Festival Favourites
The Brief
The Product Owner asked my team to come up with an idea for a free-to-play game which would encourage existing customers to engage more frequently with William Hill during the Cheltenham Festival.
The app needed to give the players the chance to win one of three pre-determined prizes, based on their status and current spend with William Hill. Each day, in the run up to the Cheltenham Festival (and throughout the festival) each player would be given the opportunity to play once that day. If a customer played then they would always win a prize, there would be no losers.
User Journey
Once we'd established roughly how we imagined the game to work, we were able to design the Game Play - how all of the screens would link to each other and how the user journey would work. We used this architecture to be able to divide up the design work between us and to be able to monitor progress during our bi-weekly sprint meetings.
Wireframes
Once we'd shared out the various elements of the design we were able to quickly mockup some wireframes and a prototype using Sketch, InVision and AfterEffects. We used these assets to present to the Product Owner and the stakeholders and were able to use their feedback to do further iterations and finally get sign-off.
Style Guide
Once we had designed some assets and had them approved we were able to put together a style guide, which was useful for more junior designers and the development team in order to keep consistency across the various points within the user journey.
Onboarding
Looking at statistics from previous similar games and their usage, we were sure that having at least a simple onboarding feature would increase conversion of those customers who were thinking of playing and those who ended up playing. We designed a simple one-page onboarding guide as to how the game worked, in addition to a simple explanation on the landing page.
Game Play
We decided that the most simple but engaging way to deliver this game of chance with a connection to horse racing was to allow the user to pick a jockey's silk from a selection of three, then watch a short animation of a horse and jockey crossing a finish line, before revealing the prize.
Claiming Your Prize
This page would congratulate the winner on their achievement and would tell them what they had won. There would be a call-to-action to encourage them to claim their prize and to come back tomorrow to play again.
Repeat Visitors
Undoubtedly there would be some users who would accidentally or deliberately attempt to play twice in one day. We devised a solution whereby the app would cross-reference the user with the date they last played (the user must be logged in to play) and if it was the same day then they would be presented with a screen which explained that they had already played and won. They would be told what they had won and if they hadn't already claimed their prize then they would be presented with a call-to-action to collect their winnings. There would also be a reminder to come back again tomorrow to play again.
