Building a web portal experience so patrons can be reached them wherever they are.
Role: Product Manager
Background > Problem > Use Cases > Competitive Research > Site Map > User Flow > Wireframes > Final Key Features > Final Designs
Background
Everi, a leading provider of gaming and FinTech solutions, aims to provide white-labeled a web portal experience embedded in the casino properties' website. This case study accounts for the MVP version of the web portal.
Problem: Challenges in Expanding Digital Access & Engagement
Casinos need strong digital channels to meet consumer preferences.
There is a lack of omnichannel solutions for casino properties.
Although many people use mobile apps, there is also a group of users who do not.
There is a lack of a secure enrollment workflow outside of the mobile app.
90% of consumers
jump between
different devices
throughout their day
Business Use Cases: Expanding Digital Engagement & Revenue Opportunities
Expand user acquisition outside of the mobile app space.
Drive stickiness and engagement for casino guests
Create elevated digital experiences for guests
Existing operators can implement without a mobile app
Create upsell opportunities for the Mobile App
The findings from researching competitors' portals found that:
Most require a Player ID and PIN to sign in, but enrollment is only available in person, making access inconvenient.
Most web portals will display a user's tier status, balances, and benefits.
Most web portals will allow a user to only view their promotions, offers, and/or drawings.
Site Map
I designed a sitemap to organize key pages and improve navigation, making the web portal more user-friendly and efficient.
User Flow
Because the web portal has an enrollment that uses a third-party SDK to ID verify users, I worked with a Product Manager to come up with a user flow. There is a current limitation on how ID verification works on a desktop version. Therefore, a mobile hand-off will be required when a user goes through enrollment on the web portal. I worked with the PM to figure out a way on how to handle the hand-off part gracefully.
Wireframes: Laying Out Key Features
Initial wireframes include the idea of integrating the online gaming experience. Once the MVP has been further simplified and defined, I iterated on the design to display key features that are popular with users today.
Enrollment support
Multi-site is supported
Log into the web portal using their email and password
View My Account and point balances
View promotions, drawings and offers
CTA to download mobile app
Finalizing the Key Features For MVP:
Final Design and Thoughts
Reflection
Prioritizing key MVP features to avoid scope creep and maintain focus.
Co-designing with engineers fostered creative synergy, merging design and technical execution for user-focused solutions.
Keeping a user-centric approach aligned the team with users' needs, ensuring a unified and effective product development process.
