Challenge: As a result of Covid-19 and modernization attempts at casinos, IGT was shifting towards a CASHLESS program for casino systems. While casinos were planning for cashless implementation prior to 2020- the pandemic increased the speed at which this was required.
We also have multiple pieces of software - the software for the end user (the casino customer interface), the casino (management software), and internal Customer support software (health of the system, etc). We had to research each of these pieces independently - as they all had separate needs.
User Problem: The problem that we were addressing for users was that it can be expensive to fund games utilizing an ATM on property. These ATM’s historically cost between $5-$30 per transaction. Users were leaving casinos to look for cheaper funding methods, or just ending their gaming and leaving.
Casinos also had the added benefit of those who fund via cashless traditionally increase spend due to the lower transaction fee on the ATM.
Process:
My role in this project had multiple steps:
Identify core casino customers (personas) to call out the core groups that are utilizing cashless systems
Illustrate the journeys of these personas (user journey maps)
Conduct Usability Testing on existing CASHLESS software with paying casino customers (in a casino environment)
Compare our products to the offerings from competitors (competitive analysis)
Make strategic recommendations for the business for existing software and missed areas within the business.
Direct the design of completion of the project.
Personas
Method:
In order to collect information about core customers of casinos, I teamed up with our marketing research team. I compiled findings from one year’s worth of data via surveys, user testing, focus groups, etc. I also interviewed key stakeholders within the company who work 1:1 with casino customers. I also helped to inform focus groups regarding cashless and casino gaming. All of this information was then converted to core customer demographics, gaming information, personal life, etc. to capture 6 core casino personas. By creating these personas, we can better envision the actions of our customers.
For our internal facing software, we created personas based on the core employees and their positions. We met with them several times over a number of years to learn about challenges that they had (such as using multiple pieces of software to complete one journey task) and missing pieces that they needed the software to be able to complete.
User Journey Map
A page from the user journey map of a core persona representative.
Method:
After gathering information from key stakeholders, I mapped out a “typical” journey for each core persona. I utilized Real journeys from each persona, and utilized actual comments from customers.
Usability Testing
A readout page from the internal software remote usability testing report.
Method:
We had a number of Cashless products already in development while we were working on the final project. We took those pieces of software and partnered with local casinos to test the cashless prototypes with actual paying customers.
We split the sessions up by software type and then optimized in an Agile methodology. Once completion of the software was at a point that all pieces were in a good spot, we tested the end-to end experience - from connecting your phone to the machine, uploading and downloading funds into a slot machine, contacting CS when there is an issue, etc.
One of the main challenges that we found was the connectivity in casinos was not the best. Several optimization projects with casino tech was upgraded during this time. Sometimes outside factors can interfere with what you are testing. But - it’s better to see this in testing than to experience it with all customer while live.
Since IGT was also building out the internal piece of software for our tech call center, we performed remote usability testing with them.
Competitive Analysis
image from IGT - https://www.igt.com/-/media/805ce0c5ff6940bb99e3a61faf50e5e6.ashx
I did not design this screen, but I did test this specific piece of software
Final Designs
While I am unable to share any of the final designs (due to privacy and legal requirements), I can describe the software that we designed, and some of the key points & UX changes.
We created a holistic cashless app for the customer to connect to a slot machine - It had a digital wallet where the user can upload funds into a machine, and push funds back to the digital wallet.
We created software for the casinos to manage the cashless relationship.
We created software for the tech Customer Call Center to assist with cashless challenges and funding issues. One of the UX challenges that we found was that the IA (information architecture) or layout that was originally planned for their core software was a bit disjointed. You had to remember or write down customer information because the system didn’t retain it. We worked with the development team to improve the carry-through of customer data through different user flows, and this challenge was resolved.
A second challenge was that this specific user has multiple software systems (all from IGT) that do not speak to each other. So - a user might have to type in the same information across multiple pieces of software to complete a task. This meant combining certain items into less pieces of software (with the intention of eventually reducing as much as possible).