Aging system, growing business

Intouch Games, an iGaming company, has been extending their market reach through the creation of new casino brands. CRM executives have begrudgingly learnt  how to use an outdated CRM platform that struggles to target specific audiences and requires careful management of campaigns and QA to avoid human errors from affecting players.

As the team and casino brands grow, there is the evergrowing desire to resolve these issues.

Auditing the legacy platform

To truly understand the depth of the problems our users were facing, I interviewed marketing executives at different seniority levels and we went through their individual user journeys to uncover pain points and gain insights to their ways of working.

Through this process, it was evident that the legacy platform was plagued with issues. Ranging from accessibility, awkward navigation and unused features due to not knowing how to use them.

Identifying the MVP

I conducted a workshop with stakeholders of different backgrounds and departments to identify and align on what our goals were, what features were required, what needed prioritising and why.

We collated this into a prioritisation matrix, outlining what our MVP was and priority features for different phases.

Redefining how campaigns are made

Campaign creation was cumbersome, confusing, and required using multiple tools like excel for planning campaigns.

Users wanted more control in targeting and the ability to plan then monitor the campaign traffic live. At the moment, the CRM executives are reliant on the analytics team to provide reports, which can take days or more to produce, meaning the user is unable to make any corrections once a campaign is live.

We explored different ways to have more campaign control and landed on a visual journey style concept, detailing different elements of a campaign and target audience touchpoints.

Translating ideas into design

The "journey" was merely the visualisation of a campaign. We needed to define the functional aspects that made a campaign - the messaging, scheduling, targeting, condition control, multi-variant testing etc.

We began by with wireframes of journey mapping, which quickly evolved into mid-fidelity UI and needing to develop a design system before we were too deep into designing features. 

Test and iterate

As I was the sole designer, I was conscious of where and how I invested my time. For each feature, I evaluated the need for a prototype.  Are static frames sufficient enough to convey a concept? What benefit will a prototype have here?

Where a feature was simple to convey, such as creating an SMS message, I used static frames. Something more complex like creating a journey or building conditions was made into prototypes to be tested with users.

Shipping the MVP

Increase dedicated resource

Being the sole designer on the project meant I was often spread too thin. Certain features were time consuming to design due to its complexity. Complex features naturally took a lot of time to develop, which meant testing functionality and actioning user feedback was slow. 

What we ended up with as an MVP was already a heck of a lot better than the legacy platform. However, there were opportunities for improvement, both in the product and the process. 

If we could redo this, I would have encouraged hiring more dedicated design and development resource to expand on our design exploration and iterate faster. This would have allowed us to user test features in live scenarios faster, then iterate on user feedback and reach for better outcomes sooner.

Where it started

Leading up to this project, Intouch Games had failed an external audit conducted by the UK gambling regulator, The Gambling Commission. The audit identified several weaknesses, whereby certain procedures were insufficient in protecting the players from problem gambling and preventing money laundering. ​

The consequence of these failures resulted in a costly £3.4m fine. Following this, the company had no choice but to improve preventative measures or face further legal actions should these issues remain unresolved. As a result, Intouch Games began prioritising its focus on identifying and solving issues, as well as improving its current safer gambling and anti-money laundering measures.

What we learned

Proof of concept

I interviewed AML analysts to understand the criteria needed for this to work and used this information to map out an ideal user journey. Draft concepts were reviewed with key stakeholders and refined for optimisation.

What we made

What shipped

Where it started

Merck were attending WCLC 2023, with the intention of releasing new efficacy data on their lung cancer medication, Tepmetko. Efficacy data is not the most exciting read, typically being shown as part of a sales aid, essentially a presentation deck targeted at healthcare professionals (HCP's).

We were asked to explore creative ways to engage and present this new data to attending HCP's. 

What we explored

Our team had a lot of experience working on congress materials. From emails, touchscreens, sales aids, to print outs. We knew we had a fantastic opportunity here to demonstrate our depth of knowledge and expertise in congresses.

We worked with our creative team to explore concepts that would grab the attention of any passerby. Ranging from interactive animations with narratives, a time and precision experience using a touch-sensitive floor, to AR installations using mobile devices.

Journey mapping

These congresses have to comply with strict medical regulations. We proposed several concepts, some were too difficult to achieve in the timeframe, some were not "fun" enough, others were overly gamified. Gamification of interactive modules were incredibly difficult to pass, regulations required them to have more of an educational element, or else, face rejection. 

We ended up landing on a dance mat-esque concept, that demonstrated the "time and precision" elements our new medical data and campaign focused on.

Working with our medical writer and booth builders, I drafted a user flow to illustrate the conceptual approach and functionality.

What we designed

After receiving the green light on the proposed concept from all parties, the client, booth builder and medical, we began working on the UI. Since there was no design system to leverage, we created our own using accessible brand colours and components identified in the wireframes.

As we were tight on time, we had to identify efficiencies, so developers worked on the behavioural logic and testing in the background, using the user flow as a guide. Once our design was finalised, it went into build and MLR approval, ready for live tests at site.

What shipped

The end congress experience gained the most attention and engagement our client had ever seen. Despite the medical limitations and difficulty to design, we created an educational piece that HCPs were able to enjoy, learn from, and remember.

Where it started

The Teva GoResp® Digihaler® was an innovative inhaler for asthma and COPD patients. Having successfully launched in the US market, Teva were looking to expand to other areas of the world and the next region in line was Europe. As with any product launch, many materials had to be delivered at pace, including a website, emails, sales aids and more.

Despite having a US website, Europe has a different regulation and entirely different market, so this was not a simple copy and paste project. 

The Digihaler website would be a critical channel where many potential customers would learn about the product. This was particularly important for markets that would have no traditional sales reps (e.g. UK). Customers’ perception of Digihaler would therefore be heavily shaped by the website experience. 

Establishing the MVP

Given the importance of this channel, the ambition was to go beyond a content-driven, long format content website, and create an interactive and engaging experience that reflected key values of the product; simple, intuitive, innovative. The future of asthma and COPD care. In order to achieve this, we needed to understand the users and the brief.

Certain proposals contained what a gold, silver or bronze feature could be, each indicating the level of complexity and resource required to produce. For example, to elevate the “digital” aspect of the product and assist with sales queries, an interactive AI sales representative was proposed as a gold feature, a chatbot was silver and an FAQs list was bronze. This exercise helped us understand where the priorities are with features.

Identifying key content elements

Once we had an understanding of what our MVP looked like, the next logical step was to outline an initial sitemap. Working closely with the client and our medical writing team, we began drafting the sitemap and quickly realised there were certain elements the initial list of considerations and features did not include. ​

We created a phase 2 log and labelled elements that were non crucial for phase 1 or simply too early to be included.

Translating content to wireframes

What we designed

Having defined the content hierarchy and user journey across the website, our next step was defining how to incorporate the appropriate brand colours with accessibility at the forefront of our decisions. Using the design system to build the wireframes provided a foundation for our UI designer to work from and sped up the UI design process. ​

When the UI design was signed off by key stakeholders and MLR approved, it went into development and testing. We provided the appropriate guidance and support to facilitate the build process through to production.

Unfortunate end

Before we managed to see all the hard work and effort come to fruition, Teva made the executive decision to discontinue their entire line of digital inhalers due to app support being removed. The website was up for less than a week before it was ultimately taken down for good.

Whilst this was a huge shame to hear, it was an exciting project to lead the UX on. We were looking forward to seeing live site and analytics to continue improving the website and develop new features to be implemented in later phases.