.png)
Overview
New Account Experience
Problem
The account experience on desktop and mobile web for Ladbrokes had major UX navigation issues and we were getting regular feedback from customers around usability and findability of sections within accounts.
Goal
Design an improved IA experience for desktop that focuses on efficiency, usability, findability, user satisfaction and reducing duplication of sections.
Surveys
Analysing User data
To get a better understanding of the issues, I decided to look over Amplitude data, past research and do some tree testing with users. This data allowed me to uncover the pain points, frustrations and pathways that users didn't understand.
Hypotheses
In the A/B test I asked users to rate the 2 options with A being the stand out winner and B being more inconsistent and unsure amongst users. A received a strong 4.33/5 amongst the 9 users.
Amplitude Data
I did some research via Amplitude and explored the main entry points users were accessing Accounts. There are 2 entry points, User Tray vs Main Menu.
The data confirmed that 71.1% of users are preferring to use the User Tray to access Accounts over the Main Menu. This is highly important information because the User Tray shows additional information before even going into Accounts.
I wanted to understand the main areas users were going to in Accounts so I looked into the clickrate % data for each page.
There were 4 main areas users were accessing from accounts. Those being Deposit, Details, My bets and Resulted Bets