Case Study: Enhancing the Entain coin economy feature for select partners

Project Overview

Role: Lead Product Designer.
Product: Ladbucks, a free-to-play coin economy.
Objective: Enhance Entain’s coin economy, to build on the free-to-play propositions; retaining customers through daily reasons to visit, and convert  free play customer to real play ones. 

Research Phase

Competitive Analysis

• Objective: Research free play and reward solutions.
• Method: Analyzed features on competitors websites.
• Outcome: An overview on current existing implementations and best practise.

 Design Phase

User Journey Mapping

• Objective: Visualize the user experience from start to finish.
• Method: Explored and mapped out user journeys.
• Outcome: Identified key touchpoints and potential pain points, define MVP and phase 2 features.

Wireframing

• Objective: Create component based wireframes, with Design System assets where required, while utilising variables to outline the new design.
• Tools Used: Figma.
• Process: Created variable sets, component and style based wireframes for key screens like  Collect, Shop, Arcade and History.
• Outcome: Delivered a full set of screens for every use case.

Usertesting

• Objective: Set up a usertest to:

1. Identify usability issues
2. Validate design decisions
3. Gain insights

• Tools Used: Usertesting.com
• Process: I wrote a test script, created a prototype for the specific test, and then ran it to 5 testers that met gaming screeners.
• Outcome: Based on user feedback, some screens where iterated for optimal usability.

UI design

• Objective: Liasing with brand and creative teams, mapping figma design system library assets like typography, color styles, spacing etc. 
• Tools Used: Figma.
• Outcome: A UI framework that is easy to rebrand and reconfigure, suitable for rollout across the Entain network. The image below shows a fraction of the screens as example.

High-Fidelity Prototypes

• Objective: Create high-fidelity interactive prototypes for final design.
• Tools Used: Figma.
• Process: 

1. Designed high-fidelity prototypes incorporating UI branded frames.
2. Highlight animations.
3. Collaborating with the animation team, supplying prototype screens as video assets.

• Outcome: Prototypes were well-received in user testing, with positive feedback on the new features.

Collaboration with Developers

• Objective: Ensure smooth handoff and implementation of designs.
• Method: Regular meetings and design reviews with the development team, tools used: JIRA and MS office suite.
• Outcome: Addressed technical constraints and made necessary design adjustments.

Testing Phase

QA Testing

• Objective: Find bugs and fix them.
• Method: Cross device testing.
• Outcome: Bug free UX.

Launch and Post-Launch

Launch

• Objective: Successfully launch the updated webpages when TV ads are live..
• Method: Brand marketing teams created a large campaign, including a tv ad.
• Outcome: The launch was a huge success. See the BA screen grab below.