BetMGM Kiosk
BetMGM Kiosk
Enhancing the self-service betting experience in Las Vegas Casinos
Overview
Overview
The BetMGM Kiosk is a self-service machine for placing sports and casino bets in the U.S. Despite its essential role in sportsbooks, the kiosk faced critical usability challenges that hindered adoption and engagement.
As a designer on this 8-month project, I spearheaded efforts to redesign core features like the sports menu, navigation, betslip, search, and betting rules.
This redesign was aimed at addressing usability issues, aligning the kiosk experience with industry standards, and creating consistency across BetMGM’s mobile and desktop platforms.
The BetMGM Kiosk is a self-service machine for placing sports and casino bets in the U.S. Despite its essential role in sportsbooks, the kiosk faced critical usability challenges that hindered adoption and engagement.
As a designer on this 8-month project, I spearheaded efforts to redesign core features like the sports menu, navigation, betslip, search, and betting rules.
This redesign was aimed at addressing usability issues, aligning the kiosk experience with industry standards, and creating consistency across BetMGM’s mobile and desktop platforms.
The BetMGM Kiosk is a self-service machine for placing sports and casino bets in the U.S. Despite its essential role in sportsbooks, the kiosk faced critical usability challenges that hindered adoption and engagement.
As a designer on this 8-month project, I spearheaded efforts to redesign core features like the sports menu, navigation, betslip, search, and betting rules.
This redesign was aimed at addressing usability issues, aligning the kiosk experience with industry standards, and creating consistency across BetMGM’s mobile and desktop platforms.
The problem
The problem
Confusing navigation: Users struggled with the interface due to the clunky, outdated layout.
Inconsistent experience: The kiosk experience was disconnected from BetMGM’s mobile and desktop platforms, causing frustration.
Inefficient betting flow: Users found it challenging to place bets, especially when trying to manage multiple sport types of bets in one transaction.
Accessibility issues: The interface lacked key accessibility features, making it harder for users with disabilities or limited technical experience.
Confusing navigation: Users struggled with the interface due to the clunky, outdated layout.
Inconsistent experience: The kiosk experience was disconnected from BetMGM’s mobile and desktop platforms, causing frustration.
Inefficient betting flow: Users found it challenging to place bets, especially when trying to manage multiple sport types of bets in one transaction.
Accessibility issues: The interface lacked key accessibility features, making it harder for users with disabilities or limited technical experience.
Confusing navigation: Users struggled with the interface due to the clunky, outdated layout.
Inconsistent experience: The kiosk experience was disconnected from BetMGM’s mobile and desktop platforms, causing frustration.
Inefficient betting flow: Users found it challenging to place bets, especially when trying to manage multiple sport types of bets in one transaction.
Accessibility issues: The interface lacked key accessibility features, making it harder for users with disabilities or limited technical experience.
Quick bet
Bet Builder
Phase 1: Reskin
Phase 1: Reskin
In Phase 1 I reskinned the sports page, betslip and race area.
Due to resource and time constraints, I was unable to make any UX changes. I am aware that this was not the right decision, but sometimes we as designers have to compromise.
To improve the experience I used the brand colours, added league logos/icons and made the main CTA more prominent.
In Phase 1 I reskinned the sports page, betslip and race area.
Due to resource and time constraints, I was unable to make any UX changes. I am aware that this was not the right decision, but sometimes we as designers have to compromise.
To improve the experience I used the brand colours, added league logos/icons and made the main CTA more prominent.
In Phase 1 I reskinned the sports page, betslip and race area.
Due to resource and time constraints, I was unable to make any UX changes. I am aware that this was not the right decision, but sometimes we as designers have to compromise.
To improve the experience I used the brand colours, added league logos/icons and made the main CTA more prominent.
Post betting survey & User interviews findings
Heuristic Evaluation raiting
Turning insights into strategy
The research revealed four key opportunities to transform the kiosk experience:
The research revealed four key opportunities to transform the kiosk experience:
The research revealed four key opportunities to transform the kiosk experience:
Competitor Analysis
Designing the solution
Designing the solution
Working closely with the product team, I mapped out user flows and created low-fidelity wireframes for the sports menu, betslip, and top navigation. These served as discussion tools with stakeholders, fostering alignment early in the process.
