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How do players use a responsible gambling tool - why user interface design matters

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Natalia Matulewicz How do players use a responsible gambling tool - and why user interface design matters.
Presented at the SNSUS Conference, Stockholm, June 2-3 2015.

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How do players use a responsible gambling tool - why user interface design matters

  1. 1. HOW DO PLAYERS USE A RESPONSIBLE GAMBLING TOOL? WHY USER INTERFACE DESIGN MATTERS Natalia Matulewicz Head of Product and User Experience, Playscan The SNSUS Conference, Stockholm, June 2015 natalia@playscan.com @jag_natalia
  2. 2. I W O R K H E R E …
  3. 3. Responsible gambling User experience
  4. 4. Responsible gambling User experience
  5. 5. 250 000 UNIQUE VISITORS 50 000 SELF ASSESSMENT TESTS 6 000 SURVEY RESPONSES 7 USER INTERVIEWS SO FAR THIS YEAR…
  6. 6. A C T I VAT I O N   PA G E THE AT-RISK PLAYERS Diverse group Gambling is important Social Normalised Have experienced losing control Motivated to stay in control - self imposed strategies
  7. 7. LET’S TALK USER INTERFACE DESIGN
  8. 8. LET’S TALK USER INTERFACE DESIGN IT MATTERS
  9. 9. LET’S TALK USER INTERFACE DESIGN IT MATTERS A LOT!
  10. 10. A C T I VAT I O N   PA G E • Sense  of  security   • Explain  Playscan   • Explain  why  to  activate   • Attractive  communication  -­‐  a  movie
  11. 11. 10% A C T I VAT I O N   PA G E • Sense  of  security   • Explain  Playscan   • Explain  why  to  activate   • Attractive  communication  -­‐  a  movie n=12  300
  12. 12. We believe that: By applying usability principles, we will get more at-risk players to use the RG-tool.
  13. 13. 10% A C T I VAT I O N   PA G E • Sense  of  security   • Explain  Playscan   • Explain  why  to  activate   • Attractive  communication  -­‐  a  movie n=12  300
  14. 14. A C T I VAT I O N   PA G E 10% • Focus  on  the  player  -­‐  not  Playscan   • Familiar  words   • One  button  -­‐  no  choices   • Transparency  -­‐  what  will  happen  when  I   click  the  button?   • Help  and  documentation  available  -­‐  for   those  seeking  it 10% • Sense  of  security   • Explain  Playscan   • Explain  why  to  activate   • Attractive  communication  -­‐  a  movie n=12  300
  15. 15. 45% 10% A C T I VAT I O N   PA G E • Sense  of  security   • Explain  Playscan   • Explain  why  to  activate   • Attractive  communication  -­‐  a  movie • Focus  on  the  player  -­‐  not  Playscan   • Familiar  words   • One  button  -­‐  no  choices   • Transparency  -­‐  what  will  happen  when  I   click  the  button?   • Help  and  documentation  available  -­‐  for   those  seeking  it n=12  300
  16. 16. 45% 10% A C T I VAT I O N   PA G E • Sense  of  security   • Explain  Playscan   • Explain  why  to  activate   • Attractive  communication  -­‐  a  movie • Focus  on  the  player  -­‐  not  Playscan   • Familiar  words   • One  button  -­‐  no  choices   • Transparency  -­‐  what  will  happen  when  I   click  the  button?   • Help  and  documentation  available  -­‐  for   those  seeking  it A LOT! n=12  300
  17. 17. Activate Playscan See my risk level 25%10%
  18. 18. Activate Playscan See my risk level Small and apparently insignificant details can have major impacts on people's behavior. A good rule of thumb is to assume that "everything matters". - Richard H. Thaler & Cass R. Sunstein, NUDGE 25%10%
  19. 19. 45%
  20. 20. Persuasive Technology “Interactive computing systems designed to change people’s attitudes and behaviours” - B.J. Fogg
  21. 21. Persuasive Technology “Interactive computing systems designed to change people’s attitudes and behaviours” - B.J. Fogg
  22. 22. We believe that: By applying persuasive design principles, we will get even more at-risk players to use the RG-tool.
  23. 23. Are you curious about your gambling habits? Curious?  Try  here! 40% n=68  000
