Solution
The business solution
TribalScale took an iterative approach for BetMGM’s application redesign. Driving brand awareness, increasing conversion, and improving the application’s user experience were tenets in our engagement strategy with BetMGM.
COMPETITIVE ANALYSIS
To go above and beyond competitors, we first had to understand what it was people enjoyed when it came to using alternatives to BetMGM. Part of the experience that users loved so much on alternatives, was how easy it was to complete a flow of: finding a game, and placing their bet. We leveraged qualitative research to understand how competitors set up their user interface to drive conversion.
HIGH-FIDELITY WIREFRAMING
As BetMGM was new to the space, ensuring consistency between sports betting and the casino experience was of paramount importance for the engagement. As the casino-end of the business for BetMGM was important too, our designs were iterative and we utilized card sorting, and usability testing to ensure content for the casino experience was still: navigable, findable, intuitive, and delightful.
USABILITY TESTING
Each iteration followed up onto a usability test where we had users test out crucial tasks. We had improved the application’s sentiment from a first view and had decreased original time-on-task for each flow.
