UserDomainAnalysis

User & Domain Analysis IGT.com Game Libary Re-design

Author(s)

Ryan Keller, Scott Patterson, Chrisie Yabu

Statement of Confidentiality

This document and the information contained therein are company confidential to IGT and should not be disclosed or duplicated in whole or in part outside of IGT

Document NoteFormatted for landscape printing on letter paper

©IGT | User & Domain Analysis | 06.01.09 | Proprietary & Confidential i

ContentsPart 1: Introduction 1

Introduction 2 About this document 3

Part 2: Research Summary 4

Research Summary 5Part 3: Findings 8

Findings 9 What we learned from the marketplace 10 Site organization sample 11 What we learned from the marketplace 14 What we learned about our users 15

Part 4: Personas 17

Personas 18 What are personas 19 Meet Chuck Frank 20 Meet Jason Martucci 21 Meet Chris Thompson 22 Selecting a primary persona 23

©IGT | User & Domain Analysis | 06.01.09 | Proprietary & Confidential ii

Contents IGT.com challenge statement 26 Context scenarios 27 Chuck’s requirements 31 Jason’s requirements 34 Chris’s requirements 36 Functional requirements 37

Part 6: Appendix 1A

About the marketing web services core team 2A

©IGT | User & Domain Analysis | 06.01.09 | Proprietary & Confidential 1

part1: introduction


IntroductionPurposeTo re-design the IGT.com Game Library to better meet

customer needs and make doing business with IGT easier.

This re-design initiative starts with fundamental, root-level

improvements in form and function. The re-design will

focus on the Game Library, but will affect navigation

changes and look and feel upgrades to the rest of the site.

OverviewIGT has had a web presence since 1997, and the website

in its current state has been functioning for the last 6 years,

which includes the Game Library. The site is content-rich –

the most out of any manufacturer in the industry.

IGT.com averages over 900,000 visits and 5 million page

views a month, with 434,000 unique visitors. The average

time on the site is 4 minutes, with nearly 6 pages per visit.

The Game Library averages 236,000 page views a month,

and PAR sheets alone have 192,000 page views a month.

Both are in the top 5 most accessed content (March 2009

google analytics report).

ObjectivesaTo make doing business with IGT easier and better

aTo focus the effort on the Game Library experience,

permeating through to the rest of the site

aTo improve the online customer experience based

on user feedback and research, and in practice with the

goal-directed process and user-centered experience

design methodology

aTo manage the project with future enhancements and

company business goals with top-of-mind awareness;

we want to be forward-thinking in our approach while

taking the proper steps to get the site implemented and

functioning at top capacity in the initial phase

aTo create a website in adherence to evolving IGT design

standards and industry best practices

Target AudiencesPrimary

Slot Operations people / aka Power Users

All levels of slot operations, aka the Power Users, who use

IGT.com to research game and product information, access

PAR sheets, and submit conversion orders to IGT.

Secondary

Other gaming professionals such as executives,

IGT account executives, marketing staff, etc. Staff who

use IGT.com as a resource for product, services, and other

pertinent information. Marketing professionals who access

photos, logos, videos and other creative assets for IGT

machines, games, and systems.

Other Investors, the media, vendors, partners, the

community, and to some extent, the player (through

marketing-oriented content such as links to MegaJackpots.

com, VideoPoker.com and the future Network Games

Franchise site).

The team considered the competition as an audience to

design around, to properly develop the right security

models to limit access to our data.


About this documentProject milestonesSignificant project milestones are tenatively listed below.

aResearch: May 1, 2009

aRequirements Analysis: Date Needed

aFramework Definition: Date Needed

aDesign Refinement: Date Needed

aDevelopment Support: Date Needed

Goal-Directed DesignThis process is founded upon the observation that people

will gladly use and recommend products that are designed

to advance their goals.

The goal-directed design method places the user at the

center of the design process. Rather than focusing

exclusively on underlying technologies, the process

helps identify what patterns and practices are utilized to

accomplish the specific needs of the user and results in

cohesive designs that satisfy them.

Goal-directed design delivers power to users without

intimidating them and guards against the development

of products that lack features and affordances essential to

user satisfaction. Conversely, user-centered design

also prevents the addition of features that, however

nifty, are rarely used or irrelevant to core goals of the

product users.

