Kellie Kowalski

Entity Wagering

Simplifying a signup flow.

The Project

In late 2015, the state of Nevada passed a law allowing “entity wagering” for sports betting. It would let individuals create companies registered in-state, pool money from investors, and place bets in sports books for larger yields. It’s basically a mutual fund, but your fund manager bets on a sports team.

The Constraints

While entity wagering has been around in other parts of the world for some time, it’s been difficult to adopt in the States because of the Interstate Wire Act, which was created to prevent money laundering. In order for Nevada state law of avoid interfering with federal law, anyone involved in these funds had to submit to a background check. It’s a lot more hoops to jump through than your average IRA.

Additionally, the sports books wanted a system online in time for the next major sports season (which was baseball in Spring ‘16, with the law having missed football the previous year). This meant we had to start working on the app before the regulations were finalized.

Wall of Post-It notes for sorting content
Sorting content into chunks that will form the basis of our progress bar sections.

The Solution

We did have access to the sports book’s printed form, and the process of creating an LLC in the state of Nevada.

So we started by translating the signup form into something a person could read without a law degree. We then categorized those questions, and determined which would cause elimination due to federal law.

From there, we created personas from entity business types, and user flows based on them.

user paths
There are 2 major user paths, entity and investor. Entities are further broken down by type.
photo of module wireframe on a whiteboard
Elimination questions
Anyone who is ineligble is weeded out before they spend time in a long funnel.

We could then hop into high fidelity wireframes, since we already had a style guide and existing patterns from our marketing landing pages.

From our early post-it question organization, we knew which questions we could group together, and those became our sign up flow pages. Depending on the user persona, there may be 1 or 2 more pages in the flow, as the type of business or number of partners would funnel them into different paths.