ABOUT THE PROJECT

Betway wanted me to look at their casino page for Ghana and wanted to know how to get their conversion rate up, starting off with a redesign of the page. I started off with an evaluative heuristic approach.

Collecting research from the brand manager and subject matter expert as well as the rest of the stakeholders involved, to gain insights on the problems they faced, within business. Along with my knowledge of SEO and design systems.

To uproot possible unknown or unforeseen problems, I also asked for insights into the target market and asked if they can find someone with disabilities, as my aim is to design for an all inclusive user. It also helps during usability for when building interfaces for future regions that we may go into.

I created a user persona of the majority of users based on the Brand Manager and subject matter experts insights. (from the interview questions I set out for them to answer) due to company budget constraints I wasn't able to approach it subjectively and barely making it objectively. We continued to define the problems, set objectives and ideate solutions. We did this by means of card sorting, low fidelity mockups, but exco wanted to see the high fidelity at this point. Business is low on designers so I've had to design and prototype this almost overnight, working extremely closely with developers, ensuring that we are AA compliant according to WCAG.

From here the project evolved to a larger scope and I looked at the entire website instead of focusing on just the casino. Building a sitemap and information architecture, wireframing. (I only found out about Miro recently which would've made my life easier.) We modified and optimized accessibility on all pages, from adding proper title tags, avoiding lost loops, such as poor headers, anchor links, included a sitemap, table of contents, content ordering. Tagging the Hamburger menu on mobile. Included proative ALT text in the HTML. Specifying an empty alt attribute on each spacer so that screen readers can ignore it. Created widgets, forms and error messages. Removed all the clutter and repetition of visual and audio clutter on the main page. Using SVG's where possible and less or optimized imagery for better load speed. Doing this increased conversions by 60%.

“People ignore design that ignores people” is a famous quote by Frank Chimero.

I never want to be a designer that takes control away from the user

I'm continuously going back and fourth between the protoype phase and the old outdated design, liasing with all relevant stakeholders and ensuring all usabilty issues have been resolved.


The prototype is currently for Betway's iOS Native app. As users use their device more often than desktop. Betway is running with a more softer look and feel.
Below is my research findings that I suggested being included to update the functionality and usability.

MADE FOR

Sportbetting

LAUNCH PROJECT