Control Centre

888.com’s Safe Gambling Dashboard 

2020

Introduction

The control center dashboard is a major feature within 888.com’s roadmap. The dashboard reflects and monitors user gaming activity and allows the user easy access to safe gambling tools and information.

This is a “one-stop-shop” for reviewing data and taking an action accordingly.

The team

I collaborated with the PM on wireframes (UX) and created the UI design and prototypes.

Project duration

10 Months

The (double) problem

1

How do we educate users for safe gambling as they join and before it becomes a problem?

In recent years, the world of online gambling has come under increasingly stringent regulatory oversight. The regulation requires putting various restrictions on the user's gaming activity. Currently, users can create limitations for themselves but very few are doing so. Analytics revealed 1 out of 60 users may be a potential problem gambler. 888 initiate Interaction with 1.5% of the users who are “at-risk” of heavy gambling activity. 7.5% of the users self-exclude.

2

How do we maintain business profits despite the usage restrictions we encourage users to set?

User research

To evaluate who are the problem gamblers and understand their pain points, we conducted a gamblers type research. We learned problem gamblers may lose control on time and spending amounts.

Research methods

Listened to case studies presented by the support team

Read gambling addiction articles

Watched documentaries about compulsive gamblers

Attend public open meetings of anonymous gamblers to raise empathy 

Personas

We have defined 5 types of gamblers personas, each of which can become the next persona in line if its gambling behavior changes:

Gambler's type

Occasional Odette

Risk level

Low

How should we act

Educate

"Online gambling is fun but I can barely find the time to play”

Gambler's type

Regular Robert

Risk level

Medium

How should we act

Monitor

"Online gambling is one of my favorite activities!”

Gambler's type

Heavy Harry

Risk level

High

How should we act

Alert

"I’m not a gambling addict, I’m just having fun"

Gambler's type

Abusive Alex

Risk level

Very High

How should we act

Restrict

"I barely slept last night, tried to get my money back”

Gambler's type

Pathological Pam

Risk level

Critical

How should we act

Block

"I can't stop whether I win or lose"

The solution

Our findings pointed out that financial, time and engagement KPIs should be represented in the Control Centre dashboard. With the dashboard, we can help our users practice safe gambling. The Control Centre dashboard will allow them to monitor and better understand their gambling behavior.

Our high-level goals are for the dashboard to be

Effective

Help our users to be in control and at the same 
time, improve business revenue by reducing users 
that self-exclude due to overuse

Accessible

Today, finding the responsible gaming tools is not an easy task. Our goal is to make it easy and clear for the user to access

Reflective

Show users real data so they can decide whether 
and how they like to act

Appealing

Make it beautiful and pleasant to use, have a 
seamless experience with our gaming product’s UI

Personas.png

While working on the project, we had the personas glued on the wall in front us the whole time- to maintain empathy.

Process and concept evolution

We used the card sorting method to find the right hierarchy of dashboard components. First on mobile and then on desktop.

Card sorting allowed us to preform quick changes while better understanding business needs.

Mobile mockup evolution

One of the challenges we had was solving the desktops' dashboard access.

First, we tried an iFrame option but eventually came up with the "Desktop-right drawer" concept that gave us a future solution for other products and had very strong 2 advantages:

  1. The user can continue playing without the dashboard hiding the screen

  2. Save dev time as it takes most of the parameters from mobile

Mockup evolution-desktop-i-frame.jpg

iFrame option

Mockup evolution-desktop-right side.png

GAME AREA

Desktop-right drawer

Mockup evolution-desktop-hand sketch.jpg

The Control Centre sections

Activity

Is my time and money activity meeting expectations?
Put transparency first and build trust.

Clicking the “i” will open a tool tip with a short explanation and an option to read more.

Activity KPIs and tool tip.png
CC-last 7 days-mockup in smartphone -upp

Controls

How can I control my activities?

Gives the user a sense of control and empowerment.

 

Each control tool is OFF by default and becomes ON once the user activates it.

OFF

controls-OFF.png

ON

Controls - ON.png
CC-last 7 days-mockup in smartphone - co

Insights

Am I in a dangerous trend?

Insights types

Insigt-active days.png
Insights-deposits.png

Empty states

30-days-Active Days-empty state.png
insights empty state 02.png
Insights-whithdrawls.png
CC-last 7 days-mockup in smartphone - bu

Information

Learn more about the product itself and the world of Responsible Gaming in general.

Account Restrictions

What will I do if I lose control anyway?
Gives the user a sense of "escape route" if necessary.

CC-last 7 days-mockup in smartphone - 2

Product’s main features

In 888’s industry leading Control Centre dashboard, players can:

Open directly from a mini dashboard

The product contains 2 dashboards: Mini and full.


The “2 versions” concept was inspired by running apps that cooperate with a fitness watch.

