The review follows new KYC regulation
Degree 53, specialists in the UX, design and software development for the online gambling industry, have published a UX review which focuses on the new age and identity verification process, introduced in May this year. The review follows the regulatory changes by the UK Gambling Commission to verify customers at the point of registration.
The Age Verification UX Review looks at how operators have approached this process to find the best ways of addressing this update. Degree 53 has once again published the UX report to highlight the role of usability in customer experience and how operators can optimise their products to provide an intuitive onboarding process.
The team at Degree 53 reviewed brands like Paddy Power, Ladbrokes and bet365 among others to find out how they have dealt with the new rules, including the information and tools they provide to inform the customer of these requirements for verification. While each operator has a different approach, offering clear instructions and simple methods needs to be a priority.
The new customer verification procedure has impacted the UX of the registration process and this change affects all operators in the UK. Before, customers were able to register, deposit and place a bet while they had a 72-hour window to confirm their identity, but now, they are unable to access these services until they have been verified. If a customer can’t be verified automatically, they need to provide an ID and proof of address to complete the registration. This adds extra steps to the user journey and could put off new customers from becoming first time depositors if the process isn’t simple enough. However, this is a mandatory feature to ensure responsible gambling, aiming to increase protection for both the customers and operators.
Jade Daniels, design director at Degree 53 comments: “The new age and identity verification procedure has completely changed the whole acquisition process for some customers. Many don’t expect to provide their ID or proof of address as soon as they join, and they might struggle to find these documents straight away. This means that it can delay their betting or gaming activities or put them off completely if the verification process is unclear.
"It’s a tricky thing to balance and get right for the punter, as well as for compliance. Regardless of the regulation, it’s important to offer as much guidance as possible to customers to make their journey simpler. We’ve seen good ways of approaching this and those that require further work to make it absolutely clear. Something as simple as inputting the wrong date of birth because of a cumbersome dropdown while registering can really affect the choice of operator for customers if they experience obstacles. Regulations shouldn’t prevent online gambling businesses from developing new ideas, and our reports show different examples of how it can be done.”
The Age Verification UX Review follows a number of reports on Betting and Gaming services in Degree 53’s portfolio. The team has shared insights on the UX of online casino, betslip, horse racing and In-Play products to help operators optimise their services and create an engaging betting experience. Degree 53 have a diverse project portfolio and have worked with global operators, such as Betfred, Black Type, Penn Interactive Ventures and Island Luck.
Interested readers can visit the website https://www.degree53gaming.com/ for more information or to read the full report.