Introduction

A structured Usability Audit of Betano's registration process provided insights into specific usability challenges and friction points. I also designed a Micro-Survey shared on platforms like Facebook Groups, Quora, and Reddit, gathering user input on verification delays, privacy concerns, and technical issues.Key methods included a Review Analysis of Google Play feedback, highlighting issues like slow verification and unclear instructions, and a Competitive Analysis of platforms like DraftKings, FanDuel, Bet365, and 888sport, which set benchmarks for best practices.
This assessment was part of the hiring process for a Senior Product Designer role, leading to my hiring.

Risk Assessment

This assessment identifies key risks, evaluates their potential impact, and proposes mitigation strategies to ensure the project's success.

Risk Category Description Potential Impact Likelihood Mitigation Strategy How Identified
Inconsistent Prioritization Different teams prioritize features differently, leading to misalignment in product releases. Delayed product launches, reduced product quality, decreased team productivity. High Implement a standardized prioritization framework across all teams to ensure alignment and consistency. Identified through feedback from product managers during user interviews.
Dispersed Feedback Channels Customer feedback is scattered across different tools, making it difficult to track and analyze. Missed insights, reduced customer satisfaction, slower product improvements. Medium Develop a centralized feedback repository that integrates with existing tools to streamline feedback collection and analysis. Identified from user feedback and analysis of current processes.
Manual Roadmap Updates Frequent manual updates to roadmaps cause inefficiencies and inconsistencies. Increased workload, errors in communication, misaligned expectations. Medium Introduce an automated feature for updating roadmaps to ensure consistency and reduce manual effort. Highlighted by product managers as a recurring pain point during usability testing.
Siloed Teams Lack of cross-functional visibility and collaboration leads to siloed decision-making. Sub-optimal product launches, decreased organizational efficiency, poor team morale. Medium Enhance cross-team communication by providing tools that offer real-time visibility into project status and product roadmaps. Identified through user interviews and observed during collaborative sessions.

Current Registration Flow

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Optimized Usability Analysis

Onboarding improvements

Current Strengths

  • Localized accessibility: The app immediately checks if betting is allowed in the user’s location, which is a thoughtful, compliance-focused first step.
  • Feature introductions: Onboarding screens effectively introduce key features like "My Live," which allows personalized homepage configuration, and “SpeedBet,” enabling bets in seconds.
  • Interactive features: The onboarding highlights unique options, such as the ability to shake the phone to clear balances or move icons. This showcases the app’s functionality creatively.

Recommendations

  • Simplify Messaging: Streamline content by consolidating similar information (e.g., combining sports betting and SpeedBet into one screen) to make it quicker and easier to follow.
  • Font Size & Visibility: Increase font size, especially on the onboarding screens, to improve readability and accessibility for all users.
  • Preparation for Verification: Introduce the required documents upfront in the onboarding, so users know what to have ready, minimizing interruptions during registration.

Estimated impact

  • Expected to reduce onboarding drop-offs by 10%.
  • Making onboarding more accessible and preparing users early can reduce cognitive load, enhancing the first impression (source: Nielsen Norman Group).

Registration Process Optimization

Current Strengths

  • Autocomplete Functionality: Email and address fields use autocomplete, making the input process faster and reducing errors.
  • Dynamic Character Limit Feedback: Username character limits are enforced, though feedback during typing could further improve usability.

Recommendations

  • Document Requirements Display: At the start of registration, show a checklist of required documents (e.g., passport, NIF) to avoid last-minute surprises.
  • Expanded Autocomplete: Extend autocomplete to other fields like the first name and last name for a more streamlined experience.
  • Immediate Validation Feedback: For address fields and other complex fields, provide real-time validation feedback to help users correct errors instantly.

Estimated impact

  • Anticipated to increase registration completion rates by 15%.
  • Clear guidance and improved feedback help reduce form errors, improving the user experience during registration (source: Baymard Institute).
Read complete usability analysis

Flow Diagram for Improved Registration Process

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Kaizen Gaming

Senior Product Designer Offer

Kaizen Gaming team is excited to formally offer you the position of Senior Product Designer, as
part of the Account & Payments department.

We hope that we will be soon welcoming you to our team!

Research Findings

If you want to explore my research for this assessment, you can check out each section below.

Review Analysis

Analyzed user reviews on app stores (Google Play and Apple App Store) to gather insights on user experiences with registration processes on Betano and similar apps.
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Competitive Analysis

Conducted a competitive analysis of other popular online gambling apps like DraftKings, FanDuel, PokerStars, Bet365, and 888sport.
Learn more

Data Visualization

Dashboard presenting insights gathered from the survey, aiming to reach users familiar with Betano's registration experience.
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Micro-Survey Updating soon

Created a survey targeting users familiar with Betano or similar online gambling apps and posted on Facebook Groups, Quora, Reddit, and others.

Usability Audit Updating soon

Detailed usability audit, evaluating user challenges, friction points, and opportunities for improvement through a cognitive walkthrough and heuristic analysis.

Recommendations Updating soon

A set of research-based recommendations to improve registration and verification process, focusing on user experience, privacy, and technical stability.
A/B Testing (Hypothetical)
  • If I had more access to the live product or had more time to create a complete prototype, I would conduct A/B testing to measure the effectiveness of different registration flow variations.
  • Testing layout changes, form field arrangements, or alternative verification processes could reveal which variations lead to higher completion rates, helping to optimize the design based on measurable outcomes.

Optimized Registration Flow

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Work impact

This assessment was a way to demonstrate my skills in UX research, usability analysis, and problem-solving by reviewing the Betano registration process, analyzing competitors, and gathering user feedback to indicate problems and clearly suggest improvements.

It was prepared with the objective of showing how I approach challenges in user experience, think through it critically, and transform research into workable recommendations. The structured analysis and practical suggestions helped prove my capability of assessing digital products and communicating insights accordingly. This assessment played a key role in my hiring.

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