I was approached by a SAAS business that was preparing to pitch their implementation of a mobile app to Wyandotte Nation Casino. They required low fidelity wireframes to use in their pitch in order to better illustrate how the proposed app would function, and how content could be pushed/edited from an administrative level. Over a one week period I conducted market research, conceptualized the app's 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 goal for the mobile app was to provide a simple and intuitive way for casino patrons to access on-going game promotions. The web app would serve as an admin control panel for the casino to publish and edit the content on the mobile app.
The main selling point of my client's implementation would be the back end data advantages they would provide for the casino. As such, I was given a generous amount of creative control over the app's architecture and functionality, so long as the primary function of the app was to push game promotions to its users.
Designing for a Pitch Deck
This project called for a more visually developed and personal look than the quick, messy, and iterative screens I would produce for a developing product. Rather than exploring different UI solutions, the primary goal here was to mock-up a simple app MVP that would enhance my client's pitch.
Aligning with Business Goals
Before I began outlining the app, I did my best to research and establish the casino's core goals and values. I was able to steer our app to align with what I felt was their business objectives by identifying different focal points in their branding and marketing.
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."