Simplifying the PlayNow Navigation

Creating a taxonomy and improved navigation for PlayNow Products
The Problem

Overcoming the abundance of choice leading to fatigue, dissatisfaction and abandonment

Since 2004, PlayNow.com has been offering legal, safe and secure online gambling entertainment for British Columbians. Owned and operated by BCLC, PlayNow offers casino games, online poker, bingo and lottery tickets. However, over the years the taxonomy of PlayNow products and categories have blurred, causing problems with navigation and discoverability of products.

How might we better organize PlayNow products and present them in a simpler and user friendly way while still allowing for business growth and future opportunities?
Live site under development, contact me to view a prototype.

My Role

Responsible for leading the research and design of the new PlayNow navigation and site structure, I worked alongside a UI designer, interaction designer and research specialist to complete this project.

I was also responsible for stakeholder management and engagement, informing and aligning of priorities and objectives with product owners and business representatives.

Things I did

  • Player Research and Interviews
  • Identify player segments and flows
  • Stakeholder Engagements and Workshops
  • Define PlayNow taxonomy structure
  • Wireframes and Interaction Design
  • Prototype, Player Test, Analysis and Report

Confidentiality of Information🔒

Due to the active and ongoing nature of this project. I am unable to share the details of this on my portfolio. However, I would be more than happy to walk you through this project in person to appropriate parties. If this applies, please leave your contact details below.

Thanks for reading! 👍

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