mkodo share best practices for designing for accessibility and responsible gaming
On June 4th, WLA’s associate member mkodo hosted an exclusive webinar on designing digital products for accessibility and responsible gaming (RG). The mkodo team – Creative Director, Tom Atfield, and Associate Director Will Whitehead – shared their knowledge to the lottery industry on how to design digital products for accessibility and responsible gaming.
A significant number of people are affected by different impairments or reading and learning difficulties that could make it harder for them to access and use different products. For example, in the UK, 22 percent of the population has some kind of disability which organisations could potentially be isolating by not ensuring their websites are accessible.
In the gaming sector specifically, WLA member lotteries are encouraged to adhere to the Web Content Accessibility Guidelines (WCAG) to provide equal access to people with disabilities and to ensure that their digital offering is as inclusive as possible. There are best practices in the design, development and upkeep of products which are incredibly complex and a minefield to navigate if not properly considered from the start.
During the webinar, mkodo’s experts explained that there are a lot of different design and usability elements to consider, from the colour scale and navigation tools to the font size and voice over options, that could all help customers with certain needs. They all contribute to the user experience, too, which is really the key to achieving inclusivity.
An easy registration process, for example, should not be underestimated. It may seem simple, but the mkodo team emphasised that people often drop off if this process is too clunky or difficult. Following this step with a clear navigation structure and concise information will help build trust with customers through equality and transparency.
mkodo’s webinar also touched on Responsible Gaming (RG), looking at the best practices to make RG tools easy to find and understand, as well as how to design personalisation into RG, prompting action to keep players safe.
The webinar highlighted that RG should not be a barrier to play but a facilitator to play safe – a point which I’m sure resonated with most of the audiences. To best support users from the front-end of digital products, lotteries should again include RG mechanisms from the start of the customer journey. Data visualisation and presentation can help players better understand their behaviour and positive messaging is preferred to negative warnings to encourage the use of RG tools. Operators can leverage player data to help personalise RG tools and better engage players, too.
For those that missed the webinar, it can now be watched on demand here. https://www.workcast.com/AuditoriumAuthenticator.aspx?cpak=5845172295748016&pak=4208960949955265
WLA Associate Member, mkodo delivers world-class, award-winning apps and digital products for mobile, online and retail environments in the lottery, sportsbook and gaming sectors. It also offers consultancy and app management services to assist its clients with providing exceptional UX across multiple digital channels. mkodo, founded in 2001, delivers digital products for such organisations as Rank Group (Grosvenor Casino and Mecca Bingo brands), Danske Spil, Atlantic Lottery Corporation, Western Canada Lottery Corporation and British Columbia Lottery Corporation. For more information on mkodo please visit www.mkodo.com.