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Intro
Casino Club
Building on the success of Betway's Free Bet Club and eSport Club, which rewarded players with £10 free bets weekly, we launched the Casino Club. This new promotion offered tiered rewards, giving casino players better prizes based on their spending.
Goals
Retention and Cross-Selling
Our primary goals were twofold: increase the retention of our current player base and encourage cross-selling between the different products, getting casino players to try sports and eSports betting, and vice versa.
Impact
Results that
speak FOR Themselves
Results in, we saw a big boost in promotion opt-ins, with more players trying out different games, and prize redemptions nearly doubled. Plus, players are getting the hang of how our promotions work.
Process
Road to glory
Designing a great user experience is never a simple, straight path. Each project brings unique challenges, requiring flexibility and constant adjustment.
Understand
Kicking Off with
Stakeholders
We began with a workshop session involving stakeholders, product owners (PO), and project managers (PM) to assess the current promotions and plan the new Casino Club. Key insights emerged:
Research
Diving Deeper
with THE Users
We conducted usability testing and surveys, which confirmed much of what we’d discussed in the kickoff meeting. However, we also uncovered additional pain points.
Analyze
User Personas
and USER STORIES
Using the insights from stakeholders, PMs, POs, and user research, I created simple personas and user stories for each major player type. Mapping out the current user journey highlighted the friction points.
Analyze
Casino Player
Description here…pitcure of the persona and stories combined on the right
Analyze
Sport Player
Description here…pitcure of the persona and stories combined on the right
Analyze
esport player
Description here…pitcure of the persona and stories combined on the right
Ideation
Crafting the Experience
We turned our ideas into a tangible experience. We streamlined the user flow and crafted the key screens to make sure everything felt intuitive and easy to navigate. This is where we really started to see our concepts come to life.
Ideation
User flow
The flow was kept simple: players could move from the Reward Club Hub to specific promotion screens and back. However, both the hub and promotion screens needed to adapt based on the player's status in each promotion.
User Flow pic here
Ideation
Wireframes
The wireframe phase was crucial. We designed the main screens, created different status versions, and developed prototypes for user testing. This step was key to ensuring users understood how to navigate the hub, check their progress, and redeem rewards.
Pitcure of different wireframes cards here
Ideation
User testing
After several rounds of testing, we reached a point where users consistently understood the promotion mechanics and their progress, navigated screens easily, and knew how to redeem their prizes.
Pitcure of full wireframes screens
Delivery
High Fidelity mockups
Confident in the wireframes, we moved to high-fidelity mockups, finalizing the UI and creating all the necessary screens and card statuses. The finished design was both functional and visually engaging.
Delivery
THE REWARDs CLUB 'HUB'
The hub is the main screen of the Rewards Club. From here the players can check their progression and navigate to a specific promotion screen.
Delivery
FREE BET CLUB
Players can reach this screen directly from the Reward Club 'hub' and from other banners or links that can be find through the app or external websites and social media adds. It sorts of works as a landing page therefore need to contain all the main information about this promotion and give the user the option to subscribe, check their progress and redeem the prize.
Delivery
Esport Club
It's the carbon copy of the Free Bet Club but for eSport players and requiring different king of bets tailored for this sort of players to qualify. To reflect Betway's way to make the eSport brand different than the other products, this specific promotion is designed with a dark interface.
Delivery
Casino Club
Last but not least, since at the beginning this was the whole focus of the project that lead to the creation of the Reward Club and the re-design of Free Bet Club and eSport Club, the Casino Club works similar to its older brothers but having multiple tier for getting different rewards needed some changes.
Intro
Casino Club
Building on the success of Betway's Free Bet Club and eSport Club, which rewarded players with £10 free bets weekly, we launched the Casino Club. This new promotion offered tiered rewards, giving casino players better prizes based on their spending.
Intro
Casino Club
Building on the success of Betway's Free Bet Club and eSport Club, which rewarded players with £10 free bets weekly, we launched the Casino Club. This new promotion offered tiered rewards, giving casino players better prizes based on their spending.
Intro
Casino Club
Building on the success of Betway's Free Bet Club and eSport Club, which rewarded players with £10 free bets weekly, we launched the Casino Club. This new promotion offered tiered rewards, giving casino players better prizes based on their spending.
Intro
Casino Club
Building on the success of Betway's Free Bet Club and eSport Club, which rewarded players with £10 free bets weekly, we launched the Casino Club. This new promotion offered tiered rewards, giving casino players better prizes based on their spending.
Discover
Brainstorming sessions in order to take their needs and company goals into account.
Define
Gather additional information about the ideal client, market opportunities and design sprint.
Develop
Define the user experience and analyze your designs will inform behavior and effect the experience of the user.
Deliver
Determine design patterns, elements of template pages and work with developers to test design functionality.
Our works are a blend of innovative thinking and practical solutions, ensuring they are both unique and effective.
Years experience
14
Projects completed
91
Startup funding
$100m
Industries served
10
