PALMS BET | OVERVIEW

Palms Bet is a trusted online platform offering diverse sports betting and thrilling casino experiences.
▪️ My Role: Product Designer (UX/UI)
▪️ Team Size: We were team of 4 Designers.
▪️ As part of the Scrum team and I was participating in sprint planning, daily meetings, refinement and retrospective.

New Registration Process

INTRODUCTION TO MY ROLE

As a Product designer who worked in the gambling industry, my main objective was to design an engaging and enjoyable user experience that will increase the conversion rates. However, I also prioritized Responsible Gambling to prevent potential adverse outcomes of gambling addiction.

When I was part of the development of the platform, I considered several key factors to ensure users have the best possible experience. This starts with comprehensive research on the target audience’s preferences and challenges. Armed with this information, I created an intuitive interface that is easy to navigate, complete with high-quality graphics and animations that enhance the platform’s visual appeal.

To keep users engaged, I incorporate gamification and personalize the experience based on individual user preferences and behaviour. I also included social features to foster a sense of community and encourage user retention. Additionally, I developed enticing loyalty program and rewards to encourage repeat usage.

REGISTRATION PROCESS

I will walk you through the Registration Process, a project I worked on during my time at Palms Bet that was both interesting and challenging. :)

New VS Old Registration Process - Mobile view

Old VS New Registration Process - Desktop view

REGISTRATION FORM - RESEARCH INSIGHTS & IMPACT

Behavior Tracking - Hotjar helped with providing us with real time insights through heatmaps, user session recordings and funnels. After having this information my team and I identified pain points, streamlined the registration flow and maded data-driven decisions! :)

As a first step we analyzed the data from the previous registration form.

The traffic funnel of the whole registration process:

Funnel of the previous registration process

Let’s dive deeper by analyzing the data step by step.

FIRST TO SECOND STEP - HUGE BOUNCE RATE

A lot of users reached the registration flow by a mistake - a big percentage of the users already have accounts. In this case, we can’t take the big bounce rate into consideration because it will mislead us. But we can consider making the registration landing page more engaging for potential customers, who leave before giving the brand a chance.

Previous registration process - First to second step

SECOND TO THIRD STEP - THE REAL DROP-OFF

Getting yourself to step 2 of the registration process means that you are not there by mistake and obviously you don’t have an account (also the username is available).

21.4% of the real potential customers leave the page because they faced difficulties and we failed to provide them with the necessary support.

Going through a lot of session recordings showed that the majority of them had issues understanding where the problem is and how to fulfill correctly one or more of the requirements.

Previous registration process - Second to third step

THIRD STEP TO PHONE VERIFICATION - IT’S GETTING WORSE

Reaching Step 3 means you have already invested enough time for you to just leave the registration. What makes the user leave after so much time?

This is the step in which the real registration is created by sending the data we collected to the back office.

We notices that not all of the data is validates during the fulfillment - some of the validations are done after you click the final “Registration” button which leads to a lot of confusion.

Previous registration process - Third step to Phone verification

PHONE VERIFICATION - FAKE ACCOUNTS BLOCKED

Big part of the 11.9% drop-off rate on the phone verification step was because of fake account creation attempts.

In the online casino field, there is a huge number of bonus abusers and even with a good KYC policy and processes you can’t fully stop them.

Previous registration process - Phone verification

HEATMAPS - EXCLUDE EVERY POSSIBLE DISTRACTION

A lot of unnecessary content was existing on the registration form.

Starting from the burger menu and ending with “Registration”button, even though you are already on the registration form (and yes, it was reloading the whole page).

This gives the user opportunity to make an unfortunate click on some other items which are not part of the process and be led out of the registration form.

Previous registration process - Heatmap - Mobile

SET THE GOALS

Setting up goals for the registration process involves defining clear objectives to guide the users effectively.

By establishing specific, measurable goals our team aligned efforts, track progress, and ultimately deliver a registration experience that meets user needs and business objectives.

Set the goals

OUR APPROACH - HOW WE ACHIEVE THESE GOALS

Reorganizing structure and adding hints (1)

Reorganizing structure and adding hints (2)

COMMUNICATION IMPROVEMENTS

Crafting error messages effectively is challenging due to the need for clarify and user-centric language while addressing a wide range of potential errors.

Here is some basic guidance what to take into consideration while creating the messages:

Communication Improvements - Error Messages

ATTENTIVE INTERACTIONS

We enhanced the error message animation to ensure that it’s more noticeable because many users were missing it previously.

This improvement aims to make error messages more prominent and help users quickly identify and address any issues during the registration process.

Error message

THE IMPACT

The Results are based on 3 months data track after the launch of the new Registration process.

Average time conversion: 6:40m -> 5:14m (-1:22)

Success rate (from step 2 to conversion): 40.3% -> 56.8% (+16.5%)

Overall conversion: 12.9% -> 20.2% (+7.3%)

Bounce rate: 87.1% -> 79.4% (-7.3%)

Phone verification: 88% -> 91.1% (+3.1%)

THE IMPACT - FINAL FUNNEL

Take a look at the funnel after the new registration process! :)

Funnel - Final Result

Mockup of the New Registration Process

Thank you for the spared time! :)

If you have any kind feedback, please get in touch with me!