Bettybingo

Background of the study

Online betting has become a major source of entertainment and also an avenue for players to make money while having fun in the recent years. Our market research shows that 7 out of 10 players of Bettybingo have issue regarding funding of their account and 9 out 10 find it difficult to complete the deposit process. With Bettybingo’s intentions of expanding it’s business operations across borders, our team is interested in creating a mobile app for players to increase engagement and conversion rate.

Problem Overview

Bettybingo is focused on producing a mobile application that offer players with multiple payment options to enable players have deposits into their accounts and be able to increase conversion and user engagement. The target users are bettybingo players and potential players of the bingo games. Most of these users are into new technologies and are internet savvy.

Data shows 64% of players use mobile money services in funding their online betting accounts.

Data shows 76% of players expressed frustration with accessing their betting accounts details.

Data shows 66% of bettybingo players are not satisfied with the payment option available to them.

Players of bettybingo expressed a 100% positive interest in getting notifications before games start on bettybingo while they are logged out of the game.

Define

Affinity Diagram

This is a tool we used to gather our large amount of data(ideas, opinion, issues) and organized them into groupings based on their natural relationships.

Ideate

Understanding the user behaviors, needs and motivation of the target users through interviews and surveys became a valuable sources of data for the project in the early stages. An affinity map was assembled based on the notes from the studies. The feedbacks were then synthesis to form an affinity diagram of themes and opportunities. 11 key features were Ideated based on the affinity diagram and prioritized them with the feature prioritization diagram

Concept and Sketches

Based on the insights, findings and several rounds of ideation from the research I conducted early, on how to structure and design a more user centered and improve the user flows, I was able to narrow it down and created some more refined wireframes of the application.

Prototype

Low-Fidelity Wireframes

To be able to know if the solutions I arrived at after my brainstorming session really meet the needs of the target users I moved my idaes to Figma to design some low fidelity prototypes that I can test with users and be able to obtain their feedbacks and improve on them as soon as possible.

Usability Testing

I make use of user testing to explore potential solutions during the design process or test the waters during the product design cycle. Watching users try to accomplish tasks on early prototypes is the most effective and efficient way to uncover usability problems.

our validation testing, the feature to include various payment options and allow users to access their user account detailsworked very well with over 85% of the users strongly agreed it will add value and increase accessibility. The idea to include a notification feature to enable know when a game is about to start has gain a positive response of 90% from users. During the first usabilty testing, 70% of users were not able to navigate to their account details and tried editing their username and password which resulted to the iteration of the user flow and another test was run. The second test showed a postive result with 90% of the user finding it easy to navigate to their user account. The inclusion of chatroom had 40% of the result as well which led us to believe that these feature wont add much value for user and increase accessibility and engagement but can be a feature to be considered in the future once users are familiar with the app. We are still in the design phase and we are sure to test with our various user types and also Software Engineers, from which we’ll continue to iterate to give the best experince to our users.

Solution and Impact Overview

Our solution allowed for users to make payment into their account with multiple payment options available to them and having it reflected in the account instantly. This has increase user engagement by 80% and added more value to user experience on the app. The easy navigation to users account and user being able to change their usernames and password has increased users engagement by 65%.