In order to make sure we cater for the user needs and build the right thing, we need to understand our users. How are they interacting with our current app?

Looking at the analytics data

We find the answer to how they are interacting with our app by looking at the analytics data from our current app. This gives us an understanding of how the customers are using our app and what features are important to them.

What does the data tell us?

88,8%

are playing for real money

Finding

We need to make it very easy for the customer to be able to deposit and withdraw their money.

64,9%

of the users are playing the same games as last time

Finding

It is very important that the customers can find their games they played last time quickly.

5,2%

of the users are searching for a game

Finding

We dont have to have the search feature very prominent since itis not that frequently used.

Conducting a competitor analysis

Me and my team then did a competitor analysis in order to get an understanding of the competitive landscape. We specifically looked at navigation patterns, specific features and familiar design elements.

We looked into both competitors within the iGaming sector as well as some of the biggest streaming apps since they are very similar to what we want to accomplish in the sense of displaying a library of content regardless of whether it is games, songs or movies.

What does the competitor analysis tell us?

Finding

Most apps use a very similar way of navigating within the app. This make the customers familiar to certain navigation pattern.

Finding

Mixing shapes and size of items making them stand out compared to the content around it.

Finding

Content often presented in a card layout.

In order to help us better understand your users' needs, experiences, behaviours and goals, we define personas and empathy maps. This will help us visualise what we know about a particular type of user.

Creating personas

We created two different personas. One casual player that likes to try out new games and play tournaments, and another high stakes player that prefers live games.

Creating empathy maps

We also defined what the personas say, think, do, and feel. This was visualised in an empathy map.

Brainstorming solutions

With our findings from the research phase in mind, we started brainstorming solutions for the navigation of the casino lobby and the information architecture of the app.

In previous phases, we learnt that app navigation is an important factor and that users tend to play the same games as in the last session. We therefore placed the section with the most recently played games in a very prominent position as well as used a navigation pattern that is familiar to the user.

Creating wireframes

After we concluded the empathise, define, and ideation phases, it was time to create wireframes and a prototype to user-test if the concept is understandable for user users.

The first round of testing was therefore made using wireframes. We did this on purpose in order to get quick user feedback before committing too much time to our concept. We wanted to see if the customers could navigate between sections in the app without friction and also if they had any problems finding the games they played in the last session.

What did the user testing tell us?

Finding

Users had no problem navigating between different secions of the app.

Finding

The content was perceived to be structured in a logical way.

Finding

It was very easy for the user to find the content they were looking for.

Creating visual designs

We created visual designs for all components of the apps, both in dark and light mode, and both for iOS and Android, with complete specification files.

Testing of jackpot filters

We did an online user test using the prototype we created. The purpose of the test was to see if the users understood that they could filter on different jackpot types using filter options in the jackpot section.

What did the user testing tell us?

Finding

Users had no problem finding and triggering the filter options.

Finding

All users could easily fiter on the jackpot type they wanted.

The app was delivered to the development team in iterations. We delivered the content in components, with one component delivered per sprint. We delivered the final picture perfect design as well as the UI specifications for the entire app in both dark and light mode.

At the end of each sprint, we handed over the component we worked on to the developers and the sprint after they started working on it. This way of working allowed the UX team to be one sprint ahead of the developers and constantly deliver components for them to pick up.

The app was built both for iOS and Android, and we collaborated with two different development teams. The app has been released for both iOS and Android all over Europe, Australia, and the US.

After launch, the iOS app saw an increase in app rating of +74%, taking the App Store rating from 2.8 to 4.7 across 9 countries. 

The MVP version of the app did not contain the new in app navigation pattern. Next step will be to implement this.
‍

I learnt a lot when working on this project. There were lots of things to keep in mind when designing the app. We not only had to work with the requirements from the internal stakeholders, but we also had to keep in mind that the app will be audited by the regulators for the markets we launch the app in.

Another important thing we constantly had to think about for the iOS version of the app were the guidelines from Apple. In the past, some apps have been denied to be published in the App Store due to not following Apple's rules. This time we managed to release the app without any issues.