How we helped a UAE-based real-money gaming business design their UX & UI and make a MarTech & CommsTech Strategy to optimize their conversion rates & marketing spends.

How we helped a UAE-based real-money gaming business design their UX & UI and make a MarTech & CommsTech Strategy to optimize their conversion rates & marketing spends.

Client

About the Client

About the Client

Boom is a transformational project of a Large Conglomerate with 45+ years of experience and strong partnerships in the UAE. Through their draws, raffles and gaming product they aspires to touch 2.5 Billion Lives, make more winners, contribute more to good causes and projects that can change the future.

Website: https://winboom.com/

Opportunity

The management team wanted to build a product with world-class user experience and interface. The goal was to plan for the product and tech infrastructure in a manner that is highly scalable and sustainable.

How we helped a UAE-based real-money gaming business design their UX & UI and make a MarTech & CommsTech Strategy to optimize their conversion rates & marketing spends.

Project Timeline

August 2021 - October 2021

Project Title

How we helped a UAE-based real-money gaming business design their UX & UI and make a MarTech & CommsTech Strategy to optimize their conversion rates & marketing spends.

Approach and Findings

Team interactions to identify areas of improvement:

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.

Competitor Benchmarking:

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.

User Experience Design:

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.

MarTech & CommsTech Strategy:

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.

Work Done

Our approach was to create the best-in-class user journeys and user interface, keeping in mind the target audience and user behavior along with a marketing and communications tech universe that could be deeply integrated, act as a strong enabler to deliver results, and is scalable.

We delivered the project the following during the project:

  • 1. User journey benchmarking across competitor and cross-industry best practices
  • 2. User Journey Workflows
  • 3. User interface screens that were optimally designed screens considerate of user behavior, ease of understanding, and requisite functionality
  • 4. App & website content optimisation
  • 5. MarTech & CommsTech tools benchmarking
  • 6. MarTech & CommsTech universe (current and future)

Outcome

Boom is now ready for a massive launch with strong product reliability and scalability. The final outcome of the project was highly appreciated by the board members. We are all now geared up for the launch of the product and see it to success.

Frameworks used in the project

Effective Systems & Processes Framework

  • - User & Customer Journey
  • - Benchmarking Surveys
  • - System & Tool Benchmarking

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