Safer Gambling

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Company

Tabcorp operates within the rigorously regulated gambling industry, where prioritizing customer welfare and compliance with stringent regulations is fundamental.

My role

As the lead Service Designer on this project, I spearheaded the integration of responsible gambling practices into the TAB customer experience.

Goals

Our objective was to elevate customer engagement while fostering responsible gambling behaviours to mitigate potential harm.

Betting on a Safer Future

For many punters, responsible gambling is a distant concern, often ignored or misunderstood. Yet, the subtle ripple effects of unrecognised harm in gambling can amplify into substantial issues over time. 

The hidden dangers of sports betting can strike unexpectedly, turning a pastime into a problem. Our mission is to change this narrative. By integrating early interventions and fostering open conversation, we aim to weave responsible gambling practices into every aspect of the TAB experience. 

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Commissioned for Change

I was tasked to develop a thorough understanding of the current customer experience for responsible gambling. This initiative aimed to explore deeply how responsible gambling practices resonate with users, revealing both their tangible impacts and nuanced pain points. 

APPROACH

Reimagining the Customer Care Journey

Working collaboratively across Risk, Regs, Product and Design, the 8-week approach leveraged elements from across Design Thinking, LEAN and Agile. All working towards delivering a proactive and supportive environment that ensures player well-being and fosters a sustainable, enjoyable wagering experience. 

1. DISCOVER

What are our users’ current experiences, pain points and needs?

Reviewing existing documentation and artefacts, the team developed an initial point of view on what the end-to-end journey looked like. Key insights that were distilled were then validated against VOC data and internal stakeholder interviews.

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2. DESIGN

What gaps exist between customer needs and wants, and the back-of-house systems?

Synthesised findings were mapped across one journey and aligned to their supporting back-of-house processes to provide a holistic view. This view helped identify key pain points and opportunities for both our customers and TAB.

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3. RECOMMEND

How can the implementation of Gamescanner add value to the identified gaps?

A list of recommendations was formed, based on the current journey experience, the intended impact of Gamescanner technology and any outstanding gaps that need to be addressed to enhance the current state experience. 

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DISCOVER

Existing Documents were Gathered, Collated and Synthesised

The team explored 15+ existing documents, artefacts and VOC insight overviews from Condens. Synthesising themes and bringing key insights to life, the below is a highlight of some of the strategic documents that most helped develop a holistic view of the current state.

11 STAKEHOLDER INTERVIEWS CONDUCTED

Included:

  • TAB X
  • Responsible Gambling
  • Data & Analytics
  • Risk & Monitoring
  • Product
  • Design
  • Customer Service Centre
15 DOCUMENTS AND PROJECTS REVIEWED

Examples: 

  • Responsible Gambling Uplift – Mantle Group
  • Customer Care interventions overview & uplift
  • VoC Web feedback

INITIATIVES AND PROJECTS ALIGNED

Examples:

  • GameScanner Integration
  • RG Dashboard
  • Take a Break uplift
  • Deposit Limit uplift
  • RG Intervention Strategy
PROCESSES AND SYSTEMS  MAPPED 

Examples:

  • RG Player Tracking
  • Gamescanner Alarm System
  • High-Value Customer Process Network
  • High-Value RG process
  • RG Single Customer Review Dashboard

DESIGN

Capturing Insights in a Single Journey

After synthesising the research findings, I distilled them into a comprehensive service design blueprint. This blueprint serves as a strategic map, effectively communicating the customer needs, desires, pain points, and opportunities identified across the entire journey. It integrates key data points and insights to guide the development of solutions that enhance the overall service experience.

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The Journey Condensed 

We summarised the critical findings into a concise summary presented on a single page. This summary encapsulates the essential learnings from our research and serves as a strategic reference point for informing and guiding the service design process. 

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BEHAVIOURAL ARCHETYPES

Who are we designing for?

I developed three behavioural archetypes focusing on capturing the different behaviours of users at various gambling risk levels. These archetypes fully express specific user groups' needs, desires, habits, and betting preferences.

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KEY INSIGHTS

Revealing the Customer Experience

Our investigation revealed vital insights into the current customer experience, uncovering significant pain points and areas for enhancement. These key findings illuminate the path forward, providing a foundation for strategies that will elevate user satisfaction, boost engagement, and foster a safer, more enjoyable gambling environment. 

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STRATEGIC CHALLENGE STATEMENTS

Strategic Challenge Statements

A series of four How Might We (HMW) challenge statements were developed to create focus and narrow the scope for problem-solving. Each statement was supported by the key opportunities and data points used from the Service Design Blueprint and additional discovery work.

Solving these challenges requires a 3-pronged approach.  

 

 

➪ How might we motivate customers to actively use the available responsible gambling tools?

 

➪ How might we streamline and enhance our responsible Gambling systems and processes for better user support? 

 

➪ How might we create more effective communication and engagement strategies to support responsible gambling and timely interventions? 

 

EXPERIENCE PRINCIPLES

A set of guiding principles to inspire design 

I developed 8 core values that aim to establish a unified vision and experience across various teams. These values are consistently applied to multiple projects and initiatives, drawing from research and insights into users' expectations regarding TAB's responsible gambling practices.

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DEFINE

Facilitating a Bluesky Customer Intervention workshop to Capture Solutions

Over an afternoon, 18 participants from across the business collaborated and ideated to solve the strategic challenges shaped during the discovery phase and developed 172 x ideas to enhance the Responsible Gambling Intervention Strategy.

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Collating Ideas into Opportunities

The 172 ideas developed during the ideation workshop were synthesised and grouped based on similarities in solutions. These groups were shaped by 17 concepts that touch on and solve for pain points, across the end-to-end experience.

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RECOMMEND

Future State Interventions Journey

An end-to-end intervention journey was developed using key elements from the 17+ service concepts. This journey identified various intervention methods recommended for each risk level and prompted automated actions from TAB based on customer actions.

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Get in touch

anhle.is@gmail.com

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