Caesars Account Total Balance
Project Overview
The goal of this project is to make the total funds in a sportsbook account easier to understand. Many players, even seasoned ones, have trouble figuring out how much money is available in their account to play and how much is locked due to state legal issues or bonusing campaign restrictions.
The sportsbook and iGaming industry face several challenges that complicate players' ability to manage their available balance. These challenges include the complexities of bonusing campaigns, which often come with intricate wagering terms, and varying legal requirements that differ from state to state.
My Role / Team
The project team operated within the framework of Agile methodology. Reporting to the Product Owner, along with input from key stakeholder. Guided by a Product Manager, our multidisciplinary team included front-end and back-end developers, a QA Engineer, a Scrum Master, and myself as the UX Designer.
My role encompassed diverse responsibilities, ranging from conducting competitive analysis, to presenting a range of design options. Throughout the design phase, I crafted numerous prototypes. Additionally, I conducted internal usability testing and provided guidance to the development team leading up to the release.
The Work / Discovery
Numerous research efforts have explored the complexities of bonusing requirements and the various funding options, including Caesars Rewards points and other rewards like Free Bets and Bonus Boosts.
The teams of researchers conducting these studies unanimously agree that the challenges of Sportsbook funding are complex, and will likely remain so. What we can do, is implement visual improvements to financial breakdowns and simplify the marketing and legal language.
The Work / Design
During the design phase, I explored several different data visualization options and reviewed them with stakeholders, as well as our engineering and product leads, to settle on the most viable choice.
Several of the top options were user-tested both internally with our team members and with customers through unmoderated user testing on the UserTesting.com platform. Both user tests and technical analysis by our agile team helped us determine the best option.
Result
User tests have concluded that players have a greater understanding of their total balance breakdown when presented with data visualizations. 100% of the players who tested with us indicated they struggle to understand the current sportsbook balance format.
80% of those tested successfully understood and described how the balance is broken down when using the visual data presentation.