PROJECT Name

EDS WIDGET

Company/CLient

Entain

REQUIREMENT

The requirement was to develop a solution allowing promo users to track their promotion progress directly from the homepage, avoiding the need for multiple steps. The UX team was tasked with designing a promotion opt-in and progress tracker widget for the homepage, adaptable to various markets, layouts, and sizes.

Role

As a UX Designer, my role was to design the promotion opt-in and progress tracker widget for the homepage. I collaborated with the team to ensure the widget was intuitive, user-friendly, and adaptable to different markets, layouts, and screen sizes.

Project Brief

I had a kickoff meeting with the project manager to discuss the project requirements, ensuring clarity on the goals, timelines, and deliverables for the promotion tracker widget. This meeting provided a clear direction for the design process moving forward.

RESEARCH

COMPETITIVE ANALYSIS​

I conducted research to analyze how competitors surfaced promotion widgets on their homepages and the mechanisms they used for opt-in and progress tracking. Additionally, I explored various UI designs beyond our competitors to gather broader insights into user engagement and flow. By studying diverse design approaches and user flows, I gained a comprehensive understanding of how different platforms streamline this process. This research guided the design of the promotion opt-in and progress tracker widget, ensuring it was both efficient and user-friendly, allowing users to track their progress directly from the homepage without unnecessary navigation.

Findings:

  • Clear Opt-in: Simple, prominent CTAs encourage participation.
  • Progress Bars: Visual indicators motivate continued engagement.
  • Reward Clarity: Clear rewards and requirements improve user understanding.
  • Confirmation Feedback: Immediate feedback enhances user confidence.
  • Brand Customization: Adapting to brand colors ensures consistency.
  • Information Hierarchy: Prioritizing key information ensures quick comprehension.
USER JOURNEY

The goal was to create a simple user journey that outlines the steps users take to track their promotion progress seamlessly. This journey maps how users interact with the promo widget, from opting in to viewing their rewards.

Key Points:

  1. Opt-in Process: Users begin by opting into the promotion, with a clear and prominent CTA to initiate the journey.
  2. Tracking Progress: Once opted in, the widget displays the user’s progress in real-time, using visual cues like progress bars to indicate their status.
  3. Rewards: As users advance, they can easily see their earned rewards and the remaining steps needed to achieve further rewards, providing motivation to continue engaging with the promotion.

IDEATION & WIREFRAMING

V1: INITIAL WIREFRAMES

In the first iteration, I focused on laying out the basic structure of EDS widget, including the opt-in process, progress tracking, and reward display.

Key Focus:

  1. Initial exploration of layout and interaction points for the widget.
  2. Emphasis on mobile compatibility and ensuring essential features are visible.

Challenges Addressed:

  1. Space constraints on mobile screens.
  2. Basic progress tracking and opt-in flow.
V2: REFINEMENT AND FEEDBACK

After receiving feedback from the product manager, the second iteration aimed to improve the user journey and mobile usability, ensuring better clarity and navigation.

Key Changes:

  1. Improved visual progress tracking with clearer reward milestones.
  2. Emphasized reward details for better user understanding.
  3. Added engaging award notifications for completed levels.
  4. Refined layout for easier navigation and interaction.
V3: FINAL REFINEMENTS

The final iteration focused on adapting the widget for multiple markets while ensuring consistency across devices. The design also addressed additional feedback on multi-promotion displays.

Key Changes:

  1. Switched from an icon-based widget to a slider widget for improved visibility.
  2. Enabled progress tracking directly within the slider, eliminating extra clicks.
  3. Added support for multiple promotions in the same slider.
  4. Enhanced adaptability for different markets with customizable branding.
  5. Made reward details more prominent and easily accessible.

UI DESIGN AND PROTOTYPING

UI DESIGN

The objective in this stage was to transform the final UX design into a high-fidelity prototype and ensure it is adaptable across different markets with consistent branding and layout.

Process:

  1. I applied the final slider widget design across multiple markets, making sure the widget positioning was aligned properly within each layout.
  2. The widget was adjusted to meet the branding requirements of each market, ensuring colors, fonts, and visual elements were in line with market-specific guidelines.
  3. I optimized the design for both desktop and mobile platforms, ensuring seamless responsiveness across all devices.
  4. I also ensured that the widget’s functionality for tracking promotions and rewards was consistent across all markets, adapting UI elements to each brand’s needs while maintaining a unified user experience.

Outcome:
The final high-fidelity prototype was successfully adapted for multiple markets, ensuring a cohesive brand experience with consistent functionality and visual appeal across various platforms. This stage ensured the widget was ready for final testing and implementation.

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USER TESTING

I conducted user testing with 5users via the UserTesting.com platform, allowing them to interact with the final prototype. Users were asked to engage with the widget, track their promotion progress, and explore the new multi-promotion feature. The testing focused on ease of use, clarity of progress tracking, and the overall user experience, particularly for both desktop and mobile interfaces.

Feedback:

  1. We received positive feedback from all users, with particular praise for the clear progress tracking and the ability to easily switch between multiple promotions.
  2. Users appreciated the intuitive design of the slider widget, especially the fact that they could track rewards without navigating away from the homepage.
  3. The visual clarity of the reward details and the prominent display of promotions contributed to an engaging and efficient user experience.

DELIVERY AND OUTCOME

SUCESSFUL OUTCOME

The delivery of the EDS widget resulted in a highly positive response. In the first few weeks, we saw record-breaking numbers with significant increases in both user opt-ins and rewards redeemed. The clear and engaging user interface contributed to a 78% increase in opt-ins during the first week, and user feedback indicated that the new design made tracking and claiming rewards much easier.

CHALLENGES FACED

During the development and implementation of the EDS widget, several challenges emerged:

  1. Limited Widget Positioning:
    Optimizing the widget placement within the restricted space on both desktop and mobile required careful adjustments to ensure accessibility without overwhelming the user interface.
  2. Market Adaptability:
    Customizing the widget to suit various market branding guidelines and layouts while maintaining functionality and consistency posed significant challenges.
  3. Adapting to Different Game Promo Types:
    The widget needed to be flexible enough to handle a variety of game promo types, requiring a design that could be easily adapted without sacrificing clarity or usability.
  4. Developer Constraints:
    Technical limitations restricted some desired features, requiring close collaboration with developers to balance design goals with what could realistically be implemented.
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NEXT STEPS

To continue enhancing the user experience, the next steps will involve:

  1. Conducting further user tests to refine the design and gather additional feedback.
  2. Adding the capability to display more than one promotion on the widget, providing users with more options to engage.
  3. Implementing the ability to claim multiple rewards simultaneously, streamlining the redemption process.

These enhancements will ensure continued growth in user engagement and satisfaction.