BetMGM Kiosk
Enhancing the self-service betting experience in Las Vegas Casinos
Overview
The BetMGM Kiosk is a self-service machine for placing sports and casino bets in the U.S. Despite its essential role in sportsbooks, the kiosk faced critical usability challenges that hindered adoption and engagement.
As a designer on this 8-month project, I spearheaded efforts to redesign core features like the sports menu, navigation, betslip, search, and betting rules.
This redesign was aimed at addressing usability issues, aligning the kiosk experience with industry standards, and creating consistency across BetMGM’s mobile and desktop platforms.
The BetMGM Kiosk is a self-service machine for placing sports and casino bets in the U.S. Despite its essential role in sportsbooks, the kiosk faced critical usability challenges that hindered adoption and engagement.
As a designer on this 8-month project, I spearheaded efforts to redesign core features like the sports menu, navigation, betslip, search, and betting rules.
This redesign was aimed at addressing usability issues, aligning the kiosk experience with industry standards, and creating consistency across BetMGM’s mobile and desktop platforms.
The BetMGM Kiosk is a self-service machine for placing sports and casino bets in the U.S. Despite its essential role in sportsbooks, the kiosk faced critical usability challenges that hindered adoption and engagement.
As a designer on this 8-month project, I spearheaded efforts to redesign core features like the sports menu, navigation, betslip, search, and betting rules.
This redesign was aimed at addressing usability issues, aligning the kiosk experience with industry standards, and creating consistency across BetMGM’s mobile and desktop platforms.
The problem
Confusing navigation: Users struggled with the interface due to the clunky, outdated layout.
Inconsistent experience: The kiosk experience was disconnected from BetMGM’s mobile and desktop platforms, causing frustration.
Inefficient betting flow: Users found it challenging to place bets, especially when trying to manage multiple sport types of bets in one transaction.
Accessibility issues: The interface lacked key accessibility features, making it harder for users with disabilities or limited technical experience.
Confusing navigation: Users struggled with the interface due to the clunky, outdated layout.
Inconsistent experience: The kiosk experience was disconnected from BetMGM’s mobile and desktop platforms, causing frustration.
Inefficient betting flow: Users found it challenging to place bets, especially when trying to manage multiple sport types of bets in one transaction.
Accessibility issues: The interface lacked key accessibility features, making it harder for users with disabilities or limited technical experience.
Confusing navigation: Users struggled with the interface due to the clunky, outdated layout.
Inconsistent experience: The kiosk experience was disconnected from BetMGM’s mobile and desktop platforms, causing frustration.
Inefficient betting flow: Users found it challenging to place bets, especially when trying to manage multiple sport types of bets in one transaction.
Accessibility issues: The interface lacked key accessibility features, making it harder for users with disabilities or limited technical experience.
Original software design
Phase 1: Reskin
In Phase 1 I reskinned the sports page, betslip and race area.
Due to resource and time constraints, I was unable to make any UX changes. I am aware that this was not the right decision, but sometimes we as designers have to compromise.
To improve the experience I used the brand colours, added league logos/icons and made the main CTA more prominent.
In Phase 1 I reskinned the sports page, betslip and race area.
Due to resource and time constraints, I was unable to make any UX changes. I am aware that this was not the right decision, but sometimes we as designers have to compromise.
To improve the experience I used the brand colours, added league logos/icons and made the main CTA more prominent.
In Phase 1 I reskinned the sports page, betslip and race area.
Due to resource and time constraints, I was unable to make any UX changes. I am aware that this was not the right decision, but sometimes we as designers have to compromise.
To improve the experience I used the brand colours, added league logos/icons and made the main CTA more prominent.
User research findings
Heuristic Evaluation raiting
Minimum requirements for MVP - first iteration
Designing the solution
Working closely with the product team, I mapped out user flows and created low-fidelity wireframes for the sports menu, betslip, and top navigation. These served as discussion tools with stakeholders, fostering alignment early in the process.
Working closely with the product team, I mapped out user flows and created low-fidelity wireframes for the sports menu, betslip, and top navigation. These served as discussion tools with stakeholders, fostering alignment early in the process.
Working closely with the product team, I mapped out user flows and created low-fidelity wireframes for the sports menu, betslip, and top navigation. These served as discussion tools with stakeholders, fostering alignment early in the process.
Final outcome from the workshop
Turning insights into strategy
The research revealed four key opportunities to transform the kiosk experience:
The research revealed four key opportunities to transform the kiosk experience:
The research revealed four key opportunities to transform the kiosk experience:
Current flow v new flow
User testing observations
"It was easy to remove the selection, but now I’m not sure what to do, shall I wait or tap the ‘Clear’ button?"
"I was expecting this message to disappear when I tap on the ‘remove’ button."
”Removing the selection is very straightforward, it’s great that I can undo my action if I remove something by mistake, but this message confuses me.”
"It was easy to remove the selection, but now I’m not sure what to do, shall I wait or tap the ‘Clear’ button?"
"I was expecting this message to disappear when I tap on the ‘remove’ button."
”Removing the selection is very straightforward, it’s great that I can undo my action if I remove something by mistake, but this message confuses me.”
"It was easy to remove the selection, but now I’m not sure what to do, shall I wait or tap the ‘Clear’ button?"
"I was expecting this message to disappear when I tap on the ‘remove’ button."
”Removing the selection is very straightforward, it’s great that I can undo my action if I remove something by mistake, but this message confuses me.”
Alignment with the current betting standards
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
Alignment with the current betting standards
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
Alignment with the current betting standards
Switching between sports and horse racing without losing selection
Being able to place multiple types of bet in one transaction
Easy to use for experienced and inexperienced audience
This wireframe was shared in the initial stakeholder meeting to assess technical feasibility.
Switching between sports and horse racing without losing selection
Switching between sports and horse racing without losing selection
Switching between sports and horse racing without losing selection
The test results revealed no significant functionality issues. While some training will be required, the system proved intuitive, even for first-time users.
Being able to place multiple types of bet in one transaction
Being able to place multiple types of bet in one transaction
Being able to place multiple types of bet in one transaction
Resolving the issue
The tests revealed several pain points in the bet removal process, which we addressed by adding a 5-second undo option to potentially improve the conversion of bets being placed.
The tests revealed several pain points in the bet removal process, which we addressed by adding a 5-second undo option to potentially improve the conversion of bets being placed.
The tests revealed several pain points in the bet removal process, which we addressed by adding a 5-second undo option to potentially improve the conversion of bets being placed.
Design system
Design system
Key learnings
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.