Background
The project is a re-write of online Casino site www.dublinbet.com, including a rebranding and a completely new web site, designed with the goal of adding clarity to their product offering and to increase downloads and registrations.
The project is now in the development phase.
Research and Definition
My work involved creating a number of Personas based on client-supplied customer data, mapping out key user journeys for these personas, creating a sitemap that demonstrates how these journeys will be realised, and ultimately creating a set of functional wireframe prototypes.
Important considerations for this project where:
- Current site is functioning fairly well in terms of registrations & conversions, but we did not have access to key analytics in order to better understand this
- A broad existing user-base which is familiar with the current deposit & withdrawal functionality, and care should be taken not to impact or change this process dramatically
Therefore it was decided that a “light touch” approach would be adopted, with minimal functional changes made to core transactional pages and that A/B testing would be used post-go live for additional amends.
What this translates to in the first instance is a restructuring of site content in order clarified the client’s USP and better support new customers & potential customers, and a layer of best practice applied to all form designs.