Merkur is a big German online casino games provider and betting company with over 100 physical objects all across the country. But, their web platform was not the exact projection of their brand image as one of the leading companies on the market.
The Merkur XTip app rebranding project centers on understanding user needs. We employed diverse tools to analyze and refine the platform, addressing user pain points for enhanced usability. Our approach prioritizes iterative improvement through user-centric design, ensuring the app meets evolving expectations.
Poor user experience challenged us to dig dip inside the brains of their users and find out the pain points that was pulling them away from the platform, but also to create a superstitious user experience and a fancy and modern app with innovative functions while maintaining simplicity and ease-of-use platform with intuitive interface and top notch experience.
The challenge of understanding the users, target groups and their needs led us to focus primarily on improving user experience in terms of decreasing the number of steps for important actions, simplified user interface and implementation of basic rules of modern and user-friendly betting platforms.
The app was developed with both dark and light modes to cater to the diverse preferences of all users. Offering these options not only enhances visual appeal but also provides several key benefits. Dark mode reduces eye strain in low-light environments and can save battery life on mobile screens, while light mode improves readability in bright conditions and can make content appear cleaner and more vibrant. By including both modes, we ensure a flexible and comfortable user experience, accommodating personal preferences and keeping an app up to date with design trends.
Product testing had two phases. First one via product testing using the latest AI tools and software for tracking users behavior and their journey throughout the whole platform. In the second phase of product testing we organized in-person focus groups testing with different demographic profiles of online and offline gamblers.
In the first phase of product testing and after a big effort that our design team put in creating an awesome app interface, our marketing and dev team go through user experience and product testing using the latest AI tools and software for tracking users behavior and their journey throughout the whole platform.
Basically, we gather information about customer journeys and make sure to resolve pain points for the best user conversion on the website, app or platform.
Analysis of the user journey and heatmaps using AI powered softwares and tools.
Product testing had two phases. First one via product testing using the latest AI tools and software for tracking users behavior and their journey throughout the whole platform. In the second phase of product testing we organized in-person focus groups testing with different demographic profiles of online and offline gamblers.
In the first phase of product testing and after a big effort that our design team put in creating an awesome app interface, our marketing and dev team go through user experience and product testing using the latest AI tools and software for tracking users behavior and their journey throughout the whole platform.
Our project highlights the power of iterative improvement through user-centric design, ensuring the Merkur XTip app meets and exceeds evolving user expectations. Over six months of dedicated research, development, and prototyping culminated in a brand-new, enhanced platform. This rebranding effort transformed the gambling app into a modern, intuitive, and user-friendly experience. By prioritizing user experience and leveraging comprehensive testing and feedback, we delivered a platform that not only meets contemporary user needs but also positions the gambling company for sustained success in a competitive market.
