The document discusses the importance of user interface design for responsible gambling tools. It summarizes data on users of their tool so far this year, including 250,000 unique visitors and 50,000 self-assessment tests. It then discusses the diverse group of at-risk players that use these tools and their motivations. The bulk of the document focuses on how small details in user interface design can significantly impact user behavior and adoption of responsible gambling tools. It advocates applying usability and persuasive design principles to get more at-risk players to utilize these tools.

1. HOW DO PLAYERS
USE A RESPONSIBLE
GAMBLING TOOL?
WHY USER INTERFACE DESIGN MATTERS
Natalia Matulewicz
Head of Product and User Experience, Playscan
The SNSUS Conference, Stockholm, June 2015 natalia@playscan.com
@jag_natalia

2. I W O R K H E R E …

3. Responsible gambling User experience

4. Responsible gambling User experience

9. 250 000 UNIQUE VISITORS
50 000 SELF ASSESSMENT TESTS
6 000 SURVEY RESPONSES
7 USER INTERVIEWS
SO FAR THIS YEAR…

10. A C T I VAT I O N
PA G E
THE AT-RISK PLAYERS
Diverse group
Gambling is important
Social
Normalised
Have experienced losing control
Motivated to stay in control - self imposed strategies

11. LET’S TALK
USER INTERFACE DESIGN

12. LET’S TALK
USER INTERFACE DESIGN
IT MATTERS

13. LET’S TALK
USER INTERFACE DESIGN
IT MATTERS
A LOT!

14. A C T I VAT I O N
PA G E
• Sense
of
security
• Explain
Playscan
• Explain
why
to
activate
• Attractive
communication
-­‐
a
movie

15. 10%
A C T I VAT I O N
PA G E
• Sense
of
security
• Explain
Playscan
• Explain
why
to
activate
• Attractive
communication
-­‐
a
movie
n=12
300

16. We believe that:
By applying usability principles, we will get
more at-risk players to use the RG-tool.

17. 10%
A C T I VAT I O N
PA G E
• Sense
of
security
• Explain
Playscan
• Explain
why
to
activate
• Attractive
communication
-­‐
a
movie
n=12
300

18. A C T I VAT I O N
PA G E
10%
• Focus
on
the
player
-­‐
not
Playscan
• Familiar
words
• One
button
-­‐
no
choices
• Transparency
-­‐
what
will
happen
when
I
click
the
button?
• Help
and
documentation
available
-­‐
for
those
seeking
it
10%
• Sense
of
security
• Explain
Playscan
• Explain
why
to
activate
• Attractive
communication
-­‐
a
movie
n=12
300

19. 45%
10%
A C T I VAT I O N
PA G E
• Sense
of
security
• Explain
Playscan
• Explain
why
to
activate
• Attractive
communication
-­‐
a
movie
• Focus
on
the
player
-­‐
not
Playscan
• Familiar
words
• One
button
-­‐
no
choices
• Transparency
-­‐
what
will
happen
when
I
click
the
button?
• Help
and
documentation
available
-­‐
for
those
seeking
it
n=12
300

20. 45%
10%
A C T I VAT I O N
PA G E
• Sense
of
security
• Explain
Playscan
• Explain
why
to
activate
• Attractive
communication
-­‐
a
movie
• Focus
on
the
player
-­‐
not
Playscan
• Familiar
words
• One
button
-­‐
no
choices
• Transparency
-­‐
what
will
happen
when
I
click
the
button?
• Help
and
documentation
available
-­‐
for
those
seeking
it
A LOT!
n=12
300

21. Activate Playscan See my risk level
25%10%

22. Activate Playscan See my risk level
Small and apparently insignificant details can have
major impacts on people's behavior. A good rule of
thumb is to assume that "everything matters".
- Richard H. Thaler & Cass R. Sunstein, NUDGE
25%10%

23. 45%

24. Persuasive Technology
“Interactive computing systems designed to
change people’s attitudes and behaviours”
- B.J. Fogg

25. Persuasive Technology
“Interactive computing systems designed to
change people’s attitudes and behaviours”
- B.J. Fogg

