in 2009. Now it has offices in Edinburgh, Glasgow, New York, Orlando and Los Angeles. It is one of two Scottish companies to have attracted a so-called unicorn valuation of more than $1 billion.

About the Speaker

While studying product design engineering in Glasgow Sarah quickly discovered her passion for user-centric design, which she developed while working on projects for companies like NESTA, NHS Scotland, NCR and Airbus.

The physical world of product development quickly became frustrating, with long product development cycles and minimal contact with users. She craved something more fast-paced, leaving her job in a medical device design to join the world of tech. Having worked at FanDuel for the past 2 years, her work has focused on the UX of growth.


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