top of page
Betway
Forgot login details
Experience pre-game and in-play sports betting markets, the latest casino games and more.
Challenge
Project Challenge
Improve the user experience to increase customer retention-conversation rates. Align the user interface with the brand.Introduce One-time passcode and preferred method to reset or retrieve login details.
My Role
Research, interviews, competitive analysis, ideation, sketching, prototyping, testing and validation.
Old solution
Business Perspective
To narrow down the most relevant issues I conducted stakeholders interviews to understand the requirements as I believe it’s important to get these information early on in the process,
• 30% of users don't complete the process.
• One-time passcode needs to be introduced for additional security.
• The reset password page should not open outside of the App.
• Option for users to retrieve their username.
• Option for users with multiple accounts to choose their preferred one.
User Interviews
After gathering insights from the business and a couple of brainstormings, I needed to get users’ perspectives.
They want to reset their password but they have more than one account.
They want to retrieve their username but there is no option.
They want to be able to choose how to reset their password.
They want to stay logged in once they reset their password
Users Insights
In addition, following my conversations with the our users, I considered recommendations for the product:
• Copy is quite long and confusing.
• In line validation push the CTA below the fold
• UI is quite outdated.
• Primary CTA doesn't stand out.
• CTA looks washed out and not in line with the brand
Personas
I created two user personas to help lead the rest of my process based on real users.
About
Marco likes to play Casino games by taking advantage of available promotions and offers but many times he forgets his password and has to reset it.
Pain Points
• The page to reset his password opens outside of the App.
• Once he reset his password, he had to login to the App manually.
Goal
• Stay within the App throughout the process.
• Logged in automatically once the password has been reseted.
About
Anna likes to place bets on sports events and she has many accounts with betting companies, but many times she forgets her username.
Pain Points
• There is no visible option to retrieve her username.
• She needs to request to reset her password in order to receive her username via email.
Goal
• Have a clear and visible option to retrieve her username.
• Have more than one option to retrieve her username.
Stories & Scenarios
Number of stories and scenarios to define users problems and audience goals.
Marco likes to play Casino games but many times he forgets his password.
Anna is interested in sports events but she occasionally forgets her username.
Dan hasn't logged in to his account for a long time and he needs to reset his password but his email account is blocked.
Megan's account is blocked and she needs to reset her password.
Competitors
Creating familiarity can be helpful to make users ready when they experience our product for the first time. Knowing where to find key actions, using standardized gestures, and structuring content in a way that is familiar to consume gives them the feeling of control and safety to navigate with confidence and manage issues by themselves.
Userflow
The main point of the flow is to ensure that the functionality is always visible to the user, but not in an obstructive way.
Process
Competitors
Design
Design Iterations
My goal was to create a simple, informative, and reliable experience that would empower the users with peace of mind that they can reset their password or retrieve their username.
Validating the Designs
It should not become just a one-time delivery. It should be iterated by considering usability tests, A/B tests, and other in-depth surveys with the user to improve the initial version.
I wanted to validate my assumptions that would determine the product strategy. Before I worked on more detailed design, I needed to understand if we were on the right track.
Solution
Solution & Key Features
• One-time passcode has been introduced for additional security.
• Available method for users to retrieve their username.
• Users with multiple accounts can now choose their preferred one.
• Copy has been reduced.
• Two methods available for users to reset their password
• CTA inline with the brand.
• Inline validation will appear once users interact with the input field.
• Users won't have to leave the App to reset their password.
• Once successfully complete the process, users will be automatically logged in.
• UI inline with the brand and consistent with other functionalities available.
Takeaways
Design systematically was also part of my growing path in this project. First, because introducing new features doesn’t mean simply adding a line or an icon to the UI, that’s why the tough question of “What’s more important than what” helped us to prioritise what was relevant for users in a specific context and define logics behind even before the UI was thought out.Second, reusing or improving components from our Design System - already tested, accessible or flexible - played a huge role.
Takeaways
Case Studies
bottom of page