  24. 24. Are you curious about your gambling habits? Curious?  Try  here! 33% Are you curious about your gambling habits? Curious?  Try  here! 40% n=68  000
  25. 25. Curious?  Try  here!Curious?  Try  here! S O C I A L P RO O F C O M M I T M E N T S E N S E O F U RG E N C Y Are you curious about your gambling habits?Are you curious about your gambling habits? 33%40% n=68  000
  26. 26. More than 100 000 players already keep track of their gambling habits. Check out yours! See  my  risk  level S O C I A L P RO O F Keeping track of your gambling habits is important, wouldn’t you agree? Yes,  I  want  to  keep  track  of  my  gambling Have you checked out your risk profile yet? Go ahead! C O M M I T M E N T S E N S E O F U RG E N C Y See  my  risk  level Curious?  Try  here!Curious?  Try  here! Are you curious about your gambling habits?Are you curious about your gambling habits? 33%40% n=68  000
  27. 27. More than 100 000 players already keep track of their gambling habits. Check out yours! See  my  risk  level S O C I A L P RO O F Keeping track of your gambling habits is important, wouldn’t you agree? Yes,  I  want  to  keep  track  of  my  gambling Have you checked out your risk profile yet? C O M M I T M E N T S E N S E O F U RG E N C Y See  my  risk  level 60%  click Curious?  Try  here!Curious?  Try  here! Are you curious about your gambling habits?Are you curious about your gambling habits? 33%40% Go ahead! n=68  000 60%  click 60%  click
  28. 28. 10% More than 100 000 players already keep track of their gambling habits. Check out yours! See  my  risk  level Keeping track of your gambling habits is important, wouldn’t you agree? Yes,  I  want  to  keep  track  of  my  gambling Have you checked out your risk profile yet? See  my  risk  level 60% Go ahead! n=68  000
  29. 29. n=68  000 10% More than 100 000 players already keep track of their gambling habits. Check out yours! See  my  risk  level Keeping track of your gambling habits is important, wouldn’t you agree? Yes,  I  want  to  keep  track  of  my  gambling Have you checked out your risk profile yet? See  my  risk  level 60% Go ahead! A LOT!
  30. 30. Recognizing Gambling-related Problems Brief screens can help people decide whether to seek formal evaluation of their gambling behavior. You can find one recent screen, the Brief Biosocial Gambling Screen (BBGS)*, below. The 3-item BBGS is based on the American Psychiatric Association's Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) criteria for pathological gambling. Following the BBGS, please indicate how you feel right now about your gambling by clicking below the statement that best describes your feelings.
  31. 31. Recognizing Gambling-related Problems Brief screens can help people decide whether to seek formal evaluation of their gambling behavior. You can find one recent screen, the Brief Biosocial Gambling Screen (BBGS)*, below. The 3-item BBGS is based on the American Psychiatric Association's Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) criteria for pathological gambling. Following the BBGS, please indicate how you feel right now about your gambling by clicking below the statement that best describes your feelings. V S
  32. 32. Recognizing Gambling-related Problems Brief screens can help people decide whether to seek formal evaluation of their gambling behavior. You can find one recent screen, the Brief Biosocial Gambling Screen (BBGS)*, below. The 3-item BBGS is based on the American Psychiatric Association's Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) criteria for pathological gambling. Following the BBGS, please indicate how you feel right now about your gambling by clicking below the statement that best describes your feelings. V S A LOT!
  33. 33. CONSIDER TODAY: How do we make it work? Natalia Matulewicz Head of Product and User Experience, Playscan The SNSUS Conference, Stockholm, June 2015 natalia@playscan.com @jag_natalia

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