Coral is top UK sports betting and gambling brand established in 1926 with around 1,845 shops across the country and thousands of players.

my role in project:

idea, UI, UX, prototyping, hand-off

My role in project : idea , design , prototyping , hand-off , track results

problem-01-01

challenge

• missing in-house made gamification system with multilevel promotion

• increase engagement and loyalty to brand

uplift across KPIs: turnover, deposit amount, NGR

idea-01

idea

Analysing possible solutions on our platform from business, developer and marketing point of view, idea was to build similar gamification system like Treasure Boxes in Dualingo

solution-01

solution

Pick a Box is multilevel promotion system with daily and weekly goals where at the end of the week Treasure Room opens with chests containing prizes like Free Spins, Cash and Wager Bonus

user journey

(opens in new tab)

The design explained: key factors

points_icon

points

Each user earn points by playing games around the site.

keys_icon

keys

User gain key after playing at least one game every day.

timer_icon

timer

Time limited offer, Treasure Room with prizes opens every last day of the week.

treasure_icon

prizes

Each treasure box contain prize like Free Spins, Wager Bonus or Cash

high fidelity

prototype

high fidelity

prototype

Using Flinto tool I made several versions of prototypes

for all teams involved (stakeholders, developers, marketing) for

easier understanding of general idea and

showing animations and interactions

Using Flinto tool I made prototype of a feature for all teams involved (stakeholders, developers, marketing) for easier understanding of general idea.

(Only iOs, Flinto preview app needed)

Flinto source file here

example screens and interactions

M_P_02_mobile_popup_access_point
ezgif.com-gif-maker
M_P_06_mobile_log_in_screen_closed_accordions
welcome_screen
M_P_14_mobile_pick_a_box_lobby_2_keys
ezgif.com-gif-maker (1)
bonus_opened
M_P_21_mobile_general_error_message

(opens in new tab)

hand-off

Developers guidelines

Full document here (.pdf)

Developers guidelines

Full document here (.pdf)

Developers team assets 

Full design preview here

Full screens preview in Zeplin here

user testing

general score 8.4/10

The concept was amongst the highest rating for the Planning Session Q3 candidates of company concepts and feel it’s a great incentive that draws them in.

The concept was amongst the highest rating for the Planning Session Q3 candidates of company concepts and feel it’s a great incentive that draws them in.

Some comments from test

Sounds like a good game to me and something I would be interested in”

It’s good though I’m liking it, I’ve been on Bet365 and you needed a MENSA membership to understand what was going on”

Very easy. I like it. Self explanatory. Ease of use is a massive thing to me and I’ve not been stumped. It’s just so easy to use”

afterwards

After getting proof of concept stakeholders decided to expand this feature on other brand.

Below customization for Ladbrokes, one of leading betting brands in UK.

After getting proof of concept stakeholders decided to expand this approach on different brands of company.

Below customization for PartyCasino brand, one of leading casino brand in Europe.

pick_a_box_ladbrokes_preview

next project

next project

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Subpage which maximise screen real estate and allow a certain customisation level of the content displayed per user group and per label with progressive content loading while scrolling

Subpage which maximise screen real estate and allow a certain customisation level of the content displayed per user group and per label with progressive content loading while scrolling

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