C A S E S T U D Y
How to manage a key feature
redesign from UX to UI
All the labels the company holds, this feature is in every website
(Bwin, Party Poker, Ladbrokes, Coral…)
UX/UI Designer — Rita Fernandes (Me)
UX/UI Designer — Irene Piqueras
Discovery & Research
This project was about improving one of the most important areas of the website: the cashier. It’s that page of the website that make it possible for the company to give us the pay check and the end of the month.
Every GVC gambling website have a cashier that enables the players to deposit funds to play casino and poker games, bingo or bet on sports. As they all run on the same platform, we just need to do one exercise. On the other hand, it increases the responsibility and importance of having it done properly as it would affect all our websites (over 10 different brands).
As we were given the task to improve the Cashier, we decided to start from research to understand why it was required a redesign, what was going wrong and gather the requirements.
1. Review & Analysis
We reviewed the current cashier solution according to heuristics, data from Google Analytics and Decibel Insight visualisations. Our aim was to check how far the users would usually go within the cashier flow and at which point they were dropping out the most.
2. Interviews with Stakeholders
To gather requirements and to understand from each one’s point of view what was wrong with the actual cashier and what they would like to see improved. In the end of the day we have to please and convince our Stakeholders, it’s not all up to the users.
3. Competitor Analysis
We found it helpful to review our main competitors in the online gambling industry (Bet 365, William Hill, Poker Stars, SkyBet, Casumo, etc.) and also some apps that we consider to have high design standards and that included a transactions area (Airbnb, Revolut, Uber, etc). The websites were analysed in desktop and mobile as our main traffic comes from mobile, we went for a mobile first solution.
We signed up to our main competitors websites and went through their cashier user flow, taking notes and screenshots along the way to be used in our documentation.
The analysis was divided in 4 different steps that are related to cashier and in need of an optimisation: registration, deposit, bonus journeys and withdrawals.
4. User Research
We got in touch with our Customer Support department. They had some useful insights and reports about the Cashier. With those, we validated some of our observations and we acknowledged some new ones as well.
Finally, we run some usability tests on usertesting.com, the online platform our team uses to test prototypes with real users. We had the users perform a few specific tasks that were created based on the pain-points that had been identified in the previous steps.
5. Design thinking workshop
Before starting the wireframes on the computer, we decided to run an ideation workshop with the UX/UI design team out of the office.
SCAMPER and Crazy eights were the exercises put in place. In the end we shared our ideas, rated the best ones and included them in a document.
6. Next steps: layout design and user testing
Coming soon. Stay tuned for the next updates.
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