Boosting Online Casino & Sports Gaming Rewards
Staying Competitive.
CrownBet (now named BetEasy) is one of the top 5 wagering
companies in Australia.
The challenge was to increase individual bet frequency by 15%.
With the launch of Melbourne Spring Racing Carnival, CrownBet needed
to create engaging features that would serve the purpose of a great experience, & encourage users to re-enter into a Rewards points program.
As a lean team of 2 Product Designers, we carried out research, design,
and delivery of the product. Stakeholder interviews allowed us to give the the process transparency, in a mid-sized organisation with many touch points.
It helped us understand who was more hands-on than others.
Competitive analysis was crucial to see what was out there in the market at this time.
Keeping an open mind we compared this to other industries, such as Frequent Flyer points, Airline websites redeeming for bonuses & exploring different alternatives to think strategically.
User research activities had a tight deadline. We discovered quantitative data that was available from the Voice of Customer department relating to odds, the ability to increase odds & other variables around value for money when placing a bet.
Affinity mapping was a good way to map and group together similar pain points into clusters. Credibility was the main theme we saw from the data collected.
Wireframing & UI design was part of the approach to keep this process lean and follow up with feedback from the insights gathered.
Through a series of meetings with Stakeholders & Product Managers, final designs were decided on.
Usability testing using the usertesting.com service we were able to find participants to give feedback on the designs.
The majority of feedback was around credibility. It sounded too good to be true & felt that it was a trap to take their money.
Taking the learnings of the usability tests we added tooltips to educate users on the credibility of the feature.
Keeping a lean theme we delivered the product in time for the big event that "stops the nation", the Melbourne Spring Carnival.
Some achievements from this project include increased bet placements by 15% through a Bet Feature initiative.
Facilitated a team of 8 in a company wide Design Sprint Innovation Challenge & received runner up recognition.
Transforming Insights
We understood the Rewards landscape within other industries & blended the best of the best, into our own ecosystem.
User Research
Usability testing with usertesting.com as a service, also with in-person observations.
Collaborative Approach
Working closely with teams to ensure seamless integration of design & functionality.
Fast Feedback
& Execution
There was a large push from the Executive Team to have a Rewards system built to drive registrations & to become a clear leader in the online gambling space in Australia.
Lean Process
Rapid Wireframing & UI Design was part of the approach to keep feedback from the insights efficient..
Achievements
Increased Bet Placements by 15% through the initiative of Bet Features & Rewards.
Understanding the Design Process
Our design process is a collaborative journey that emphasizes creativity & innovation.
We engaged with various stakeholders to ensure every project meets its goals effectively.
Getting a Clear Understanding
Facilitating & Recruiting participants for user interviews & design workshops to deliver a product that suited business & user needs / wants.
Rapid Prototyping
for Testing
Creating Rapid Prototypes to test participants, including Research Scripts & Screening Participants to ensure the right demographic has been secured.
Team Collaboration & Delivery
Teamwork ensures that diverse perspectives enhance the final product, while empowering co-workers on progression & inclusion.