How to use this documentThe insights gained during this initiative will provide a

foundation for the design of IGT.com, future designers,

developers and marketers can use the information

contained in this document in four significant ways:

As a design toolUse this document as a description of the foundation for

making design and positioning decisions in the future.

This document describes IGT business strategy and

industry trends.

As a communication toolThe business can use this document to communicate what

the goals pf IGT.com are so people in all aspects of the

organization are aligned.

As a measurement toolAs the development team makes final decisions about

implementation and positioning, use this document as a

gauge against which to measure any changes to the vision.

As a checkpoint Finally, this document can be used to ensure that we have

effectively communicated an accurate description of the

goals needed, and the mandate for moving forward with

the site design.


part2: research summary


Research SummaryThe marketing web services team conducted customer

interviews, reviewed pertinent research documents,

talked with various stakeholders and discussed areas of

improvement.

This section of the document describes the results of the

team’s research activities. Specifically, the team did the

following during the research period:

aInterviewed stakeholders at IGT

aInterviewed subject matter experts

aConducted customer interviews (phone and in-person)

aReviewed internal research documents

aExamined products of parallel industries

aConducted competitor analysis

Business

Design

Technologyviability

desirability

capability

Successful Product

Collaborating with key business stakeholders, coordinating

efforts with developers, and analyzing likely competitors all

help to design a desirable product that IGT can build and

profit from.


Research summaryInput from IGT management and salesIn order to greater understand the internal vision for

the IGT.com game library, the team held meetings

with several stakeholders of various IGT business

segements. These conversations helped the team

understand the product heirarchy, marketing strategy,

customer segmentation, development opportunities, and

constraints for the game library. Specifically, the team

talked the following people:

• Boris Hallerbach

Manager of MegaJackpots

• Darren Crilley

Product Management Specialist

• Ernie Moody

President & CIO, Action Gaming/Video Poker.com

• Jim Coleman

Manager of Bingo/Lottery

• John Daley

Director of Action Gaming/VideoPoker.com

• Julie Mottes

Manager of MegaJackpots

• Mike Fields

Executive VP of Action Gaming/VideoPoker.com

• Ryan Griffin

Manager of Standard Products

• Tim Richards

Director of Table Games/MP Series Products

• Tom Mickulich

VP of MegaJackpots

• Will Foster Manager of MegaJackpots

Internal research documentsThe team reviewed internal research1 completed over the

course of the past year by Web Services team.

• Client Satisfaction Survey. A survey conducted by IGT.

June 2008

• Feature Request List. A living document spanning in

time from March 2008 to present.

Online researchThe team reviewed the content and structure of the

following websites:

• www.nintendo.com

• www.playstation.com

• www.xbox.com

• www.gamefaqs.com

• www.gamespot.com

• www.cdw.com

Analysis of competitor sitesThe team researched current products from the following

companies2:

• Bally

• WMS

• Aristocrat

1 All features and findings derived from these documents are validated herein. Full length documents are available upon request from Web Services team.

2 Details of the competitor analysis can be seen in Appendix 3A


Customer interviewsCustomer interviewsThe team interviewed the following people:

Name Role Property

Allen Colburn Chief Slot Technician Golden Nugget

Anita Cox Account Executive, IGT N/A

Brian Bass Slot Analyst Gold Strike Casino

Brian Kalb Slot Director AVI Resort & Casino

Bruce Armstrong Slot Technician Grand Casino - Hinckley

David Nelson Director of Slot Operations Casino Queen

David Rohn Chief Slot Technician Wildhorse Casino Resort

David Thomas Senior Operations Manager Carnival Corporation

Dennis Martinson Repair Manager The Orleans Hotel Casino

Doug Kersey Slot Operations Manager Sands Regency Casino Hotel

Georgina Arze Slot Shop Coordinator John Ascuaga’s Nugget

James Lancaster Slot Training Specialist Thunder Valley Station Casino

Jeff Inman Casino Manager Dancing Eagle Casino

Jim Kirner Director of System Sales, IGT N/A

Liz Thornburg Slot Analyst Fitzgeralds Casino Hotel

Michael Darlow Technical DirectorMotorCity Casino - Detroit Entertainment LLC

Mike Burrows Slot Technician Manager Rampart Casino at the Resort at Summerlin

Mike Gatten Assistant VP Slot Marketing MGM Grand Hotel Casino

Ralph Babcock Slot Repair Manager Ho-Chunk Casino & Bingo

Rich Montigny Slot ManagerSpotlight 29 Casino Twenty-Nine Palms Band of Luiseno Mission Indians

Rick Coltor Slot Performance Manager Imperial Palace Hotel & Casino

Rick Luthy Director of Slot Operations Mandalay Bay Resort & Casino

Steve Bimson Director of Slot Performance Flamingo Hotel and Casino

Steve Keener Assistant VP, Slot OperationsDover Downs Gaming & Entertainment, Inc.

