Who iTech.
What optimise igaming site, onlineslots.com.
Why Following user research, the site's navigation was not meeting the needs of its users, and analytics suggested that users were unable to find what they were looking for efficiently.
My role I worked closely with user research and SEO to identify areas of improvement for the site, identify user needs, and work on the UX.
Discovery
Competitor analysis
The site's main user base was North America, followed by Southeast Asia. Knowing the gambling laws in these regions of the world played a large part in how we shaped the content and knowing what boundaries we needed to put into place, such as age verification.
User research
We spoke with a variety of users, from casual slots players to more professional gamblers, and found some key takeaways when using an igaming site such as onlineslots.com.
Authenticity
Understandably, users wanted to know that the site they were accessing was legitimate and legal. This meant users would often frequent the same sites as they knew they were legit. From a design standpoint, I knew this was a factor to look into when designing, how to reassure the user that onlineslots is trustworthy.
Choice and comparison
Users wanted to have a variety of games to browse and play, as well as filter through. Some users had particular preferences for slot types (high jackpots for example).
The design
I implemented some simple but effective changes to improve user experience, and simplified the landing page to offer users what we found were the key desired topics they wished to explore.
Challenge
Users felt overwhelmed in picking a slot game
Solution
Offer bite-sized information on each slot game, so users can make an informed decision
Challenge
Users didn't know where to click upon landing on the site
Solution
Reduced the menu size and surfaced the most-clicked areas of the site on the homepage, providing users with four easy options to navigate from.
Challenge
Too much content overwhelmed users on the homepage.
Solution
Reduced the copy on the homepage, especially above the fold. I rewrote the subheading to be seo friendly, short, and concise.
