User Onboarding & Dashboard
Kindred / 32Red — 3 months — 2023
⚠ Some visuals are restricted or anonymised due to ongoing NDA obligations.
📣 Challenges
The UK Casino market requires us to keep up with yearly regulatory changes, sometimes with high level of complexity and short deadlines. We need to craft intricate yet welcoming solutions that harmoniously integrate diverse tools and services, while ensuring a secure environment for the player, system scalability and business value.
Promote changes on key user journeys, now with plenty of user checks aimed at safeguarding players' identities and fostering a secure, enjoyable casino experience — ensuring every player feels comfortable and protected, free to immerse themselves without feeling swarmed by a thousand requests.
Strike that perfect balance: maintain robust security measures while ensuring players feel at ease and engaged throughout their experience.
🎯 Objective
- Increase acquisition and conversion values on key journeys and areas, across all markets, devices and platforms.
- Improve the user experience on Registration, Forgotten Password and Log In journeys.
- Integrate legal compliance measures (player verification, source of funds, etc.) into the casino ecosystem, informing players of changes in a clear and concise manner.
- Create a User Dashboard where the user can visualise in real-time different aspects of their account, document requests, spend and limits.
- Create a safe environment and architecture to host Safer Gambling content pages, initiatives and tools.
- First steps towards a Dark Theme for use across all devices and platforms.
🏆 Final Results
🥋 My Role
Led a team of 1 Researcher, 2 Product Designers and 1 Content Designer/IA. With 2 key streams — acquisition and user dashboard — tasks were laid across 2 Kanban boards, with regular Dailies, Weeklies and Retrospectives to keep delivery on track.
Together with research and Content/IA, helped lay the research plan and an initial system and information architecture for the team. Held meetings with stakeholders and delivery teams to define requirements, challenges, pain points and roadmaps, ensuring no blockers and smooth delivery.
Also essential to define the architecture of the system and map out all journeys, helping understand priorities for MVP and following releases. Ground work was also laid during this period to deliver a Dark Theme to be adopted across the brand and all its channels.
Presented final deliverables to stakeholders, development and other relevant teams for final release and in company-wide events.
📑 Methodology
Beginning with an in-depth analysis of the existing ecosystem and functionalities, we conducted numerous interviews and meetings with teams, stakeholders, and both seasoned and new users of the current systems — these interactions were the cornerstone for the project.
Drawing insights from these engagements, we formulated the groundwork for the initial maps, flows and information architecture. The subsequent creation of mockups and prototypes, along with the definition of the visual identity, shaped the new registration and user dashboard journey. Simultaneously, efforts were directed towards establishing the foundation for the dark theme library.
To maintain alignment and ensure value delivery at every step, workshops and presentations were scheduled throughout the project. These brought together the project team, stakeholders and various departments — Development, Data+BI, Compliance+Player Safety, CRM, SEO+Acquisition, Customer Support, Sustainability, among others.
🧠 Retrospective & Learnings
As we reflect on the project's completion, it is essential to acknowledge the milestones achieved and draw insights for continuous improvement. The journey from initiation to conclusion enriched our team's capabilities and refined our approach to future endeavours, raising a few key questions:
- How to expand the new ecosystem consistently across apps?
- How to further improve processes to handle every scenario in a very simple, scalable system?
- How to integrate AI in these tools to further help casino operators and front-end users?
- How could we apply these learnings to a VR/AR experience?
This also helped define key areas where we would like to improve both as teams and a business: enhanced user testing, streamlined feedback mechanisms throughout key journeys, greater integration of sustainability and customer-related measures, and new data collection points to further tailor and segment the player journey.
Moving forward, we aim to incorporate these learnings into future projects, continually refining our processes to deliver even more impactful, user-centric solutions.
📌 Features
- Consistent omnichannel messaging from the initial touchpoint (organic, paid, affiliates, CRM), fully managed through CMS.
- Integration of 3rd Party APIs, in-house tools and other resources on key user journeys, minimizing development time.
- CRM-focused approach with multi-messaging capability throughout Acquisition and Reactivation journeys.
- Extension of the same functionality for compliance, affordability and other regulatory reasons.
- In-built segmentation and server-side A/B testing for enhanced optimisation.
- Real-time events digestion, parsing and display for timely information delivery to players.
- Proficient handling of different 3rd party APIs, providers and data sources, with real-time capabilities on user dashboards.
- Ethical Design approach, placing the player at the centre of changes — clear areas and consistent messaging minimise friction.
- Modular, future-proof system allowing operators to customise player-facing processes or content with minimal delivery times.
- Unified dark theme for use across all products and platforms.
- Ecosystem for safer gambling, including redesigned safer gambling tools integrated within the framework.
🔧 Tools
User Zoom · User Testing · Optimizely · Adobe Analytics · Snowplow · Google Analytics · Figma · Miro · Confluence · JIRA · After Effects · HTML & CSSThank you for reading! ❤️
