Transforming Navigation to Enhance User Engagement and Business Growth

The Challenge

Inconsistent Navigation and Lack of a Unified Design System

Our client, a leading global iGaming company, faced challenges with its core product navigation due to:

• Fragmented navigation structures across tech stacks and product verticals led to a disjointed front-end user experience.
• No centralized design system caused inefficiencies in updating navigation components and maintaining consistency.
• Limited user feedback integration meant navigation did not fully align with player expectations or behaviors.

The objective was to redesign the navigation system to:

1. Provide a consistent user experience that satisfied all product verticals.
2. Simplify user journeys for critical actions, such as authentication, placing bets, exploring promotions, and managing accounts.
3. Improve key product and commercial metrics (spoiler: it did!)

The Solution

A Research-Driven, User-Centric Approach

Jurnii adopted a comprehensive strategy involving stakeholder collaboration, extensive user research, iterative testing and experimentation to deliver a robust, scalable navigation system.

1. Card Sorting with Internal Stakeholders

To establish a clear hierarchy and structure for the new navigation system, Jurnii conducted card sorting exercises with internal stakeholders:

• Identified key features and priorities for each product vertical.
• Ensured alignment between business goals and user needs by determining the placement of products and features that mattered most to stakeholders.
• Created a foundational structure for the navigation system based on these insights.

2. Prototyping and Usability Testing

After designing conceptual wireframes for the new structure, Jurnii conducted 1:1 usability testing sessions to validate the new navigation system's effectiveness and efficiency:

• Participants: 14 users, including 5 non-users and 9 existing users (4 experienced and 5 new).
• Tasks: Users were asked to complete critical navigation tasks such as:
  • Navigating to the deposit screen.
  • Placing bets on specific sports.
  • Exploring leagues, games, and casino sections.
  • Accessing account-related features.
• Key Highlights from Findings:
  • 100% task completion rate across all activities.
  • Players praised the simplified structure, which reduced the number of clicks and improved layout clarity.
  • The System Usability Scale (SUS) showed a significant preference for the new navigation design, with the majority rating it as "Best Imaginable."

3. Scalable Design Using Material-UI

Jurnii employed atomic design principles and Material-UI to create a centralized design system:

• Reusable Components: Enabled consistency across all product verticals.
• Efficient Development: Reduced time and effort required for updates and new features.

4. Validation Through A/B Testing

The redesigned navigation system was validated through a comprehensive A/B test. Key results included:

Primary Metrics:

• Join & Login CTA Clicks: +5%
• Menu Clicks: +43%
• Total Deposit Amount: +2.24%.
• Average Deposit Amount per Customer: +1.62%.

The Outcome

A Unified and User-Centric Navigation System

The navigation overhaul resulted in significant improvements:

1. Enhanced User Engagement: Increased interaction with critical CTAs, such as "Join Now" and "Login."
2. Improved Usability: The burger menu became a key navigation tool, simplifying access to various sections.
3. Streamlined Navigation: Card sorting insights ensured navigation reflected stakeholder and user priorities.
4. Scalable and Consistent Design: The use of reusable components ensured future updates are efficient and aligned.
5. Business Growth: Higher deposit volumes and average deposit amounts reflected improved user confidence and platform usability.