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We helped a major bingo company to understand the needs and behaviours of their online gaming customers in order to establish a strategic plan to develop their website and ultimately increase market share for the business.
To help our client understand their customers’ online gaming expectations and behaviours as part of the development of the company’s customer experience and web strategy.
Our client is a well-established business with a chain of bingo halls across the UK and a range of online bingo and arcade-style games. As a market leader offline, the company would like to replicate this success online, but have struggled to differentiate their website from competitor sites using similar gaming platforms. They intend to make significant changes to their site to increase customer retention and convert offline customers to online users.
The bingo company asked us to conduct in-depth research into their customers’ online gaming experiences and expectations. The results would be used to inform strategic planning for product innovation, marketing and cross-channel acquisition.
What we did
We used a range of research techniques to create fictional bingo customers (personas) each with different needs, behaviours and motivations.
We interviewed a broad range of our client’s existing gaming customers to determine how, when and why they play bingo and slot machine games online. We observed their behaviour while playing the games and discussed their motivations and barriers to using the website.
We also visited a bingo hall to gather insights into the offline gaming environment and conducted workshops with the company’s marketing and customer services representatives to explore their perceptions of bingo consumers.
We synthesised all of this information into four personas - each representing different users - and explored how each group would experience our client’s games, both online and offline, as both new and existing gamers. We then identified points in the customer experience journey where their needs weren’t being met and worked with our client to generate ideas for possible solutions and improvements to the customer experience journey.
Our findings are being used internally by our client to ensure that strategic and tactical decisions are both customer-centric and integrated across online and offline bingo channels.
Our client is using our research results to develop a strategic plan for achieving some ambitious business targets for their bingo website. We provided valuable insight into the needs and behaviours of their customers and our personas are being used company-wide from the marketing department to the web development team and by product managers of both the online and offline clubs. The personas have also been used to drive the requirements for the new gaming site.
“We hope we will be running a project with you again in the near future as it's always a pleasure to work with you.”
Head of User Experience, leading UK Bingo company
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