Research Insights

We undertook a user survey to understand the users, their demographics, their preferences, their playing style, and their motivation for playing poker online and subsequently created user buckets and personas to understand the audience better. Here are the results we gathered:

• Competitor poker apps fail to attract skilled poker players due to conflicting brand messaging that position the game as a way to make quick money.
• All competing apps utilize promotional offers and rewards to encourage sign-ups and increase user retention.
• Usability concerns, lack of understanding of payment metrics, and low user engagement across the platform lead to complaints and negative reviews on customer support forums.
• Well-incentivized loyalty programs improve the active player count across all gaming apps.

Strategize

We created three distinct user personas; those who are logged out, those who have logged in but have not deposited anything, and regular players. We created context-specific content and hierarchy for each of these personas and adjusted the user journeys based on the kind of user and nudged them towards their immediate needs. The logged-out user was prompted to sign-up and login while the signed-in user was prompted to fill out details to complete the profile and add money to start playing. 

The brand messaging on the homepage was kept clean and professional to attract skilled players; the central positioning of the banner asserts Pokerbaazi’s image of being a licensed and trusted player in the larger unorganized online gaming space. The homepage also includes a video of a poker tutorial to encourage upskilling of existing poker players and increase engagement among logged out users. We redesigned the global navigation by eliminating nested items and improving the categorization of various links, which improved usability across the website and allowed easy access to customer support at all times.

For regular players, we’ve simplified the user experience to reduce the number of steps involved between signing in and playing a game. We revised the taxonomy and usage of buttons to reduce redundancy and deliver more consistent, relevant, and concise information to the user, reducing their cognitive load and increasing the speed with which they process and act upon the information provided.