Store Redesign
Big Fish Casino & Jackpot Magic Slots
Overview
The store was in need of an overhaul that would bring it up-to-date with the rest of our apps. I had experience redesigning stores so I assigned this task to one of my reports since these projects are ripe with learning experiences.
We wanted to address the feedback from users that found the information confusing to parse and our expected ROI was a 1-2% boost in revenue once the redesign was launched.
Business Needs
Do not negatively impact revenue
Design Issues
Lack of visual hierarchy and overall flow
Store doesn’t look scrollable
Outdated design no longer matched the apps
Package multipliers are confusing and disjointed
Wireframes
The UX team was able to work closely with our research department in Seattle to get user feedback for the current store design. We used this information along with our competitive research to iterate. Here are a few examples:
Final Design
Key Results:
The updates to the store resulted in visual cohesion with the rest of the app. The redesign was an easier parse than the last and resulted in better player discovery. It was great to hear feedback from users informing us know how we’ve uncovered interactions they previously were unaware of:
“I went this morning to purchase coins and all of a sudden I had a new screen that offered me 150 million coins for $100, I have never seen this screen before.”
— High Tier player that was only purchasing $19.99 packages unaware that the old store scrolled
1.6%
Store package clicks increased:
Store package purchases increased:
38.4%
UX/UI Manager
Role:
2017