Suzette Martinez MegaJackpots Sales, Southern NV, IGT N/A


About the customer interviewsCustomer interview methodologyThe team created a 38-question survey with quantitative

and qualitative questions, with several questions asking

for a ranking of importance of elements from 1 to 10. The

team interviewed 29 users of the IGT.com Game Library.

The interviews comprised of individuals that fell within the

target audiences. The team mainly conducted telephone

interviews with U.S. properties. Three were conducted in-

person. One in-person interview was accompanied by an

IGT Account Executive. All interviews were performed by

the web design team. IGT sales account executives assisted

the design team in recruiting interview subjects. The

research was done in December 2008 - January 2009.

Interview subject requirementsMost of the people that we interviewed are current IGT

customers (three were IGT account executives). Many

of them have been in the gaming industry for a number

of years. These individuals have a lot of experience with

the online IGT systems and modules, and have in-depth

knowledge of their nuances and traits.

About the interview settingWe conducted three in-person user interviews in the Reno

and Sparks areas. These were conducted on location at the

people’s offices in the context of their real environments. .

Did we interview enough people?The team is comfortable that we interviewed enough

representative people in each of the defined target

audiences to enable solid qualitative analysis. By the end

of the interview, patterns were clearly emerging and

unique behaviors were minimal or non-existent.

Summary of user interviewsTable 1: Summary of user interviews

Customer Segment Number of interviews

Notes

Slot Technicians &Specialists

17 We interviewed slot operators with a range of experience in the industry (17 years average)

Slot Executives 9 Interviewees selected upon their purchase decision making ability and familiarity with the gaming industry

Other (IGT Account Executives, Sales)

3 An account executive and a system sales director

Total 29


Customer interview resultsGP - PAR Sheet and PSR

CS - PAR/PSR SheetCS - CN’s

GP - Game ConfigurationGP - Top Award Amount

TD - Parts ListCS - Conversion WorksheetsGP - Maximum Best Amount

GP - Available ConfigurationsGP - Game Play/Bonus Information

GP - Available Models/CabinetsGP - Machine Platform

GP - JurisdictionsTD - Wiring Diagrams

TD - Maintenance ManualsCS - Available Cabinets/Models Styles

TD - Installation InfoGP - Game Machine Photo

GP - Program/Kit InformationGP - Glass/Video Shots

GP - Program List of Game ThemesGP - Hardware Specifications

CS - Marketing Support MaterialsGP - Conversion Worksheets

GP - Game overviewGP - Catalog List of Game Themes

CS - IPC FilesGP - Marketing Support Materials

CS - Customer Feedback ContactsCS - Training Info

GP - Video OverviewGP - Program Verification Codes

GP - Order Request FormCS - Depot Repair

CS - ForumsCS - Casino Design Info

0.000 2.000 4.000 6.000 8.000 10.000 12.000

During the interviews our customers

were asked to rank the importance of

these various attributes. The results

showed emphasis on PAR Sheet and

PSR (9.593) ; PAR/PSR Sheet (9.400);

CN’s (9.059); Game Configuration

(8.857) and Top Award Amount (8.607).

Altough all attributes held varying

degrees of importance, these specific

items will be closely analyzed during

the framework phase of the game

library’s development.

Graph Legend GP Game Page

CS Customer Survey

TD Technical Documentation

Results

Areas of key interest


part3: findings


FindingsThis section of the document describes highlights of the

team’s analysis during the Modeling phase. Findings of the

following information include:

aStakeholder interviews

aUser interviews

aOnline research

Research Modeling Requirements Definition


What we learned about our usersThis section highlights the notable behavior patterns the

team observed during user interviews.

General behavior patternsWe observed distinct behavior patterns among the

interview sample set.

The Matrix PersonThe martix person likes to look at data in a grid or

spreadsheet format in order to “play” with the data and/

or analyze it in one place, sbased on his/her needs. This

individual has been in the industry for some time, and

makes or influences buying decisions, and will access our

website to perform a varying array of tasks. Such tasks

can be as simple as looking up games in our game library.