Working closely with the product team, I mapped out user flows and created low-fidelity wireframes for the sports menu, betslip, and top navigation. These served as discussion tools with stakeholders, fostering alignment early in the process.
Working closely with the product team, I mapped out user flows and created low-fidelity wireframes for the sports menu, betslip, and top navigation. These served as discussion tools with stakeholders, fostering alignment early in the process.
The outcome was to designs a complex solution in the simplest way possible.
Testing and iterating
Testing and iterating
I was responsible for preparing scenarios for betslip. I was aiming to cover all possible journeys including creation of multiple types of bets, editing stakes and removing selection.
I was responsible for preparing scenarios for betslip. I was aiming to cover all possible journeys including creation of multiple types of bets, editing stakes and removing selection.
I was responsible for preparing scenarios for betslip. I was aiming to cover all possible journeys including creation of multiple types of bets, editing stakes and removing selection.
User testing observations
User testing observations
"It was easy to remove the selection, but now I’m not sure what to do, shall I wait or tap the ‘Clear’ button?"
"I was expecting this message to disappear when I tap on the ‘remove’ button."
”Removing the selection is very straightforward, it’s great that I can undo my action if I remove something by mistake, but this message confuses me.”
"It was easy to remove the selection, but now I’m not sure what to do, shall I wait or tap the ‘Clear’ button?"
"I was expecting this message to disappear when I tap on the ‘remove’ button."
”Removing the selection is very straightforward, it’s great that I can undo my action if I remove something by mistake, but this message confuses me.”
"It was easy to remove the selection, but now I’m not sure what to do, shall I wait or tap the ‘Clear’ button?"
"I was expecting this message to disappear when I tap on the ‘remove’ button."
”Removing the selection is very straightforward, it’s great that I can undo my action if I remove something by mistake, but this message confuses me.”
Alignment with the current betting standards
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
Alignment with the current betting standards
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
Alignment with the current betting standards
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
Switching between sports and horse racing without losing selection
Switching between sports and horse racing without losing selection
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Being able to place multiple types of bet in one transaction
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
Easy to use for experienced and inexperienced audience
Easy to use for experienced and inexperienced audience
Resolving the issue
Resolving the issue
The tests revealed several pain points in the bet removal process, which we addressed by adding a 5-second undo option to potentially improve the conversion of bets being placed.
The tests revealed several pain points in the bet removal process, which we addressed by adding a 5-second undo option to potentially improve the conversion of bets being placed.
The tests revealed several pain points in the bet removal process, which we addressed by adding a 5-second undo option to potentially improve the conversion of bets being placed.
Key learnings
Key learnings
Data driven decisions
Relying on data and testing ensured that design choices remained objective and aligned with user needs
Data driven decisions
Relying on data and testing ensured that design choices remained objective and aligned with user needs
Data driven decisions
Relying on data and testing ensured that design choices remained objective and aligned with user needs
Data driven decisions
Relying on data and testing ensured that design choices remained objective and aligned with user needs
Phased approach
Starting with a low-fi "ideal" solution and scaling back provided flexibility for complex scenarios and minimized the need for major changes later. Iterative learning at each phase allowed continuous refinement
Phased approach
Starting with a low-fi "ideal" solution and scaling back provided flexibility for complex scenarios and minimized the need for major changes later. Iterative learning at each phase allowed continuous refinement
Phased approach
Starting with a low-fi "ideal" solution and scaling back provided flexibility for complex scenarios and minimized the need for major changes later. Iterative learning at each phase allowed continuous refinement
Phased approach
Starting with a low-fi "ideal" solution and scaling back provided flexibility for complex scenarios and minimized the need for major changes later. Iterative learning at each phase allowed continuous refinement
Stakeholder collaboration
Establishing strong relationships with stakeholders created a collaborative environment where feedback and questions were encouraged, leading to a more refined product
Stakeholder collaboration
Establishing strong relationships with stakeholders created a collaborative environment where feedback and questions were encouraged, leading to a more refined product
Stakeholder collaboration
Establishing strong relationships with stakeholders created a collaborative environment where feedback and questions were encouraged, leading to a more refined product
Stakeholder collaboration
Establishing strong relationships with stakeholders created a collaborative environment where feedback and questions were encouraged, leading to a more refined product