Once logged in, the user can go to the “user area” to take actions like viewing balance, make a deposit, withdrawal and view current stats in the mini Control Centre. If the user would like to get more information, he can open the full dashboard from the mini.

The mini dashboard provides last 24 hrs statistics, when a user reaches the full dashboard it is out of conscious and proactive action, and not "by chance" as in the mini. Here the user pays more attention to details and interacts with the content.

In desktop, in addition to the mini dashboard, the user can also access the dashboard from an icon that is in the main game area header.

Transparently track deposits, withdrawals, winnings and more  

The Activity section allows the user to decide if his activity meets expectations (In terms of time and money).
 

Set proactive deposit limits 

The Controls section's Deposit Limits tool gives the user the ability to control his activity through positive limitations and inevitably gives him a sense of control and empowerment.

Set a Deposit Limit for the first time

Increase a Deposit Limit and enter pending state

Notice the progress bar in the mini dashboard (Last 24 Hours Stats) that is affected by the Deposit Limit use.

mini- Limit Resets - new Limit set.png

By the Control Centre state of mind, increasing an existing limit is an irresponsible action, therefor there’s a pending period until the new limit becomes available. The sand clock icon indicates the last change is on a pending period.

DL-panding.png

Set Notification Preferences

This Controls section's tool allows the user to set his promotional notification preferences. He can choose whether he want to receive email, SMS, post mail or none.

Set helpful reminders 

Set a reminder to keep track of how long you have been logged in.

Enable Withdrawal Protection

Reverse withdrawal may indicate a funding problem. We want to educate the user to awareness and if he knows there might be a problem, he can disable this option.

Gain insights into behavioral trends 

The Insights section allows the user to decide if he is on a dangerous trend by reviewing his activity, deposits, and withdrawals in the last days.

Clicking the “i” will open a tool tip with a short explanation about the insight purpose and an option to read more.
 

Access safer gambling tips, FAQs & other useful information

In the Information section, the user can learn more 
about the product itself and about the world of responsible 
gaming.

Take restrictions if necessary

If the user feels he needs a longer pause, he can do so with the “Take a break” or “Self-Exclude”. Once using these tools, the user logs out automatically and won’t be able to login by the end of the requested pause time.

Take a break

Self-Exclude

User Testing

We interviewed 6 of our crowd audience users and made significant changes based on their feedback.

Unclear Deposit Limits usage 

Before

DL-before.png

Users referred to the highlighted amount as to “how much they got left”, although it was how much they have already used.

After

DL-after.png

We changed the meaning of the highlighted amount to be as they thought it was and in addition, added an explanatory text regarding the limit amount. 

Unclear terminology #1

Before

Reality Check-off.png

Reality Check was not clear and users misunderstood it's meaning.

After

Time Spent Reminder-off.png

We changed it to “Time Spent Reminder” 

Unclear terminology #2

Before

Information_Protips-Learn more-before.pn
  • “ProTips” were misunderstood as tips for better gambling as opposed to the intended meaning of “Safe Gambling Tips”

  • "Learn More" was ambiguous, testers didn’t know what is there more to learn

After

Information_Safe-gambling tips-Useful li
  • Once changed to “Safe Gambling Tips”, 3 remaining testers understood it perfectly

  • We changed it to "Learn More" to “Useful Links” to make it clearer

Quotes

Ayo.png

Safe gambling tips to bail out.

I think it’s important.

It's basic but looks futuristic, it exited me.

Ayo B.

mohammed_edited.jpg

This is a god sent app to me because it tells you when to stop. It's top nosh and easy to use.

Mohammed A.

Nathan.png

I do appreciate a good little insight. Good way of seeing my spending and withdrawing activity.

Nathan M.

Control Centre post-launch statistics

26%

of the users who opened user area, opened the full 
Control Centre through the mini Control Centre

50%

of the users revisited the Control Centre, which 
means it is highly useful

21%

of the users acted: set a Deposit Limit, took a 
break of self-exclude

-2.1%

Revenue decrease which we hope will pay off over time in lifetime value

What is next

Gradually adding users and markets: The Control Centre was soft launched in our Casino and Sport products, in a few markets and to 20% of our users as a test group 

Personalization: In the MVP, the personalization is reflected in the KPIs but in the future, the experience will be customize  per each member’s needs and profile

More controls: in the MVP, the Control Centre launched with only some of the controls, the rest will be added later

Takeaways

Testing tools and timing is critical

We had a firm deadline to launch the MVP by Nov. 2020 and planed for first user testing on March 2020 but due to Covid implications we had many delays and ended up preforming usability tests later than expected and after it moved to development. No doubt if we were able to test it earlier it would have optimized and shortened the process, allowing us a second stage of user testing after implementing the first testing feedback. 
We conducted user testing with User Zoom. I first became acquainted with the company's amazing tool for remote user testing which is highly effective especially in Covid times.