Alternatively these tasks can be as hard as submitting game

conversions online.

The Order PersonThe order person is typically a person who has been in the

industry for over 20 years. This person would be identified

as very independent and wishes to bypass a majority of

the functions that an account executive would traditionally

perform. These users either make or influence buying

decisions.

The Data PersonThe data person is one that regularly wants access to

multiple sources of data so they can make informed

purchasing decisions.


Waiting is a huge issueMost everyone that we interviewed had numerous tasks

to which they attended to throughout the course of a day.

Many of the tasks that were performed utilizing the

IGT.com library were done so in a transient nature. Any

item that belabored this task was an issue to them.

Speed — The time for a page to load or refresh was a

major pain point for a majority of the people interviewed.

Security —Pop-ups greatly delayed any further movement,

forcing the user to click on a box every time this appeared.

LoginThe current login is perceived to be cumbersome

and is hard to use for multiple reasons. The primary

complaint with the login process is that if a user attempts

to access a secure page while not being logged in,

their browser will navigate to a new page and the user

will be prompted to login. After a successful login,

the user is directed to to an “Account Maintenance“

page and not the secured page that was intended to

view. This has been the case since an IS re-structure

last summer, and a source of several complaints. The

user is then left to find their way back to the secured

landing page. This causes the user frustration and

annoyance because of the wasted time and energy

of backtracking to their intended destination.

The secondary complaint involves the login

process taking too long. This obstacle prevents

a process that should be very simple to become

very complex. The current security model involves

multiple authentication servers to check and

recheck for the protection of the data.

The tertiary complaint is about the login form. The form

does not remember your login ID. This security obstacle

prevents the browser from remembering what the user ID

is, and auto populating that form field with the user ID

when the user visits in the future.

SearchThere are definite patterns to the most popular subjects

that users are searching for.

Game Themes The user is presented with so many options contained

in the left hand menu. The user may not know what to

select. He/she can be confused by the logic of the list

and why some things are listed and others are not. By

having a simplified way of accessing game information, it

will be much easier for the user to find themes in a timely

and efficient manner.

Form population is a choreThe current method of filling out a conversion worksheet

is cumbersome and time consuming. There is no form

auto population to assist the user with inputting tedious

amounts of data. Fields that are submitted incorrectly

or left blank are followed up by an IGT representative

via telephone. In addition, the amount of information

solicited in the conversion worksheets is excessive for

some.

“I never used to have problems with your old website. Today your website is painfully slow, and takes probably 7-10 minutes to login.”


What we learned from the marketplaceSite OrganizationLeaders in this area include Sony Playstation, Nintendo*

and Microsoft XBOX game libraries. The biggest advantage

to this general approach is their ability to easily locate and

find out more about products of interest.

* Portions of this sample set are sited on the following

pages in detail.


Site organization sampleNintendo’s “Games” Home

Identified Patterns• Clean, simple design

• Great example of highlighting

featured items

• Creative use of game graphics

• Use of flash to entice the visitor

Advantages• Ease of use decreases the amount of

time it takes a user to perform a task.

• Promotion space helps highlight games

that are performing well.


Site organization sampleNintendo’s “Games” Games Guide

Identified Patterns• Advanced filtering capabilities

• Sort functionality

• Tool-tips for game features

• List/catalog views

• Speed and ease of use

Advantages• Having a filtering capability will help the

user get to where they need to be faster,

enabling them to filter out what is

not needed.

• Tool-tips help hide information that

would normally clutter up a design and

cause distraction in a design. When a user

rolls over a game thumbnail, more

information appears, enhancing the

user experience.


Site organization sampleNintendo’s “Games” Game Overview

Identified Patterns• Game info column

• Detailed game description

• Gameplay images and video

• Clean, easy to use

Advantages• Gameplay images and/or video help the

user preview what the game offers, how it

looks (will it fit in with their floor), and how

it operates.

• By providing detailed game information

to the user, it will assist with purchase

making. It provides important information

about hit frequency, top award amounts,

maximum bet amounts and other

valuable sales information.

• The user’s attention needs to be captured

within moments, otherwise they are

dissatisfied. By keeping things

clean, we can reduce the amount of time

it takes a user to complete a task. In a

recent poll, it was discovered that 87% of

those polled mentioned ease of use

being very important.


