Disclaimer:

The product "BetKing",the images displayed in reference to the website, portal or mobile application in this case study are the property of KingMakers.

Overview

BetKing is a dynamic sports gaming and casino company.

The goal

The goal is to revamp payments to meet customer's needs by defining the users' problems and finding creative solutions for these problems. Blending user needs with business goals to help make consistently successful products.





The Challenge



The pain points based on customer feedback and analytical tools insights were information overload, difficulty choosing a payment method, inconsistency & repetitive experience, leading to a high drop-off rate and long completion time.

Solution

• The first solution was to group all the payment methods into various categories, referred to as chunking. Chunking is one of the behavioural research nuggets used, which states that we process information better when put into small groups. Hence, chunking information is easier to process and significantly helps our ability first to read and then remember it.

• Secondly, we introduced saved cards to reduce the repetitive experiences of our customers always having to fill in the card details, thereby eliminating high drop-off rates and a long time to completion.

• We also reduced information overload because we discovered many customers do not read long information. Hence, making information precise and straight to the point was our watchword.

• Lastly, we worked on a more consistent experience by sticking to the same UI patterns and making an easier transition from our interface to a third party.

Results

The results were remarkable. We noticed an improved success rate of 12% on card journeys and a reduction in time to completion by 40%. This result further proves that blending users’ needs with business goals helps to create successful products.

Role

Senior Product Designer - payments

Methods

• Survey

• Competitive analysis

• Empathy Mapping

• Customer Journey Mapping

• Workshops

• User flow

• Low-fidelity designs

• Prototypes

• User testing - Focus group | AB testing

Tools

Figma, Maze, Miro and Full Story

Case Study

View detailed case study here

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