Gamesys | Customer Support

Optimising customer experience while contacting support for players of Gamesys’ ventures.

customer support - prototype - desktop

Gamesys | Customer Support


Problem statement

Gamesys is a provider of online gambling experiences like slots, bingo, poker, betting and casino games. It runs experiences on 8 ventures that include VirginGames, VirginBet,  HeartBingoJackpotjoy, and Botemania. In this project, I was tasked to optimise a customer support experience in all of the ventures. The problems that were common throughout all the ventures included:

1. A large amount of players are forced to leave the game when trying to contact support, which breaks their gaming experience and leaves them frustrated.

2. After landing on the Help Centre site, a large percentage of users struggle to find information they are looking for, as well as have difficulties contacting support via chat or phone.


1. Create a contextual support experience to allow users search for information and / or contact support, without leaving the game experience.

2. Improve Information Architecture of the Help Centre pages to promote the ability to find needed information easy and quickly.

Considering websites at Gamesys have just got built in side panel (on desktop), and a sliding navigation section (on mobile) for personal space and promotions, to save space and reduce cognitive clutter for customers while playing games, we decided to integrate the support solution within the side panel.

Team and responsibilities

Team: UX (Gamesys), UI (Gamesys), 3d party development company
My role: Research, UX design, Project coordination, Manual QA
Tools: Adobe XD, Omnigraffle

My responsibilities in this project included:

  • conducting usability evaluation, user research, market research, and data analysis of the previous CS solutions;

  • running card sorting and tree testing exercises to improve Information Architecture;

  • creating user flows, wireframes, and prototypes;

  • project coordination and manual QA on the side of Gamesys.



To learn more about the problem and why Customer Support pages don’t perform well, I conducted quantitative research, user research and usability evaluation of previous Help Centre solutions. These exercises pointed out major pain points consistent throughout most ventures, namely:

  1. Non-optimised non-responsive mobile experience;

  2. Inconsistent navigation throughout the sites;

  3. Unclear labelling of categories and pages;

  4. Many pages were duplicated throughout the site;

  5. Content couldn’t be filtered or searched through easily;

  6. Unclear categories and content grouping.

Information Architecture

To fix the issues, we started off with information architecture and content strategy.

To make categories and question titles more scannable, we unified and simplified content labelling following the rules:

  1. Substituting questions with short labels (eg. “Loyalty bonuses” instead of “I have a question about Loyalty bonuses, where can I find answers?”).

  2. No more than 40 symbols in a title.

  3. Consistent sentence case throughout all labels.

  4. Removing ambiguity in question titles.

The research also pointed out that the language of the content was neither clear, nor matching the tone of voice for the brands. This made us reconsider the language, and make sure it is:

  1. In a conversational format;

  2. Personalised;

  3. Short and easy to scan through.

Simplifying labels

Simplifying labels

I then ran card sorting and tree testing exercises: first to group all the content and label the groups; and then to validate the categories. Together with the card sorting, I looked through analytics of the currently existing solution, and collected some insights on what content was never searched for, or reached by the customers.

In such way we got rid of the unnecessary articles, duplicates in content, and reduced cognitive load by creating only 6 categories.


Following card sorting, we ran analysis of the most popular journeys on the current Help centre website.

We then created a site map, and tested the idea of having a chat bot to take users through the queries journey. The testing results, however, showed that the participants would prefer to talk to a real person, rather than a chat bot. Trust and comfort of sharing private details is one of the most important values that Gamesys try to convey for their customers. Thus, this finding made us pivot, and go back to creating a Home page with a funnel of queries with a Live chat.

An example of a flow chart of one of the journeys, created for the chat bot.

An example of a flow chart of one of the journeys, created for the chat bot.

Wire-framing and prototyping

Having collected all the insights from the research, I wire-framed and prototyped a few solutions to run quick in-house usability testing.

After each testing, we were able to collect some feedback and iterate on prototypes.

Presentation deck with the flows for the mobile experience

Presentation deck with the flows for the mobile experience

Example of a few mobile wireframes

Example of a few mobile wireframes

An example of a desktop side panel with a Help centre page on

An example of a desktop side panel with a Help centre page on

An example of the desktop side panel with a Live Chat anatomy

An example of the desktop side panel with a Live Chat anatomy

Visual design

After a series of in-house testing and iterating on the results, we finalised the flows and the look for the desktop side panel and mobile experience. UI designer then adapted the look to match with the brand guidelines for each venture.

We then collaborated with the 3d party development company, who built the product for us and integrated it for HeartBingo, and Virgin Games.

customer support - prototype - desktop
customer support - prototype - desktop1
customer support - prototype - desktop2


For us to be able to measure the performance, the MVP of the contextual support solution was first integrated on only one venture website - Heart Bingo.

Having a considerable number of customers contacting support, we collected feedback on the chat and contact form performance through customer support operators. Having surveyed 8 operators who processed up to 50 contacts by that time, the feedback was generally positive with all customers being able to successfully contact support through chat and the contact support form. None of the customers commented they had any issues or were dissatisfied with the ways to contact support.

We also integrated analytics to later on collect, measure, and compare the efficiency of the Help Centre journeys.