The first client project we had in the Digital Concept Development program was for Danske Spil in collaboration with Noa Ignite.
The task was to promote healthy gambling habits, and we were to develop a concept for how to prevent gambling addiction.
To determine which initiatives were needed, we started with desk research to identify typical players. We found that they are typically young men. Therefore, we began reading about the target group and created a survey, which we sent to the men we know who have tried online gambling. Based on our research, we narrowed the target group to young men aged 25–35, as this age group is often tech-savvy, active on digital platforms, and has a disposable income that enables participation in online gambling.
We also conducted qualitative interviews, where several respondents mentioned that they would like a more transparent overview of their gambling habits.
Next, we began developing a concept using the Design Sprint method, through which we created our final concept in one week.
We concluded that several elements should be added to Danske Spil’s website.
The first was a widget showing the player’s gambling balance. The widget can be moved around the page so it’s not in the way, but it cannot be closed, ensuring the user is always aware if they are in the negative.
The next addition to Danske Spil’s website is a pop-up that appears if a player is in the negative and wants to deposit more money into their account. It shows how much they are in the negative and asks whether they are sure they want to continue depositing money.
The final addition is a dashboard where users can view their past deposits, losses/wins, playtime, and betting patterns.
The pictures to the right is from the first prototype we made.
Once the prototype was developed, we conducted user testing. We received feedback that we should add some sort of icon to the widget to indicate it could be moved around. Respondents said this was not clear enough.
For the pop-up, we added an extra button labeled “Deposit.” Respondents felt it wasn’t clear which button to click to proceed with a deposit when the pop-up appeared.
The last change was related to our dashboard. Respondents found our graph confusing and suggested the numbers on the dashboard should be red or green depending on whether the user was in profit or loss.
The pictures to the left is from the revised prototype.