Grosvenor Casinos Sportsbook:
Web Redesign
Goal:
To completely reinvent the GrosvenorCasinos.com sportsbook and become the industry leader by offering a seamless, intuitive, and engaging experience that sets a new standard in sports betting by delighting and anticipating user needs.
Role:
Principal Product Designer
User Researcher
Discovery.
Surveys:
I screened for participants from 4 distinct groups of users, those who fell into the categories of: Grosvenor Casinos sports punters, Grosvenor Casinos slots/live/poker betters, and the same format for non Grosvenor Casinos users.
Competitor Analysis:
These surveys informed the decisions I made in the initial design concepts. I could also ascertain which were the favoured competitors and why and find inspiration from that feedback.
UI + UX Design Strategies.
UI:
I decided to strip the UI down to a simple blend of slick and modern greys with a few accent colours. Several colour options were tested and the teal on grey was the clear user favourite. It also scored highest in accessibility testing. The font chosen is a Google font that also works for print, providing cohesion between the brick-and-mortar venues with digital, and is a popular choice among high-visibility online platforms. The success of these tests has gained the attention of other department stakeholders and it was decided upon that this UI will become the new brand guide for the entirety of Grosvenor Casinos, from the casino side of the site to the venues and marketing application.
UX:
I designed each component to be device responsive, and through unmoderated usability testing learned how users experienced navigating the newly designed pages. Could they find their favourite sport easily and place a bet with the least amount of friction? Was the content clear, and were the font choices, sizes and colours accessible? Was anything overwhelming? How could we better personalise the experience? The insights gathered from users guided our iterative design decisions.
Previous v Updated Design.
Responsive Design.
Collaboration.
Sports betting is complex. It’s taken close collaboration with developers, Product Managers, and Business Analysts. We’ve worked closely from the earliest concepts of the project. Back-end developers influencing the design decisions by guiding us as to what would not make the site have slow load time from the vast amounts of data being pulled in to the pages, for example.
A regular meeting cadence with stakeholders ensured buy-in at each stage, as we explained design rationale and discussed user feedback, as well as technical capabilities, to create an outstanding product. I held regular design demos with front-end developers to maintain design integrity. Monthly presentations with the CEO and execs kept them informed of progress—and, well, kept them really happy!
Visit Grosvenor Casinos Sportsbook: www.grosvenorcasinos.com/sport
(Hint, there’s a little, near invisible X at the top right of the country block screen that you can tap/click to allow you in)
