Explore Feature
New innovation feature for 888 casino app, casino like never before!
I led the design process from start to finish for this feature, working closely with the product manager and stakeholders. From initial idea to MVP, I handled everything: research, wireframing, full mocks, user testing, insights and finalizing.
Background & Research
Problem Statement:
With over 3000+ games in our gaming catalog, 888 is known to have an industry leading casino platform. But with so many choices making the right one can become troublesome …. And more added every month!
Solution: Engaging
Video Feeds
Platforms with lots of content need a smart way to organize it for users! Video feeds make it quick to go through content with a simple swipe. They are also perfect for algorithmic content since it lowers the price of being wrong!
Motivation
-
Improve the content: Art style, Themes, Animations
-
Industry trend: Products that aren't necessarily social are starting to include full-size videos in their products
-
Price of being wrong lowered: ability to swipe through content faster increases
hit rating of recommendations -
Increase brand awareness: Research showed that 888 isn’t known to be famous for 1 thing
Personalized recommendations:
Game Recommendations have become essential for Game Discovery! But even with several layers of recommendations
we still have challenges like:
Exposing the user to totally new content (Taste loop).
Content Duplication
Field research
We typically think of video feeds in apps like Instagram and etc. Nut even platforms like Spotify, Pinterest, and Amazon now feature them."
Innovation
Innovation leaders in the gaming industry. No other gaming product has a feature like ours.
Age Group
Overlapping of 888 users and TikTok by age. We can conclude that our audience is used to navigating videos in that way.
From first prototype to user testing
First prototype
Was a video prototype that help us understand the concept and to be able to sell it to the stakeholders. I created this in 2 days.
2 prototypes:
I created 2 different prototypes: 1 was full concept of video feed, and the other was a feature inside the exciting app.
V1 Full prototype
V2 Hybrid (feature)
2 prototypes were tested in person
In a Moderated test in the London offices. A total of 9 users were tested, each test took about an hour.
Test summary
Some of the users liked the swiping and even were excited about it, and some didn't like it so much. The users who didn't like it, were users who like to see a variety of games together.
Those users said that they will use this feature as a way to discover new games. most of the users that liked the V2, still said that it was too loud and that they preferred the clean appearance of the V1
conclusion: We will take the Best of Both Worlds
The problems & the solution
How will users discover the Explore page?
In the test, most users did not find the explore page by themselves.- We must have an attractive and clear components on the other pages that will lead the user to the Explore page.
What is the extra value of the Explore?
If a user arrives through the home page,
it gives him an extra step on the way to the game
Instead of a video of a specific game it shows a video of a subcategory.
Each subcategory will be a separate tab in the Explore. Subcategory can be Jackpot, Fish, and any other popular subcategory we want.
“for you” - User preferences content.
Final MVP
First time user login with the new feature
After a user begins to scroll a mysterious tooltip opens along with a flashing green light. If the user clicks on the screen the tooltip disappear but the green light stays until the user clicks on explore
First time on the Explore page
Most users know how to swipe, for those who don't, we've made a simple onboarding.
Feature appearance
If the user clicks ”explore” it takes him to the ‘for you” tab. clicking on thr subcategory will lead directly to the subcategory tab
Users never run out of games to explore.
Every time the videos in the subcategory run out, the explore change automatically to the For You tab.
Saved game
The user can save a game and it will appear in his profile. first time a tooltip appears
Final MVP user testing
Ten users were tested through user testing.
-
All the users understood what Explore is and make the connection to TikTok and etc.
-
All users knew to scroll the page to see more games
-
Most of the users saw the component on the home page at first sight
-
users liked the "for you" tab because they like personalized content
How likely are you to use the Explore page?