26. We believe that:
By applying persuasive design principles, we will
get even more at-risk players to use the RG-tool.

27. Are you curious about your gambling habits?
Curious?
Try
here! 40%
n=68
000

28. Are you curious about your gambling habits?
Curious?
Try
here! 33%
Are you curious about your gambling habits?
Curious?
Try
here! 40%
n=68
000

29. Curious?
Try
here!Curious?
Try
here!
S O C I A L P RO O F
C O M M I T M E N T
S E N S E O F U RG E N C Y
Are you curious about your gambling habits?Are you curious about your gambling habits?
33%40%
n=68
000

30. More than 100 000 players already keep track
of their gambling habits. Check out yours!
See
my
risk
level
S O C I A L P RO O F
Keeping track of your gambling habits is
important, wouldn’t you agree?
Yes,
I
want
to
keep
track
of
my
gambling
Have you checked out your risk profile yet?
Go ahead!
C O M M I T M E N T
S E N S E O F U RG E N C Y
See
my
risk
level
Curious?
Try
here!Curious?
Try
here!
Are you curious about your gambling habits?Are you curious about your gambling habits?
33%40%
n=68
000

31. More than 100 000 players already keep track
of their gambling habits. Check out yours!
See
my
risk
level
S O C I A L P RO O F
Keeping track of your gambling habits is
important, wouldn’t you agree?
Yes,
I
want
to
keep
track
of
my
gambling
Have you checked out your risk profile yet?
C O M M I T M E N T
S E N S E O F U RG E N C Y
See
my
risk
level
60%
click
Curious?
Try
here!Curious?
Try
here!
Are you curious about your gambling habits?Are you curious about your gambling habits?
33%40%
Go ahead!
n=68
000
60%
click
60%
click

32. 10%
More than 100 000 players already keep track
of their gambling habits. Check out yours!
See
my
risk
level
Keeping track of your gambling habits is
important, wouldn’t you agree?
Yes,
I
want
to
keep
track
of
my
gambling
Have you checked out your risk profile yet?
See
my
risk
level
60%
Go ahead!
n=68
000

33. n=68
000
10%
More than 100 000 players already keep track
of their gambling habits. Check out yours!
See
my
risk
level
Keeping track of your gambling habits is
important, wouldn’t you agree?
Yes,
I
want
to
keep
track
of
my
gambling
Have you checked out your risk profile yet?
See
my
risk
level
60%
Go ahead!
A LOT!

35. Recognizing Gambling-related Problems
Brief screens can help people decide whether to seek formal evaluation
of their gambling behavior. You can find one recent screen, the Brief
Biosocial Gambling Screen (BBGS)*, below. The 3-item BBGS is based
on the American Psychiatric Association's Diagnostic and Statistical
Manual of Mental Disorders (DSM-IV) criteria for pathological gambling.
Following the BBGS, please indicate how you feel right now about your
gambling by clicking below the statement that best describes your
feelings.

36. Recognizing Gambling-related Problems
Brief screens can help people decide whether to seek formal evaluation
of their gambling behavior. You can find one recent screen, the Brief
Biosocial Gambling Screen (BBGS)*, below. The 3-item BBGS is based
on the American Psychiatric Association's Diagnostic and Statistical
Manual of Mental Disorders (DSM-IV) criteria for pathological gambling.
Following the BBGS, please indicate how you feel right now about your
gambling by clicking below the statement that best describes your
feelings.
V S

37. Recognizing Gambling-related Problems
Brief screens can help people decide whether to seek formal evaluation
of their gambling behavior. You can find one recent screen, the Brief
Biosocial Gambling Screen (BBGS)*, below. The 3-item BBGS is based
on the American Psychiatric Association's Diagnostic and Statistical
Manual of Mental Disorders (DSM-IV) criteria for pathological gambling.
Following the BBGS, please indicate how you feel right now about your
gambling by clicking below the statement that best describes your
feelings.
V S
A LOT!

38. CONSIDER TODAY:
How do we make it work?
Natalia Matulewicz
Head of Product and User Experience, Playscan
The SNSUS Conference, Stockholm, June 2015 natalia@playscan.com
@jag_natalia