Betclic
How can we improve user retention to increase the average number of active days per month?
Role
User Research
Methodology
Moderated Interviews
Date
Feb. 2023
Website
at.cafe
Context
A concise introduction to the Betclic Euro Bonus Zone concept - a card collection gamification feature implemented during a football competition. Players could collect Panini cards of the French team after playing Twister poker, advancing through levels to unlock rewards up to €1000 for collecting all 25 cards.
Research plan
Research goals 🎯
Understanding player engagement with a new gamification feature
Evaluating the effectiveness of the reward structure
Assessing how the Bonus Zone affected player retention and satisfaction
Identifying opportunities for improvement
Main research questions ⁉️
How can we improve user retention to increase the average number of active days per month?
How do users interact with the Euro 2024 Panini promotion in its current low-fidelity design?
What specific pain points, confusions, or challenges do users encounter during the onboarding process and flag collection?
How do users interpret and understand the progress bar, including scrolling and the visualization of rewards?
Do users understand how the Euro 2024 Panini promotion works?
Moderated user interviews 🎥
Our target
For this project, I conducted in-depth interviews with two distinct player segments to gather rich qualitative insights about the Euro Bonus Zone experience:
5 Regular Players: Active users who play poker on Betclic at least 3 times per week
5 New/Casual Players: Users who joined recently or play less than once per week
Each interview lasted approximately 45 minutes and followed a semi-structured format, allowing for natural conversation while ensuring consistent data collection across participants.
Analysis Process
Tagging: Reading through transcripts and tag verbatim
Clustering & mapping: Quantify qualitative findings, engine to group similar verbatims across all interviews, revealing common patterns that might not be obvious in individual sessions:
Identifying recurring themes across different player segments
Discovering unexpected connections between seemingly unrelated feedback
Synthesizing clusters into clear, actionable insights
Deliverables & Presentation : Leveraging Dovetail's presentation tools to transform data into compelling narratives
Recommendations
Implement a user-friendly onboarding / tutorial that facilitates quick rule checks without disrupting the overall gaming experience. Avoid displaying a lot of text, users don't read most of the time.
Put keywords and/or just emphasize the visuals (section of interest highlighted & other section darkened, adding hand animation, call to action if needed, etc.).
Enhanced clarity information about minimum bet amounts, flag collection, and other crucial aspects of the game.
Ensure easy and ongoing access to rules throughout the gameplay to allow players to refer back to key information whenever needed.
Introduce a clear visual indication that effectively communicates the scrollable nature of the rewards progress bar.
To go further
Proposal for an in-app product tour design conceptKeep it concise; users might exit a lengthy tour. Only showcase essential features.Allow users to skip or exit the tour at any time.
Forcing it may lead to frustration.
Include a progress bar for a visual cue on task completion, boosting user engagement.Show the progress bar.
Next Steps for this study
Further Testing and User Feedback
Conduct additional rounds of prototype testing with users to validate the proposed recommendations.
Establish mechanisms for continuous user feedback and adapt strategies based on user needs.