Over a one week period I conducted market research, conceptualized the mobile app's core features, and mocked-up the interfaces of both the mobile app and the administrative dashboard.
Market Research • Content Strategy • Wireframing
UI Design • Usability • Information Architecture
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information. The information in this case study is my own and does not reflect the views of Wyandotte Nation Casino.
The main objective of the mobile app was to provide the casino’s 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 some creative control over the app's architecture and feature set.
This project’s scope and timeline called for more a visually developed and personal look, as opposed to the quick and messy screens I would iterate upon in a product development setting. The main selling point of my client’s implementation was the back-end data advantages they would provide for the casino, and that was what their pitch would focus on. My goal was to enhance their talking points with appealing and communicative visuals of a simple app MVP.
According to a 2013 study by the American Gaming Association, 64% of casino goers are above the age of 50. Unsurprisingly, a 2016 study showed an inverse correlation between age and mobile app usage. These data points indicate that a hefty portion of the app's user base were likely to be older, inexperienced mobile users.
With user-centered design in mind, it was imperative for the app to provide a simple and a familiar experience via a lean interface with minimal options, and 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).
"Focus on the user, and all else will follow."
— Google's "Ten Things" Manifesto
After establishing the app's main demographic, I began researching Wyandotte Nation Casino via their website and social channels to see if I could ascertain any points of marketing emphasis. The goal was to identify prevailing business strategies that could influence the app's features.
The casino uses its digital channels to frequently advertise ongoing game promotions, which explains the lone feature requirement I was given. What was interesting to me, however, was the observation that ~50% of Wyandotte's social media posts are about upcoming live entertainment events hosted within the casino. At the moment, event ads also take visual priority on the casino's website, appearing as fullscreen banner images on the homepage.
Club Wyandotte also appears to be a point of emphasis for the casino. Many of the casino's event ads, like the one displayed above, boast a reduced price for members of Club Wyandotte.
Based on these observations and conclusions, I began work-shopping and winnowing the list of potential app features.
Using my best judgment, I condensed the mobile app into features that prioritized what users would want, what would be feasible to implement, and what aligned with Wyandotte Casino's goals.
"Let's keep it simple because they want this initial app really simple."