Site organization sampleCDW’s home page and product taxonomy

Identified Patterns• Clearly grouped relationships in regard

to Product categories, Services, Solutions

and other offerings

• Visual links of highest click through

categories; i.e. Notebooks, Desktops,

LCD Monitors, Printers, Data Storage

Advantages• Intuitive groupings of products allows user

to quick move to their area of interest

within the site with little cognitive work.


Site organization sampleCDW product category page

Identified Patterns• Distinct filtering systems

• Main feature for “Top Selling Desktops”

• Related links section

• Featured products

Advantages• Distinctly labeled filters left, provide users

a way to quickly and intuitively refine

the product categories in which they are

searching

• Primary real estate is offered up to top

selling platforms to make purchasing

decisions more effortless

• Related links section provides more

browsing options to users to allow

them to find other items that may be

of less interest

• Interchangeable, featured products offer

visibility for various brands in addition

to entry points into brand-centric

product showcases


Site organization sampleCDW browsing product category

Identified Patterns• Grouped filtering selections

• Product compare

• Search result architecture

Advantages• Previously selected filters are positioned

back on the page. Displaying an

unequivocal visual to the user of what

attributes they may have refined their

search by

• Product compare is identifiable within

the far left column of the page, allowing

for the user to quickly select up to 10

products at one time

• Search result is composed of 5 items:

1. Product image

User may quickly distinguish the

item they are looking for through an

immediate visual scan of the page

2. Product title

Allows user to confirm product after

initial visual scan

3. Product discription

4. Manufacturer and SKU numbers

Both 3 and for allow for a more granular

definition of the product to assist user

in selection

5. Link to all products of that category

Provides the user with a direct path

back to their higher-level search


What we learned from the marketplaceHandheld developmentWe found that only fifty percent of our interviewees

responded that they use a handheld device. It’s not clear

how many of the fifty percent use their handheld for

Internet browsing. It was validated that most use their

handheld device for checking and answering emails. Since

this is a growing segment of our audience, opportunities

to design and develop for mobile platforms will be

investigated.


part4: personas


PersonasWhat are personas? To develop and test the best design ideas, we first create

concise sets of user personas. Each persona is an archetype

representing the needs, behaviors, and goals of a particular

group of users. Throughout design and development, the

personas consistently embody key user motives and

actions that inform product creation.

Personas give designers and developers a clear design

target. Ambiguous user definitions lead to confusion and

misunderstanding becasue everyone has a different idea

about who the user actually is. Backgrounds, names and

personalities keep everyone focused on the significant

characteristics of a known user.

Well-defined personas help the design team to pose

questions such as “Will Chuck ever do this?” or “Why

would Jason want that feature?” Empirical answers stop

repeated speculation about what users want or need

and curb the proliferation of unnecessary and undesired

features. At the same time, a proper set of personas will

remain complex enough to exhibit a wide variety of human

behaviors and concerns.


As a product definition tool. Personas help us

determine what to include in the product and

what to leave out.

As a design tool. By creating realistic

scenarios starring the personas, they help the

design team determine how the tool should look

and behave.

As a measurement tool. Personas con help

quality assurance testers write realistic test

scripts and prioritize bug fixes.

As a communication tool. Personas help

articulate a focus for the design to which others

in your organization can respond.

The value of personas:


What are personas?Personas are not elasticWhy does each persona have a name, a face and a little bit

of social biography? These details make it easy to imagine

a definite person. Statements like “Would Chuck, if in a

different city, use the system this way?” are invalid because

there is only one specific persona for Chuck. Targeting

appropiate personas ensures that the most likely users have

suitably powerful and pleasing experiences.

Goal vs. tasksOur methodology is goal-directed, not task-directed.

Different users represented by a single persona might

have different tasks. As long as the goals of these users

are the same, one persona can accurately represent them.

In our design we don’t ignore tasks — we let the goals

prioritize them.

For example, a salesman starts his day by checking his

office voicemail, his email and his cell phone voicemail.

Improving the method he uses to perform these tasks

might help him somewhat, but his goal is not to check

messages. His goal is to respond to clients and close

deals. If design helps him do this, it might be able to

eliminate some or all of the tasks.

Edge cases, or events that happen rarely for a small

number of users, must be accounted for in the final

implementation, but the tasks necessary for handling

them should be available only through commensurate

effort. This keeps them out of the way for other users.

