Enhancing Communication and Deposit Limit Awareness
Promoting Safer Gambling
COMPANY
William Hill
ROLE
Product Designer
Project description
Customers set deposit limits during registration, but are often confused when unable to deposit within their self-set limit due to non-visible Net Deposit Limits set by the William Hill’s back-office. This lack of transparency raises questions about the system's behaviour and customer expectations.
Process
Research
How does the company currently assist customers in controlling their gambling?
The company applies 'Net Deposit Limits' when users reach certain thresholds, tailored to their financial circumstances and spanning daily to annual periods.
What do customers think about setting up a deposit limit?
Most customers feel deposit limits are unnecessary, relying on self-control and personal budgeting instead.
What are customers’ thoughts on the design of the existing deposit limits?
Users were often confused, with many unaware they could set multiple limits or finding the system inconsistent, such as allowing illogical limits for longer durations.
Reframing the Problem
Users often overestimate their self-control, leading to overspending. The deposit limit settings lack clarity, leaving users unsure of their purpose and functionality. Additionally, the absence of transparency around operator-set Net Deposit Limits causes unexpected deposit blocks, creating confusion.
Solution
Step 1: Empower users to take control of their deposit limits proactively.
Step 2: Improve the clarity of deposit limit settings to ensure users fully understand their choices.
Step 3: Clearly communicate the difference between operator-set and self-set limits to reduce confusion.
Step 1: Empower Users to Manage Their Deposit Limits
By displaying their current spending, users are encouraged to take control of their deposits. Testing showed that this transparency fosters a sense of trust and promotes spending awareness, aligning with the goal of encouraging proactive financial management.
"My account" and "Deposit" pages with spending and available deposit information.
Step 2: Clarify Deposit Limit Settings
I improved the clarity and usability of deposit limit settings by redesigning the guidance and functionality. Misleading instructions were replaced with concise feature explanations, and the display shifted to showing users their average monthly deposits, enabling better-informed adjustments. Reminders for illogical inputs and a direct input method enhanced user autonomy, while linking out to FAQs replaced pop-ups to streamline information access.
Deposit limit page, before and after.
Step 3: Enhance Communication Around Operator-Set and Self-Set Limits
3.1 Clear Terminology Alignment
To address confusion caused by overlapping terminology for net deposit limits, I differentiated the naming conventions. For example, the "monthly net deposit limit" was renamed "net deposit for the first 30 days," improving clarity during registration and earning positive feedback from test users.
Example of improved copy.
3.2 Improved Transparency and Tracking
I introduced a "Deposit Tracker" feature, centralising all limit information in the My Account menu. This tool provides users with a clear view of both their self-set and operator-set limits, along with when limits reset. By highlighting the date, time, and remaining deposit amounts, users can easily understand which limits apply and when. In order to improve navigation, the Deposit Tracker is cross-linked in the "My Transactions" page.
Deposit tracker and My transactions page.
3.3 Enhanced Limit Communication
To prevent overlooked limits, a confirmation dialog notifies users as they approach deposit limits. This addition has been well-received, especially by users prone to missing details.
Confirmation dialogue on the Deposit page.
Results
Clearer Terminology
Simplified naming conventions reduced confusion, decreasing customer support inquiries about deposit limits by 25%.
Transparent Deposit Management
The Deposit Tracker increased engagement in the "My Account" section by 22%, making financial controls more accessible.
Enhanced Onboarding
A refined registration process improved user understanding of deposit restrictions, with a 75% increase in comprehension.
Preventive Measures
A confirmation dialog helped users avoid over-deposits, with 90% of participants finding it beneficial during testing.