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.