I conceptualized and mocked-up a mobile app to increase guest engagement for Wyandotte Nation Casino. I also created wireframes for an accompanying administrative dashboard that would allow the casino’s management to make live app edits.

My Role

I conducted market research, brainstormed and developed the feature set for the mobile app, and mocked-up the interfaces for both the app and the administrative dashboard.

The Challenge

The main objective of the mobile app was to provide the casino patrons with a simple and intuitive way to access on-going game promotions. The administrative web app would serve as a control panel for the casino to publish/edit the content on the mobile app. Other than a few basic requirements, I was given creative control over the app's architecture and feature set.

The main selling point of my client’s implementation was the back-end data advantages they would provide for the casino + app. My goal was to enhance their talking points with appealing and communicative visuals that explained the architecture of the app and dashboard.

The approach

According to statistics, around 58% of casino goers are above the age of 50. Unsurprisingly, a 2016 study showed an inverse correlation between higher ages and mobile app usage. These data points indicate that a hefty portion of the app's user base was likely to be older, inexperienced mobile users.

This older userbase in mind, it was imperative to provide a simple and lean interface with interactions that would be intuitive for even the most novice mobile users. More complex touch gestures (double tap, long press, flick, pinch, etc) were to be avoided in favor of basic, ubiquitous ones (tap, swipe).

I began researching Wyandotte Nation Casino’s sites and social channels to see if I could ascertain any points of emphasis in their business or marketing strategies.

The only requirement I was given was to primarily focus on the casino’s game promotions. What was interesting to me, however, was the fact that most of Wyandotte Casino's social media posts were about upcoming live events hosted within the casino.

Event promos were also prominent on the casino’s website, along with mentions of their premium membership known as Club Wyandotte.

Based on these observations, I began work-shopping and winnowing the list of potential app features.

The Framework

My approposal (a new portmanteau I just invented) included four main tabs, with Promotions as the app's central feature and also its home screen. Tournaments and Events would be the next two tabs and would both provide digital signups and listings, removing many existing barriers to entry for both casino offerings.

All users would have access to these features, but if they'd prefer the premium experience, the My Clubhouse tab would be the fourth and final section in the app's main nav. This feature would only be available to members of Club Wyandotte and would provide in-app access to exclusive promotions and perks.

The Execution

The gallery below showcases the final wireframes that I delivered for the mobile app and the corresponding administrative dashboard. Click each image to enlarge.

Promotions

The Promotions tab is the app's central feature, and also its home screen. The default tab displays a modular grid of Wyandotte's ongoing game promotions. Additional info can be attained by tapping a tile. Ideally, users can customize the number of tiles per row for their eyesight.
Within Promotions, a second tab, provides exclusive offers for Club Wyandotte members.

Tournaments & Events

The Tournaments tab displays upcoming tournaments in a scrollable stack based on the same modular grid. Each card contains basic info and can be drilled into for more details regarding the tournament and signup process.
The Events tab works similarly, listing dates and details for upcoming events with the ability to tap for additional info on tickets and socials.

My Clubhouse

This tab's benefits are exclusive to the members of Club Wyandotte. Users that sign in/sign up are granted access to redeemable rewards, niche user stats, and any additional premium perks provided by the casino.
The tab also acts as a useful CTA for app users that are not yet signed up for Club Wyandotte.

Login & Dashboard

The admin dashboard provides an easily accessible interface to publish and edit the content on the mobile app. It also provides visualizations of app and user metrics.

Promotions

Allows administrators to publish and edit the app's standard and premium promotions. Future iterations could implement push notifications upon publication and flash sale promotions.

Tournaments & Events

Allows administrators to publish and edit the Tournaments and Events displayed on the mobile app. Future iterations could include premium tournaments and integrated Facebook events.