Over the last few months I was tasked with producing the ‘best-in-class’ mobile sports book and casino.

As Lead UX, it was my responsibility to satisfy specific user journey’s, demanding stakeholders and technical limits (UCD). I wil also be showcasing certain features, and from an Agile perspective how they fitted both into the roadmap and overall experience.

But first I’m going to give you a preview of what’s to come. This is one of the more complex mobile programs I’ve been involved in throughout my career so I’m going to attempt to split it up into manageable chunks.

First up: An overview


So here it is. A mobile gambling website. My design was based on user research including interviews, reviews and feedback from CS teams. But one was flavour and throughly considered user journeys. The company also has ten brands that must fit the back-end structure so flexibility was a must. This had serious impact when considering translations as adaptability across multiple domains and languages was key, and required government-level diplomacy when it came to dealing with territory managers, personal taste and best-practice.

Maintaining a design vision


An initial design had built a mobile product over the previous 18 – months, but a refresh was required. Agile has it’s benefits, but it’s difficult to implement a design vision very early on with Agile, as the product changes and is not known on day one. Iteration is therefore so important and completely necessary. Separate functionality warrants individual case studies, and those will be:

  • Side bar functionality – Universal, scalable and mobile friendly
  • Gateways Sports Inplay and Casino
  • Mobilised Casino – slots, table games and live casino and more…
  • Account Management -Deposit and withdraw, bonuses and global settings
  • PIN Login – How to leverage functionality from todays modern smartphone
  • Error handling – Super important and often overlooked
  • Quick bet – now ‘must-have’ functionality
  • Pagination – mobile friendly, off course.
  • Registration -Stepped process, hand-holding new user that on mobile can be a problematic experience.
  • Brand guidelines – Consistency is reassuring. It shows control and care. And in an unpredictable place like the Wild Wild Web, it can be even more valuable than in other media.

Key take-outs


As mentioned, this is just a preview post, I’ll be drilling down on details (including Account Management and sidebar functionality and Quick-Bet) for this exciting project over the next few months. As mentioned, from the initial kick-start round tables there was desire to design and create a ‘best-in-class’ mobile web site . I flew the UX flag and kept a one size font throughout, and constantly pushed the need to accomplish tasks as quickly and effectively..

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