UX DESIGN

Localising BC Game for Kenyan Users

Context

Challenge

BC Game, a global betting platform, expanded into Kenya but early users struggled to use the mobile web app due to foreign UX patterns. I was brought in to localize the experience, improving usability, aligning it with Kenyan user habits, and collaborating with the China-based development team.

Research 

To understand what Kenyan users expect, I conducted a competitor analysis of leading local platforms including SportPesa, Betika, and 22Bet, focusing on onboarding, bet placement, and wallet top-up flows. I also spoke to users and observed them using the platform on their phones to uncover real-world pain points and behaviors.

Findings

Our research revealed that the biggest issues with the BC Game app were its navigation structure, information architecture, and landing screen content. The current landing page was confusing, and it wasn’t clear where users should go to place bets. Kenyan users, already familiar with other betting apps, expected similar flows, which the BC Game app did not provide.

Here’s the redesigned landing screen

Design & Collab

I created wireframes and interaction flows optimized for Kenyan betting habits and payment systems (e.g., M-Pesa). I tested the new flows with users and iterated until we arrived at a solution that worked smoothly. To collaborate effectively with the China-based dev team, I translated design annotations and notes into Chinese, ensuring clarity across teams.