Introduction
ASVLA is a gambling company that primarily focuses on online slot games and live casino games.
As a relatively young company, they faced challenges in establishing a trustworthy and user-friendly online presence.
This case study discusses the UX/UI design process implemented to address these issues and enhance the overall user experience.
Initial Challenges
• ASVLA lacked a dedicated UX/UI Design team before I joined the company.
• They previously relied on freelancers or frontend developers for design tasks.
• The existing website gave an impression of an illegitimate/untrustworthy company.
• Potential customers often perceived the website as a "scam".
• This negative perception posed a significant challenge for ASVLA's growth and credibility in the online gambling industry.
TARGET AUDIENCES
Online Gambling Enthusiasts: Seeking trustworthy, user-friendly platforms for slot games and live casino experiences.
Casual Gamers: Attracted by visually appealing and easy-to-use interfaces for exploring online gambling offerings.
Existing ASVLA Customers: Benefiting from improved user flows, rewards programs, and engaging features tailored to their needs.
Potential New Customers: Previously held back by a sense of illegitimacy.
Industry Professionals: Appreciating the user-centered design approach applied to the unique challenges of the online gambling sector.
Improving the Registration Process
Improving the user registration process was identified as a top priority.
I analyzed ASVLA's and competitors websites and their registration processes, highlighting the advantages and disadvantages in a presentation.
Analysis and Screenshots of ASVLA's Previous Design
Based on the feedback received, I created a mobile-first design and prototype for the new registration flow.
After the approvals, the design was handed over to the development team for implementation on the staging environment.
Initial Information
Phone verification (OTP) and document type selection have been combined into one step, allowing users to provide the most relevant information at once.
The screens below show the different states of this optimized process.
Document Upload
The user interface and flow have been improved, and features like Optical Character Recognition (OCR) and face recognition were incorporated.
Document Verification
Added a progress bar for Free Spin rewards, showing both the earned and remaining Free Spins. These can be obtained by completing actions like Verification, Adding to Home Screen, and Making the First Deposit.
While awaiting document verification confirmation, additional features were suggested, including adding the website to the home screen for 50 Free Spins, playing a mini-game, providing information about different benefits, and a video explanation about the loyalty system.
Screens from the Desktop Version
User Testing and Iteration
While the development was in progress, I prepared for user testing by drafting necessary questions and identifying the right users for testing. After conducting user tests and collecting feedback, the registration flow was refined and implemented on the ASVLA website.
Reward Center and Additional Features
Another significant project involved creating a "Reward Center" where users could view your VIP status, available bonuses, promotions, and custom rewards.
Custom blocks were designed for "Mega Vendors" with bonuses and jackpots, live data for certain live games, and ribbons to highlight new, exclusive, and bonus-eligible games.
Design Process
Close collaboration with:
Stakeholders
Product manager
Development team
Workflow:
Stakeholders provide brief ideas to product manager
Product manager creates tickets in GitHub
Meetings to discuss ideas and create designs
Weekly meetings for feedback and progress tracking
Prototyping and Testing:
Prototypes created and tested
Approved designs handed over to developers
Implementation on staging environment
Mobile-First Approach:
All designs followed a mobile-first methodology
Priority given to mobile experience
Designs later adapted for desktop platforms
Rigorous Testing:
Involving UX/UI designer, QA, stakeholders, and product manager
Conducted before live launch
Continuous monitoring for bugs/issues
Conclusion
Working at ASVLA provided me with valuable experience in designing for the unique user experience challenges of the online gambling industry. Through collaboration, user research, and iterative design processes, I was able to contribute to improving the trustworthiness and user-friendliness of ASVLA's online platform, addressing initial challenges and paving the way for the company's growth.
Other projects: