IGT Casino Systems Service Window
M5 is based on the HTML5 industry standard, which enables you to personalize your service window and banner content easily. With M5, your content can take over the full game screen and display promotions, events, and other personalized content. Now you can give the player more than just their name on the display, but bonus content, ads, and even promotions based on their player profile.
Player’s personalized space within the game
Service Window is the players personalized space within the game screen. It helps reduce kiosk and player club lines and gets guests playing more quickly. From beverage ordering to entering drawings and more, Service Window is the display to show all of the time-saving, convenient apps to your players.
Research
Usability Study with focus groups: there are four machines with three configurations of the Service Window, two vertical and one horizontal SW. And in addition a smaller machine with a peculiar configuration (customized for its size). Players were given specific tasks such as logging with Cardless Connect, money transfers and point redemptions. We were observing how they interact with the EMG (Electronic Gaming Machine) and use the interface.
Discussions: likes ,dislikes, concerns, experience at the casino, pain points, areas of improvement
Role: UX Designer (Research, Wireframing, Interface Design, Prototyping and Testing)
Tools used: Adobe XD, Illustrator and Photoshop
Timeline: Epic of four sprints
Sector: Entertainment
Findings & Insights
UX Best Practices and Considerations
Consider visual awareness (hierarchy, branding, eliminate complexity and outdated elements).
Body copy: convey information.
Use of new design style: images, icons, etc.
Space: room to breathe!
Consider: eliminate redundancies, simplification, no deep dives and reduce amount of clicks, inclusion, not segregation (box within box), contrast in functions (player vs. window).
Navigation tasks when needed.
Contained components.
“More Apps” is where our SW Cashless Account is, so how do we make the user not to be looking for something extra while using our system? Find out how we did it in the next section :)
VISUAL DESIGN.
Iconography
Typography: Open Sans Family
Colors
Final Results.
After testing multiple rounds with users inside the Casinos and the machines, this was the final look and feel and experience for the Service Window games. IGT noticed the increment of 20% more users using their Cashless Account SW for playing in the Casino and avoid having trouble with the old UI. One of the challenges was to perform the tests with the users during pandemic, but we managed it pretty all right!
What went wrong: This project was a due deadline during pandemic, so most of the testing and research was done with restrictions according to the casinos that could operate normally during the period and getting the users to test the machines was also tough, it was not as expected, but still we could manage a significant group.
Other considerations were that this product is the most successful and on-demand product of IGT in the market nowadays. The challenging part for design was how to adjust everything to a very particular custom sized product that was NOT made for either web or mobile :)
