When I joined as the Senior UX Designer for GetGamblingHelp.com, I embraced the opportunity to lead its first significant UX redesign. This project was not only about creating an effective design process for the current revamp but also about setting a foundation for future enhancements. The results were inspiring, with the site’s conversion rates more than doubling, marking a new chapter for the platform.
My focus was on enhancing user experience and engagement through thoughtful design. Leveraging data from heatmaps, user behavior, and SEO audits allowed for targeted improvements, boosting the site’s usability and performance.
The Get Gambling Help website faced considerable usability issues, characterized by a mix of outdated design elements and cluttered layouts. Users grappled with stale information, an overwhelming visual experience, a complicated taxonomy, and a non-intuitive user flow. Compounding these challenges were strict constraints that required careful balancing of multiple custom functionalities with limited developer resources.
As the sole UX designer, I took a leadership role, collaborating with engineers to realize our vision. My involvement included research, sketches, wireframes, and mockups, and overseeing development. This iterative approach ensured the final design was user-friendly and effective in achieving the site’s goals.
In our quest to enhance the user experience on Get Gambling Help, we’ve crafted thoughtful objectives:
Our UX and SEO analyses have illuminated insights that have guided our redesign:
Post-redesign, I led ongoing UX efforts with rapid iterations that further increased traffic, engagement, and conversion rates. This case study highlights how our collaborative team worked to make the site a more valuable resource for those seeking gambling help.
Before the redesign, GetGamblingHelp.com struggled with usability issues that hampered its effectiveness. A cluttered design, outdated information, and complex navigation created a confusing experience. With 66% of users on mobile, lack of optimization was a significant barrier. Poorly positioned CTAs and overcrowded visuals resulted in missed opportunities to support those in need.
The redesign addressed these challenges comprehensively. A streamlined, user-friendly design with clear navigation and CTAs like “Get Help Now” and “Text HOPE” improved readability and engagement. Mobile optimization ensured accessibility on all devices, significantly boosting user interaction, especially with CTAs.
Throughout development, I led UX efforts with a focus on data-driven decisions and continuous improvement. UX and SEO insights highlighted needs for better mobile responsiveness, effective CTA placement, and reduced drop-off rates. These insights guided our strategy, leading to features like a sticky header and improved content segmentation. Monitoring user behavior revealed that sections like “Stories of Hope” were effective in engagement.
The transformation of GetGamblingHelp.com showcases the profound impact of thoughtful UX design and ongoing development. By addressing initial limitations and utilizing valuable insights, we crafted a platform that enhances user experience and aligns with the organization’s mission to support those facing gambling addiction challenges.
