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Jemel Ashley Hibbert / Designer by day, Superhero ninja by night

LOADING PERCEPTION
ENTAIN 

Year /

2023

BEHIND THE MOTIVATION
 

The motivation behind the Loading Perception project was to enhance the user experience and address the issue of perceived slow loading speeds across all brands within the Entain portfolio. The project aimed to improve loading perception during page transitions, reduce perceived wait time, and provide users with clearer indications of loading progress and responsive interactions. The project's goal was to create a seamless and engaging experience for users across all Entain brands.

THE
PROBLEM

The websites across multiple brands under the Entain umbrella, including Ladbrokes, Bwin, Coral, SportingBet, and others, faced a significant challenge of slow loading speeds. This issue negatively impacted the overall user experience and posed a potential risk of increased bounce rates. Users encountered frustratingly long wait times during page transitions, which adversely affected their perception of website performance and responsiveness. The existing design failed to provide consistent micro-interaction feedback, exacerbating the problem and contributing to a subpar user experience.

RESEARCH
2.1 BENCHMARKING
 

Benchmarking: To gain a comprehensive understanding of the current industry standards and best practices, we conducted benchmarking research across not only the online gambling industry but also other relevant industries. We analyzed and studied several popular websites to observe their loading time, the effectiveness of loading animations, and the quality of micro-interaction feedback. This broader exploration allowed us to draw insights and inspiration from various sectors, ensuring that our solutions would be informed by the best practices in user experience design.

RESEARCH
2.2 USER INTERVIEWS
 

User Interviews: We conducted user interviews with participants who were familiar with the various brands under Entain to gain insights into their perceptions and frustrations regarding slow-loading websites. Additionally, we asked participants the following question:

​

  • As an estimate, how long do you perceive specific pages take to load across different Entain brands?


       Participant responses:
 

  • Participants expressed frustration with slow-loading websites across various brands under Entain.
     

  • Many participants mentioned that the lack of consistent micro-interaction feedback during page transitions made the experience less engaging.
     

  • In response to the question about perceived page loading time, most participants estimated an average loading time of 5 to 10 seconds across different Entain brands.

Project /

LOADNING PERCEPTION

Client /

ENTAIN

Role /

LEAD UX DESIGNER

Type of work /

USER EXPERIENCE DESIGN

THE
DESIGN

Based on stakeholder feedback, research findings, and the need for a consistent user experience across multiple brands, we embarked on a series of design iterations to address the loading perception issue.

DESIGN
3.1 INITIAL CONCEPTS
 

We started by brainstorming and mocking up initial design concepts that focused on improving loading animations and micro-interaction feedback. These concepts aimed to reduce perceived wait time, provide clear loading progress indicators, and create engaging interactions during page transitions.

DESIGN
3.2 WIREFRAMES & PROTOTYPING
 

We translated the selected design concepts into detailed wireframes that mapped out the user flow and interactions. This allowed us to visualize the placement and behavior of dot loaders and the enhanced click feedback across various screens and brands. We iterated on the wireframes based on internal feedback and alignment with the desired user experience.

DESIGN
3.3 USER TESTING & FEEDBACK
 

We conducted usability testing sessions with a representative group of participants from our target audience. They interacted with the wireframe prototypes, providing valuable feedback on the effectiveness of the loading animations and micro-interaction feedback. Their insights helped refine and improve the design further.

DESIGN
3.4 ITERATIVE REFINEMENTS
 

Taking into account the feedback received from user testing, we iteratively refined the design elements, ensuring that the dot loaders were visually consistent, the click feedback was intuitive and responsive, and the overall experience was seamless across all Entain brands. We paid close attention to maintaining brand identity while providing a unified and cohesive loading perception solution.

TESTING
4.1 A/B INTERVIEWS

To validate the effectiveness of the design changes and ensure their universal applicability, we conducted A/B testing across different brands under Entain. We divided participants into two groups: Group A experienced the old design with spinners, while Group B interacted with the new design featuring dot loaders and improved click feedback.

TESTING
4.2 TESTING METRICS

During the testing phase, we measured the following metrics to assess the impact of the design changes:
 

  • Bounce Rate: The percentage of users who left the website without further interaction.
     

  • Perception of Loading Time: Participants were asked to estimate the loading time of specific pages across different Entain brands.

TESTING
4.3 POST-TEST INTERVIEWS

After the testing phase, we conducted interviews with participants from Group B to gather their feedback on the loading perception enhancements and micro-interaction feedback. Participants shared their thoughts on the design iterations and provided valuable insights into their experience:​

  • 90% of participants expressed a preference for the dot loaders over the previous spinners. They found the dot loaders to be visually engaging, providing a clear indication of loading progress.
     

  • Participants mentioned that the enhanced micro-interaction feedback, such as subtle animations and responsive click feedback, made their interactions feel more seamless and responsive across different Entain brands.
     

  • When asked about their perception of loading time, participants reported a noticeable decrease in perceived wait time, estimating an average loading time of 2 to 5 seconds across various Entain brands.

RESULTS
5.1 A/B TESTING
 

The A/B testing results demonstrated the effectiveness of the design iterations. Group B, which experienced the loading perception enhancements and improved micro-interaction feedback, showed significant improvements compared to Group A:
 

  • Bounce Rate decreased by 35%, indicating improved user engagement and reduced frustration during page transitions across all Entain brands.
     

  • Participants' perception of loading time decreased by an average of 50%, suggesting that the design changes successfully reduced the perceived wait time consistently across different Entain brands.

RESULTS
5.2 USER FEEDBACK
 

The post-test interviews provided further confirmation of the positive impact of the design iterations:
 

  • Participants expressed satisfaction with the dot loaders, noting their effectiveness in indicating loading progress and enhancing the overall user experience.
     

  • The improved micro-interaction feedback was well-received, with participants mentioning that it increased their confidence in the websites' responsiveness and made their interactions feel more enjoyable and seamless.
     

  • Participants reported that the design iterations consistently influenced their perception of loading time, making it feel significantly shorter and more tolerable across different Entain brands.

THE CONCLUSION
 

The Loading Perception project successfully addressed the issue of perceived slow loading speeds and improved the overall user experience during page transitions across multiple brands under the Entain umbrella, including Ladbrokes, Bwin, Coral, SportingBet, and others.

By implementing dot loaders, enhanced micro-interaction feedback, and iterative design refinements, we achieved a consistent and engaging user experience. The A/B testing results and user feedback validated the effectiveness of the design iterations, showcasing reduced bounce rates and a substantial decrease in the perceived wait time across all Entain brands.

These improvements demonstrate the importance of considering a consistent user experience and employing iterative design strategies to enhance loading perception universally.

The Loading Perception project serves as a successful case study of addressing loading perception challenges and improving micro-interaction feedback on a multi-brand platform.

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