The case study below, outlining the work carried out by The Usability Company to refine the online offering of international bookmaker Victor Chandler, demonstrates the commercial benefits brought by User Centered Design or User Centred Design in putting the user experience at the heart of the design process from a project’s inception. User Centered Design involves scientifically structuring your content so that it is more logical for the users. This case study illustrates how getting a thorough understanding of usability implications before and during the building process not only considerably reduces development costs and timelines but also increases revenue.

Victor Chandler Sites:

www.victorchandler.com
www.victorchandler.co.uk
www.victor.com

Objectives:

The Usability Company and Victor Chandler identified four main objectives for the website:

• To consolidate three sportsbook websites into one
• To improve customer experience in four main areas: bet process, registration, account management, and home page
• To enhance brand experience
• To improve cross-selling across business activities

Development overview

The boxed area in the following diagram illustrates the areas of activity within the overall development framework. Developing a website is a complex process that requires a phased approach. User Centered Design is at the beginning of the chain and drives all subsequent development and improvements. ISO 13407 outlines the steps involved in interactive product development.
 

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Stage 1 - Workshops

The main purpose of these workshops was to structure the redevelopment project. The workshops also gave the Victor Chandler team an opportunity to learn about user-centred web site development and simultaneously afforded The Usability Company's Information Architect an opportunity to gain knowledge of vital information about the sportsbook business and terminology.

Stage 2 - Site structure mapped out

To reflect the structure and organisation of Victor Chandler’s web pages, the Information Architect created

• Wireframes that provided a page-by-page storyboard and descriptions of page elements and features
• Sitemaps that provided a graphical overview of the proposed structure in the form of a hierarchical diagram
• Flow charts

The site structure templates were then tested with real users. Recommendations made by The Usability Company from the findings were then applied to streamline and optimise the design. Through this, Victor Chandler was able to avoid over-development by exploring and testing User Centered Design possibilities at the early stages of web design. For example, two solutions were identified for the betting slip. One solution was considered to be more appealing to the more experienced gambler as it offered all relevant information and functionality on one page and the other was considered more appealing to the less experienced gambler with the intention of making the bet process as easy as possible. Test results showed that the majority of the users tested preferred the second solution.

Having decided on the optimal site structure, web pages were then mocked up and usability research was carried out with participants trying to complete the true-to-life tasks. The true-to-life tasks are designed, among other things, to test that the sites’ design allows the user to complete tasks that are essential if the site is to meet its objectives. These tests allowed Victor Chandler to both explore the alternative solutions offered by our User Centered Design specialist cost-effectively and to minimise the risk of making erroneous design decisions that would have damaged the end product.

Stage 3 - Completed wireframes handed over to design team

At this stage, our Information Architect delivered the optimised wireframes. These wireframes were then handed over to the design team as templates from which the look and feel of the site was developed.

Stage 4 - Usability research carried out on prototype web pages

At this point, the focus shifted from the assessment of processes to the assessment of the effects of design on page understanding and navigation. Usability research at this stage determined that design did indeed complement process and navigation. This demonstrates that user centred design not only optimises the information architecture but also the look and feel of the site.

Results:

Victor Chandler and The Usability Company are happy to announce that both the project and business objectives were achieved. The major achievement is the increased revenue witnessed by Victor chandler in the following areas:

• Additional sportsbook business
• Improved customer acquisition
• Increased Cross-selling

The above is a short version of the case study. If you would like to read the full version, please email with your request.

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