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The challenge
Update the Instant Win Games flow to improve user experience and drive engagement, giving users faster access to preferred games that they enjoy and tailoring the platform to a users preferences.
My roles: Research, Information architecture, user flow architecture, UX/UI design, prototyping, user testing
Research
Before starting the project I performed an analysis of other websites to ascertain best practises for similar features across other websites. This allowed me to learn patterns that could enhance a players experience when using the Instant Win Games favourite feature.
User Research - Leveraging AI
I used Dovetail’s AI features to quickly surface and summarise insights from earlier research before starting the project. I was able to quickly open each research documentation that had been documented over various sprints within Dovetail. This gave me an early understanding of recurring themes, user needs, and existing evidence, helping me avoid duplicating previous work. By building on what was already known, I was able to get up to speed faster, focus new research on genuine knowledge gaps, and move into the project with stronger context and direction.
User flows
Mapping out the user flow for a logged in and logged out flow was important so I could understand the journey a user would take from playing an Instant Win Game to the Outcome Pages.
Wireframing
After reviewing the current experience I began wireframing some options whilst considering the Instant Win Games flow. I shared the initial ideas with key stakeholders before commiting to a solution. In this instance, I needed to design for both desktop, tablet, mobile, and app.
Considerations
When designing, there were multiple considerations such as the existing Instant Win Games cards as each card contains elements such as the new pill, large numbers, a variety of gradient game backgrounds, game badges as well as copy. These elements needed to be considered when designing to make sure what was introduced would work globally across all Instant Win Games cards.
A commitment to the Gambling Commission was made to be AAA Accessible as per the WCAG guidelines. Sense checking this throughout designing the flows was important in order to maintain consistency.
Focus order was outlined for accessibility, allowing developers to understand what order a screen reader would be able to access and read the information on the page.
Visual design
A favourites feature added for the Instant Win Games flow using the design system across desktop, tablet, mobile and app.
Prototyping
A prototype was created in preparation for user testing, containing favourites across the Instant Win Games homepage, game details page and all games page.
User Testing
We ran moderated user testing sessions in-person with 50 users for the test on a favourites prototype, with users that use The National Lottery platforms and with users that do not . This allowed me to gather key insights into whether the proposed favourites flows and design was thoroughly understood and allowed me to dive into the customer benefit of favouriting Instant Win Games and whether users felt this was a feature that would provide value add to their experience. Following the user research, designs were then adapted accordingly.
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Key Insights
I analysed the user testing results in depth to conclude any common themes across the designs and displayed them in their simplest form to present to key stakeholders.
Favouriting a game after gameplay was the most commonly anticipated place to favourite among participants.
Participants mentioned expecting a heart icon to be the icon used for the favouriting functionality, as they drew upon similar previous digital experiences. Once they noticed this, there was high recognition and comprehension of the heart icon on both the game details and game outcome screens.
Users found Instant Win Games favourites easily discoverable. Design recommendations: Continue to use the top section of the lobby screen to display favourite games. As a future enhancement, consider surfacing favourites within the My Account section.
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Design recommendations
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Keep the heart icon as the method of favouriting due to high recognition
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As a future enhancement, explore ways to signpost to the My Account section e.g. sub-copy "You can manage your favourite games from your account section"
Game outcome screen​
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Consider experimenting with changing the heart icon UI on this page to further improve discoverability.
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Continue to have the favouriting feature beneath the fold, or add the heart icon to the top right of the screen, similarly to how it is displayed on the games details screen.
Feedback on the IWG favouriting limit
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Participants mentioned they generally wouldn't have expected to have a limit on the number of games they could favourite, some thought that the limit would be for safeguarding or player protection. Although this was questioned, there was no strong negative reactions towards having it in place.
Updating the Design System
Once designs were signed off, the favourites feature was templated. added to the design system with all of the states required for the favourite button. Behaviours were documented with examples of application. This component was then added into all Instant Win Games cards, carousels, game details pages, game outcome pages in our Figma files, ensuring the designs were up to date across all touchpoints.
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