​Background and Problem Statement

Creating a positive and responsible gaming experience is crucial for Svenska Spel. An important aspect of this is making sure that users play within their own comfort levels by setting appropriate limitations. Limitations are set by the user for how much money they are willing to spend, and is set by day, week and month. If the user is interested in casino games they also have to set time limitations.  Upon joining Svenska Spel, my task focused on iterating the onboarding process for new members. Despite a steady increase in new customer sign-ups over recent months, fewer users chose to deposit money and place bets. according to analytics the drop-off point was biggest when setting limitations. A known point of contentions for users but a must step because of legal requirements.  

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My Role and Responsibility 

​With this being my first internship I was working closely with my mentor, and together we worked on forming hypotheses by analysing data and validating them with user interviews. I held some of the interviews, while taking notes on others. We drew conclusions and created solutions from these interviews and the validated hypothesis. 

 

Approach and Methodology

We began by analysing existing data with the help of our analytics team, formulating hypotheses based on this data, and then conducting user interviews to gather comprehensive insights and context. This enabled us to validate our data against our hypotheses effectively.

One validated hypothesis was that users were dissatisfied with a new registration step that required setting daily, weekly, and monthly betting limits. These limits were introduced due to legal requirements. Some users felt that Svenska Spel should not interfere with their financial decisions, while others found the process confusing. This friction particularly affected users who intended to play casually and didn’t find the process worthwhile.

 

Solution Development

This feedback led to numerous engaging discussions as we brainstormed solutions. Responsible gaming is a cornerstone of Svenska Spel’s philosophy, and these limits are integral to that. Our challenge was to create the right kind of friction without deterring users. The fact that the limits had to remain was clear and our focus became making the process clearer and easier to complete, integrating it seamlessly into the onboarding flow. This involved significant work on the copy to make sure the users understood what they needed to do, how to do it, and why it was necessary. Key information had to be presented in an simple and glanceable way, but we also adhered to legal standards. We were not allowed to suggest specific amounts for the limits in advance .

 

Outcome

By refining the onboarding process, we aimed to balance compliance with user experience, making it straightforward for users to set their betting limits while upholding Svenska Spel’s commitment to responsible gaming.