Sportsbet UCD Principle: Don’t #@!% with the customer
So, yes this directly inspired by Attaslian’s principles. Why not, it’s a great one!
Let’s face it, bookmakers are not the most trusted group in society. Sportsbet is trying to change that, so lets reinforce that with trustworthy design practices.
More often than not customer come to us with a clear goal they want to achieve. It is important to understand that goal to be able to deliver to it. We should not try to trick customers to do something that isn’t their primary goal. So no dark patterns! For example, no adding things to the betslip that the customer hasn’t asked for.
There are sometimes things that we need the customer to do as a business that will carry a customer effort cost. There is always a customer benefit to these things. If not, why are we doing them? This is not always obvious, so we need to make it obvious through the experience. For example, customer don’t like the hassle of being forced to have long passwords, but they do like to be protected from hackers. So be explicit in why this is a win-win situation.
Customers don’t like it when you mess with their stuff. So remember that every time you make a change, such as a menu item order, you are messing with their mental model. Only do this sparingly and for a good reason. And if a customer has chosen something like a favorite horse or setting, don’t change it unless they explicitly ask it to change.
