About the project
Details
Client: Rank Group
Industry: Online Gaming
Category: Web, Mobile
Location: Europe
Duration: 24 Sprints
My Role: UX Researcher, UX Designer
Tools: Figma, Miro, Notion, Jira
Grosvenor Casinos (formerly County Clubs and Grosvenor Clubs) is a UK-based chain of 53 casinos located in major towns and cities across the UK, with two unbranded sister casinos located in Belgium. Grosvenor Casinos is owned by The Rank Group who operate exclusively in the casino, bingo and online gaming industries across Belgium, Spain and the UK.
Grosvenor Casino
Problem Statement
Addictive Behavior: Users like Sarah find themselves spending excessive time and money on the app, leading to negative consequences in their lives.
Lack of Control: Users struggle to control their gambling habits and find it difficult to step away from the app, even when they know they should.
Limited Support: The app lacks features that encourage responsible gambling and provide support to users who are at risk of addiction.
My Responsibility :
As a UX designer for an online casino app, my primary goal is to ensure a safe and enjoyable gambling experience for users. However, through user research and data analysis, it became evident that some users were developing addictive manners, leading to negative consequences in their lives. To address this pressing issue, I led a project to introduce features aimed at promoting responsible gambling and preventing addiction within the app.
Enjoy but effecting work, personal life.
Too much addictive.
Want play more, pay less.
User Research:
The objective of this user research is to gain a deeper understanding of the behaviours, preferences, and needs of users engaging with our online casino app. Specifically, we aim to investigate how users interact with the app, their motivations for using it, and any pain points or challenges they encounter during their gambling experience.
User Persona:
The Process:
Qualitative & Quantitative Research :
Attitudinal and Behavioral Research:
Proposed Solution
Reality Check Feature:
Implement a reality check feature that prompts users with a notification after they've been playing for a continuous 30-minute session.
Take a Break Feature:
Introduce a "Take a Break" feature that allows users to self-impose a short break from the app, ranging from one month to six months.
Self-Exclusion Feature:
Description: Offer a self-exclusion option where users can voluntarily block their accounts from accessing the app for a specified period.
Set Daily Deposit Limit Feature:
Description: Introduce a feature that allows users to set a daily deposit limit within the app.
Mockups
Reality Check :
Take a Break :
Self Exclude:
Daily Deposit limit :
More offers and Daily Promotions:
Usability Testing :
I led the usability testing where I had participants use the Think-Aloud Approach with certain tasks to fulfill.
Usability Testing Goals:
Test the basic understanding of the app
Improve efficiency
Identify pain points and confusion in the flow
Questions:
1. What parts of the app did you like the most? Why?
2. What parts of the app did you like the least? Why?
3. What do you think of the interface?
4. What do you think of how features and information were presented?
5. How would you change the wallet section?
6. What was your overall impression of Promotion and Live Casino?
7. After familiarising yourself with the app, is the app's concept understandable?
8. What parts are you still vague to understand?
9.Are you able to control your gambling addiction?
10.New promotions, rewards and welcome offers are really useful?
Conclusion :
Balancing responsible gambling with business growth presents a complex and multifaceted challenge for our online casino app. By implementing strategic solutions and continuously refining our approach, we can work towards achieving our business objectives while upholding our commitment to promoting a safe and enjoyable gambling environment for all users.
Even the most complex and innovative products can be easy to use.
You need the right people on your team.