Singapore Pools is socially responsible gaming company which is 100% owned by the Tote Board which reports to the Ministry of Finance. Their betting products includes lottery and sports betting. This contributes about $2 billion annually to the Government in the form of taxes and duties, and for the funding of good causes.
To allow betters to easily access real-time odds information in their retail outlets, Singapore Pools decided to deploy betting kiosks that provided betters with real-time odds and results on football, motor racing and lottery. Ease of use and user experience was top of their priority, especially for their main clientele pool of betters who were not computer savvy.
Singapore Pools turned to Conversion Hub to help design their kiosk user interface, with a focus on usability. The objective was to ensure that the application could be used by the primary user groups of betters who frequent their retail outlets. The objective was to enable and empower this group of users to easily retrieve betting odds and also validate results of their bets. Conversion Hub’s 360° Humanized Design Methodology was applied to the project which places the user, rather than the application, at the centre of the development process
Internal usability test showed an improvement across all key metrics