Bet screen overhaul

Role
Lead UX Designer | Jam City
User Research, Interaction, Visual Design, Prototyping & Testing
Overview
Bingo Pop, Jam City’s 10-year-old legacy game, continues to generate steady revenue from its loyal player base and in-game purchases. However, the game is in need of an update, particularly its bet screen, which feels outdated and cluttered. While it still drives profit, the current design lacks the polish and clarity of more modern competitors, impacting the overall user experience. A refresh is necessary to keep it competitive and user-friendly.
Reduce drop rate. No more bailing!
Problem
The bet screen in Bingo Pop is a critical touchpoint, but user data showed that many new players were landing on it and quickly abandoning the game, signaling a major issue. I was tasked with redesigning the screen to address this drop-off, improve engagement, and enhance retention.
Understanding the Why.
Problem Solving
Noticing players were dropping off faster than a bingo ball, I decided to survey 290 users for feedback on the bet screen and compare it to similar features in competitor games like Bingo Blitz to figure out where we were going wrong.

Main questions asked:

  1. How much do you like or dislike the way the bet selection screen looks and is laid out in Bingo Pop / Bingo Blitz
  2. Is there anything confusing about what you see on the bet selection screen?
  3. How much do you agree with the following staement.
    1. It's very clear what the rewards for winning will be
    2. The screen is too busy / cluttered
    3. I know ho to change my bet
    4. I know exactly how many cherries I will have to bet to play this stage
    5. Seeing all possible rewards I can earn is important to me
  4. How much do you like or dislike the way the bet screen looks and is laid out in Bingo Blitz.

Users spoke. Time to listen
Problem Solving
We conducted a survey with 290 participants to gather feedback on the bet screen, and the results highlighted several key issues. 70% of respondents found the rewards for winning unclear, leaving them confused about the value of their bets. 63% described the bet screen as too busy and difficult to navigate—basically, like trying to read a map in a snowstorm. Most users felt the design was overwhelming and preferred the cleaner bet screens of competitors. These insights made it clear that a more streamlined and intuitive design was needed.
In-depth competitor anlaysis
competitor research

I conducted a thorough analysis of the bet screens from 10 of our top competitors, carefully examining their visual attributes, item positioning, and functional elements. By breaking down each screen, I was able to spot common design patterns and the features that seemed to pop up everywhere—like the bet amounts, reward displays, and those all-important interactive buttons. This gave me a treasure trove of insights into what users actually engaged with the most. Armed with these findings, I was able to suggest design improvements for our own bet screen, ensuring it not only met industry standards but also didn’t make users feel like they were playing a game of "Where’s Waldo?" just to place a bet.

Wireframing and Iterating
Wireframe mocks
With a clear understanding of the users' pain points and insights into what competitors were doing with their bet screens, I turned my attention to our own. This allowed me to spot areas where we could make improvements. By tweaking the design to better align with user expectations and industry standards, we aimed to transform the bet screen from a source of frustration into a seamless, enjoyable experience. After all, no one wants to feel like they need a degree in rocket science just to place a bet!
Protyping early wireframes
interaction and functionality

I developed several iterations of the bet screen, experimenting with different layouts and features to find the winning formula. After refining these versions, we landed on the one you see below. One of the key updates was moving the "Power Ups" feature directly onto the bet screen—a feature we usually introduce later. By adding it upfront, we hoped to eliminate an extra step and let players dive into the game faster, without feeling like they were jumping through hoops. We then prototyped this version, making sure the "Power Ups" were seamlessly integrated, so users could engage with the game more quickly

Initial test results
Insights
We tested the first prototype of the new bet screen with both new and returning users to see how they'd respond to a layout more in line with our competitors. Our goal was to get a sense of what they liked—and what they didn’t—about the updated design and how it affected their overall experience. The feedback we received was a mix of positive insights and helpful suggestions for improvement.

On the Positive :

  1. Users appreciated the new layout, mentioning that it felt less overwhelming than the previous design.
  2. The new First-Time User Experience (FTUE) screens were particularly successful in preparing users for what to expect, guiding them through the initial steps smoothly.
  3. Users had no trouble understanding how to select cards and adjust their bet amounts, suggesting that the core mechanics of the screen were clear and intuitive.

On the Negative:

  1. Users found it difficult to understand the "Power Ups" and how they functioned within the context of the game.
  2. There was a clear need for more information or guidance on the powerups to help users make informed decisions.
  3. The placement of the bet meter below the card selection caused confusion, as users felt it was out of sync with the game’s flow—since selecting cards was the starting point of the game, having the bet meter positioned further down felt odd to many.

This initial round of testing provided valuable insights that would help refine the design further, particularly around the powerup feature and the layout of the bet meter.

2nd test results
Iterating
We tested the first prototype of the new bet screen with both new and returning users to see how they'd react to a layout similar to our competitors. We wanted to find out what they liked, what they didn’t, and how the new design impacted their experience. The feedback we got was a mix of positive comments and some great suggestions for tweaks.
Seeing Results
Overall stats after completion

We ran a limited test with 5% of live users, and the results were promising—a 27% drop in users bailing after the bet screen! We’re still iterating and making improvements, because hey, even good things can get better!