Home Page
Background
The home page provides the “front door” for many users that will arrive at BetStop. It’s most important function is to give users the information they need to convert to self-exclusion.
User needs
Immediately provide users with the means to self-exclude
Inform users of how BetStop works
Build trust in BetStop
Inform users of other opportunies for gambling support
Provide users with ways to easily and quickly share BetStop
Give the ACMA (client stakeholder) a place to share media releases
Pathways into BetStop
Word of mouth
Referred by friends or family
Gambling support services
Print campaign
Social media campaign
TV commercials
Search engines
Hero banner
Correctly executed hero banners create a clear snapshot of a service for users first landing on a website. The Hero Banner designed for the BetStop homepage:
Concisely informed the benefits of BetStop
Provided a CTA to register
Responsive across mobile and large breakpoints
Matched the media campaign, assuring users they had landed on the correct website
Implemented small alterations from the media campaign to keep the banner WCAG compliant
Testimonials
Testimonials can be a powerful tool in converting users. Examples of lived experience can help users empathise with the possible outcomes.
Considerations
BetStop needs to have been live for a long enough period to have an effect. If published too early, the testimonials could lose trust rather than build it.
Frontlining an extreme testimonial may give the perception that it is a tool for extreme cases
Testimonials need to be showcased in a way that resonates with all user groups
Outcome
Using a standard design pattern for housing articles this allowed me to:
Display multiple testimonials as case studies
Allowed users to explore further testimonials
Allowed users to easily scan and find a testimonial that resonated with them
Share Betstop
For those who may be looking to bring awareness to BetStop with others, we provided an easy share function.
Feedback from testing brought around the familiar concerns of user privacy. This had us re-work the copy to inform users that the shared functions were private and not tracked.
Media releases
There was a requirement to house media releases on the homepage. Here users could keep up to date with BetStop and any media releases around the program. This would include any issues around service outages, breaches of service by gambling companies, scam alerts, etc.
