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Betway
Welcome page
Exclusive welcome offers when you join Betway. Experience pre-game and in-play sports betting markets, the latest casino games and more.
Challenge
Project Challenge
Redesign the Welcome page and login form to improve the UX/UI and increase conversion.
My Role
Research, interviews, competitive analysis, ideation, sketching, prototyping, testing and validation.
Old solution
Validating with Data
Conversion rate date pointed to this problem even more. Obviously there are different factors involved e.g offers, brand etc. but I hypothesised some of it was happening because of the amount of information in general.
• 42% of users tap on the primary CTA.
• 34% tap on the header's CTA.
• 24% tap elsewhere below the fold.
Understanding the Problem
I led the discovery and conducted the open-ended discovery interviews. My research goal was to understand the current frustrations with the existing solution. The research helped me to change the product strategy and brought a much better experience in the new online product.
They want to open an account but not sure which offer they can use.
There are too many imformation that confuses them.
They want to know if it's free to get an offer.
They want to know if they can use the offer post registration.
High Level Objectives
From the interaction with the users I defined objectives of this project:
• Users can't to navigate across brands.
• Not clear indication if an offer is for new or returning users.
• Primary CTA doesn't stand out.
• T&C pushed below the fold.
• No differentiation between the CTAs.
• There is no login form for returning users.
Personas
Based on the interviews conducted, I created two personas based off common user goals and pain points.
About
Dan likes to play casino games and spends quite some time every day looking for offers and new games.
Pain Points
• Too much information and offers, some irrelevant as well.
• Not clear what the terms are or what you need to do to get an offer.
Goal
• Find interesting offers related to his preferences.
• Create an account and start playing casino games.
About
Beth likes to explore promotions or offers before making a decision to play or create an account.
Pain Points
• Not able to explore promotions or offers without creating an account first.
Goal
• Explore all offers or promotions.
• Create an account.
Stories & Scenarios
Number of stories and scenarios to define users problems and audience goals.
Dan would like to open an account and take advantage of the offers available.
Beth wants to explore all offers before making a decision to register.
Sam shaw an advert online and would like to open an account.
Gali likes to play casino games and wanted to find out what offers are available.
Competitors
I have a good overview now but I need to see what others did. I looked at our direct and indirect competitors.
IA Study
Studing navigation was helpful - as I defined the way of sorting and grouping data that other companies did before at that field.I defined lables and check that with users, product managers and engineers in card sorting sessions.
Account
Offers
Register
Terms
Regulators
Login
Sponshorships
Information
Process
Competitors
Design Iterations
I usually iterate the designs based on the user testing results and the valuable feedback from design critique sessions.
The fundamental concept changed from a one page solution into a five a pages solution by tapping on the navbar to navigate across brands.
There are many more carefully considered design details to bring a delightful experience to the users.
Validating the Designs
I conducted many concept testing and usability testing sessions for each stage of the project. I also iterated on the designs before it went to the development of each stage.
For the concept design testing sessions, I wanted to validate my assumptions that would determine the product strategy. Before I worked on more detailed design, I needed to understand if we were on the right track.
For the usability testing, I wanted to find out the possible usability issues for the users to make sure the product is easy to use. Discover if I need to have any specific help for the users to achieve the task in the product.
Design
Solution
Solution & Key Features
• Users can navigate across brands.
• Clear indication if the offer is for new or returning users.
• Primary CTA stands out.
• T&C above the fold.
• Clear differentiation between the CTAs.
• Login form available for retrurning users.
Results & Takeaways
Since the implementation of the new Welcome page, we have seen a significant increase in conversion rates.
Some key takeaways from this project are:
• Create a strategic plan. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.
• User testing doesn't end after development. Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user's feedback.
• Involve engineering upfront. This helps to reduce any rework later on as an understanding of the technical limitations upfront will help to inform your design strategy.
Takeaways
Case Studies
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