Overview
Project Goals
Improve the navigation and optimise the Information Architecture of 10CRIC - sports betting and casino gaming website used by nearly 50 million users.
Role in the Project
User Experience Designer
Used Methodologies and Skills
Design Thinking, User Research, User Surveys, Usability Testing, Competitor Analysis, UX Review, Usability Heuristics, Card Sorting, Tree Testing, UX Workshops, Wireframing, Prototyping
Main Navigation - BEFORE
Second-level Navigation and My Profile Menu - BEFORE
Discover
Problems and Insights
Hidden main navigation in a Hamburger Menu
Inconsistent second-level navigation
It's hard to tell where exactly you are (on some pages)
Inconsistent and hard-to-use search; no global search
Information Architecture can be refined
Hard to find specific content and misleading main category labels
No suitable main category for some pages (like Blog, VIP, Download the App...)
Casino content is missing focus, functionalities (like filtering) and funnel experience
Inconsistency between mobile and desktop navigation
Define
Ideas and Potential Solutions
Make the main navigation more visible
Make the second-level navigation more consistent
Improve website Information Architecture
Introduce the "Discover" page
Improve My Profile menu and Footer
Personalisation (recently played, favourite and recommended games, personalised offers, the personalised home page)
Improve visibility of other verticals (non-sport)
Casino - more functionalities (like filtering, subcategories) and content and/or promotions focus
Card Sorting session for the "Discover" section
Design
Website - Wireframes
Website - Prototypes
BackOffice - Prototypes

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