ROLE
Senior Product Designer at Entain

TASK
At Entain I used the core design thinking techniques discover, define, ideate, prototype and test and lean UX when designing for the new sign-up form with secure identity verification on their suite of native mobile apps for iOS and Android including Neds, Ladbrokes and TAB. I performed a UX analysis of the legacy form, mapped the user journey and gathered requirements from stakeholders to identify existing pain points and insights to be addressed in the new design.

CURRENT EXPERIENCE
Analysing the data uncovered there was a high drop off rate during form data capture when users were required to provide personal details and that the end to end journey took a long time to complete. The hypotheses was that they were not informed of the information required upfront and that at times the experience was disjointed when connecting to 3rd party identity verification services. From the hypothesis I created variations of concepts and prototypes to test with stakeholders and external users to test with upfront guidance information and more cohesive experience to 3rd party services and native mobile interaction patterns to gain feedback and form a design direction to be built by the iOS and Android development teams.  

PROPOSED SOLUTION
The end UX design removed the barriers from the legacy form and was a more trusted, cohesive and seamless. The design had a consistent omni channel experience with the websites and was adaptable as a white label app to multiple Entain brands and theming resulting in more efficient development timelines. I used native design components that I added to the Entain design system to be reused for rapid prototyping and feature design.