60% less steps, improves conversion rate
- iGaming Solutions
- Service Design
With the increase in the number of online users, the services iGaming companies provide, especially when it comes to the process of onboarding, leave a lot of room for improvement. Just to name a few: there are no clear instructions in betting shops on how to get the app, searching for it in App Store is quite challenging and confusing. And once users download the app, they are in for a lengthy process of registering which is extra dauting if a user doesn’t already have and needs to get a special loyalty card.
Betting providers are introducing these loyalty cards to increase digital users. This card is a first step to becoming an online user and contains all the needed personal information about a user. The card holder also receives offers with additional betting features such as ‘Best Odds’. The steps are as follows: a person goes to a retail shop, provides some personal data (in a handwritten form) and after a lengthy process which is confusing and involves a lot of unnecessary steps, numerous push notifications and confirmation emails, and finally one can make a bet online.
Researching and applying service design to cut this drawn-out onboarding process and make the whole experience for the end-user smoother and at the same time in line with all the other service offerings was the task Symphony Solutions’ Design Office took on. After initial interviews and research, the team narrowed down the challenges to the following:
- Increasing the number of online users.
- Removing obstacles and decreasing time taken in getting the loyalty card.
- Increasing the visibility of the loyalty card and raising the level of awareness.
Achieving a 60% reduction in user journey steps through the application of Service Design
According to the roadmap created by the design team, the initial user journey from having the intention to place a bet to creating the account required 36 steps.
From the user perspective, some of these actions, like filling in your personal information with pen and paper and then helping the assistant to decipher the handwriting, or confusing steps in the apps itself (i.e. the problem with user name or a password) provide for high levels of frustration and would significantly hamper the conversion process.
Using service design, the design team analyzed the main goals of users (I.e. ‘Best Odds’) and the business (getting users online) and satisfied both needs instantly by moving them to the beginning of the user journey. The first dramatic cut down suggested involves removing the physical card by being one step ahead and already giving the card to users in QR code form. The other improvements of the user journey include letting users fill in their personal data already in the app, auto-population of some fields, removing shop assistants from the journey.
As a result, the final solution presented by the design team strips down the onboarding process to just 13 steps.