We had interactions with the tech team to understand the current journeys for user onboarding, game play, deposit and withdrawals, etc. to identify opportunities for improvement.

We started benchmarking the best practices for each user journey across sectors like e-commerce, gaming, and banking, and adapted the same to suit the needs of a real money gaming user. Based on the benchmarking, we interacted with the tech team to understand development side challenges, and with the key stakeholders to set expectations.

After finalising the new user journeys, we started our interactions with the product design team to finalise the design of each user screen viz. display of information, functionalities and interactions at each screen. We also kept in mind the adaptability of these screens to different screen sizes.

Now that the user journey and experience were finalized, we shifted our focus to deciding the MarTech and CommsTech universe. We studied multiple tools such as Clevertap, Webengage, Appsflyer, Branch, Twillio Segment, Treasure Data, Salesforce Interaction Studio, Blotout, Freshdesk, Ameyo, Zoho Desk for different functions such as attrition, retention, centralised data platform (CDPs), customer support, cloud telephony, etc. We decided on a Martech & CommsTech universe after a detailed study of the functionalities and capabilities of the tools, the cost of the tool, and skill availability.