William Hill's Global Components
The team gathered to identify the key interlocutors, the target users, review the timeframe, the known issues, the company values, set the end goals (KPI's), and decide on the methodology to use.
- Expert review and heuristic evaluation,
- Usability testing and face to face interviews using one of our big quarter promotion which lasts for a month,
- Data analysis, I have also asking Web Analytics and Bonus Wallet teams to include some new end to end data to understand users behaviour better.
- Users' journeys map working with the most knowledgeable team on that matter (Bonus Wallet).
- The users scan the offers more than they read them.
- In the current situation, most of the time they do not understand what they are requested to do, even after reading the Terms & Conditions, they end up by calling service desk.
- The Key Qualify Components (KQCs) are not readable due to font size and poor contrast.
- The Journeys are broke due to technical constraints or lack of overview during promotion creation.
- Users want to play, to have for fun. They hate being frustrated by mechanics that are too complicated, too restrictive.
- Whatever the promotion type (Free bonus, Buy-in, Draw, etc..) the users look for consistency, and they do not want to have to learn the mechanic again and again.
- Users need to be better Handholding thought out the entire journey.
- Representing the tasks into a do list format manageable without using too much memory.
- Call to Action (CTA) shall be visible all the time and linked to the task to be performed.
- Copy needs to simplify and presented in a more readable format.
- Fonts size should be at least 12px with a space 1.5x the size of the font.
- Contrast test/background should be superior to 4.1:5
- Use white space to declutter the page.
- Users need to be able to focus only on the promotion description.
- No weird transparency
- No partial overlay which is leaving visible promotions list or the banner slider.
I have then turned those hypotheses into whiteboard sketches that I have presented to UX, Dev and Campaign planner colleagues, refine several times before creating low fidelity wireframes in Axure.
The journey tested was:
- Find a specific promotion,
- Opted-in to it,
- Go through the steps to validate all the key qualifying criteria (KQC) that are set to avoid fraud and to give to easily free bonuses.
We, now, need to examine other promotion types and work carefully with the UI and Marketing to produce an aesthetic solution with a carefully wrote content.
- Stakeholder interviews,
- Requirement analysis,
- Expert review report,
- Heuristic analysis report,
- Users interview report,
- Users flow mapping,
- Usability testing report,
- Rapid sketches,
- Axure wireframes,
- Prototyping Axure.
What have I learned from this project?