Developing iGaming interfaces can be a challenging task at the best of times, let alone when trying to circumvent the void between independent design and development agencies working on the project. This article explores the keys to making creative collaboration a success.
Developing iGaming interfaces that drive customer engagement, conversion and retention has never been more critical to gaining competitive advantage. There are many considerations in achieving the ultimate user experience, including tailoring your design to your audiences’ regional preferences – and avoiding the pitfall of a “one design for all” approach (as highlighted in a recent report by Eilers & Krejcik).
Specialist Skillsets
Best-in-class user experiences require best-in-class suppliers. With design and development being two distinct specialist skillsets, multi-agency project teams have become the norm. This scenario can however result in common problems such as timeline, scope and budget creep, arising from potentially competing agendas, differing priorities, incompatible ways of working and poor communication.
Developing Deliverable Designs
Users expect interfaces to be intuitive and engaging. In order to achieve this, designers need to map user behaviour in wireframes that translate user journeys into compelling experiences.
To ensure wireframes are technically deliverable, it’s important that design and development agencies work hand in hand with an appreciation of the opportunities, capabilities and limitations of the technology being utilised. Clear communication throughout the design and development process are critical to ensuring parties are aligned and agreement is reached on decisions to successfully achieve project milestones.
Reducing Risk
Using shared working environments can really help to get everybody (the Operator and the agencies) on the same page in terms of how the user will experience their journey through the interface and in turn de-risk the deployment. Tools like these leave no room for interpretation or guess work and ensure that designs are accurately interpreted in the build.
Dynamic Duo
The utopian ideal is to have two specialists operating as one, the Batman and Robin dynamic duo of design and build! Rokker Network businesses Random Colour Animal (RCA) and Pretty Technical (PT) do just that – setting the bar in terms of collaborative digital delivery.
At the beginning of a new project, we run a joint ideation and discovery phase to achieve alignment on a project from day one. This process defines the direction for the User Interface (UI) and User Experience (UX), technical architecture and technology stack. It also considers the bigger picture, ensuring that the product is executed in line with the launch strategy and that business objectives such as commercial priorities and plans for the brand and product will be achieved.
Client-Centric Collaboration
Throughout the project we ensure cohesive delivery processes are enabled through our use of shared communication and project management tools, and our use of interactive prototyping tool Figma. We advocate a Minimum Viable Product, agile development approach where suitable. This enables hands-on testing and feedback to be realised in subsequent product iterations.
Time and again, clients comment on the ease of working with the partnership, enjoying greater efficiencies and superior products as an outcome. As the two companies work together consistently, we have well established ways of working, communication channels and methods of collaborative delivery. An example of this is our work with white-label mobile platform provider ‘Inside the Pocket’ (ITP) which you can read more about in this case study.
If you’d value a discussion about the design and development of your digital interface, or would appreciate an audit of your existing system please email [email protected].