Categories of personasSeparating personas into primary and secondary categories

allows us to focus our design on the people whose needs

matter most. As we design for a primary persona we check

the design against secondary personas to make sure that

they are not neglected.

Primary personas are critical archetypical users. Their goals

must be satisfied, or they and others will be frustrated.

Each primary persona requires a unique interface in order

to meet his or her goals.

Secondary personas are people who influence the

design of the interface, but are not a focus of the design.

Secondary personas include beginner-level users,

infrequent users, and experts. An interface that satisfies

only the needs of secondary personas will frustrate and

confuse primary personas. The unique needs of the

secondary persona, however, must be met in order to

make viable products for a large number of users in the

real world.


Chuck Frank

Meet Chuck FrankChuck’s BackgroundChuck Frank has been in the gaming industry since his early

20s. He’s a sarcastic guy, who likes to have fun and joke

around. He’s been in the basement for over 10 years as the

Slot Director for a local casino property in Nevada. He has

a great relationship with his boss, who spends a good deal

of his time taking pictures of his office to show him how

cluttered it is. All in good fun.

Chuck enjoys his job – it doesn’t “own” him and he’s

really good at keeping track of all the games on the floor.

He likes to look at data matrixes, and see in a grid or

spreadsheet format, the data for games, to help make his

decisions. His office is filled with personality – and a lot

of stuff. Anything from office toys to funny signs to work-

related binders, papers and chotchkis.

In the middle of it all is his computer, where he accesses

all the main gaming manufacturer and supplier websites to

research information on games, PAR sheets, conversions,

CNs and obsolete parts. Because IGT is such a large part

of his floor mix, he hops onto IGT.com about two to three

times a week to help get his job done. He likes IGT’s PAR

sheets, themes for conversations and parts information,

and accesses this type of data on a consistent basis.

Chuck’s GoalsaHe wants to compare. He wants to see and filter

through information to get game theme attributes/

configuration data, such as reels, lines, credits, top award

amount and max bet. He prefers to have this presented

in an easily comparable format.

aFind the PAR sheets, parts and CNs. He wants to make

sure he can locate these items regardless of how old or

out-of-date they are.

aDoes not want to wait. To him, time is a precious

commodity; anything that he has to wait on only puts

him further behind.

“I’m a matrix master. And by the way, I’m cheap!”

Primary Persona, Age 46


Meet Jason Martucci

Jason Martucci Secondary Persona, Age 59

Jason’s BackgroundJason’s been in the business for a long time. Probably

about 30 years. He’s the Director of Slot Performance at

a somewhat progressive Native American casino. He has

about six mechanics reporting to him, is pretty much on

call 24/7 and loves messing with his IGT Account Executive.

They have a great relationship – trusting, fun and honest.

Jason loves his photography. It’s all over his computer on

his screen saver and in his picture folders. Whenever he’s

not working, he’s taking pictures of something – landscape

shots of the pretty mountains, animals, flowers and

people – and posting them on Flickr, a website for

photo sharing.

Also on his machine, are bookmarks to all his tried and

true working-related websites, such as IGT, Bally and WMS.

He’s a conversion sheet junkie, and instead of using his

Account Executive to order, he does this himself using the

online forms. He also needs to cross-check data on the site,

look at new games and programs, and access PAR sheets.

Jason really likes the PAR sheet section and thinks it’s a very

important part of the site. It is far better than anything the

competition has.

Jason’s GoalsaFind games by configuration data. Find and narrow

down results by data such as lines, reels, credits,

top award amount, max bet and other game play

information.

aFind the conversion worksheet. Finding a conversion

and ordering through the order process by filling out the

conversion worksheet is one of Jason’s primary uses for

the website.

aFind the game, find the PAR sheet. Get in, get it done,

and move on to something else.

aSee what the game looks like. Although he won’t admit

it at first, he is all about asthetics and wants to see what

the game looks like. He knows a little bit can go a long

way on the floor.

“Get it in. Get it out.”


Meet Chris Thompson

CHRIS THOMPSON Secondary Persona, Age 39

Chris’s BackgroundChris has been in the business for 19 years, mainly for

Vegas strip properties. He is the Slot Performance

Manager for two of them, under a large corporation. He

oversees the slot repair shops, takes care of regulatory

requirements, orders parts and conversions, accesses

PAR sheets, sets the daily workloads and determines the

long-term goals for his department. He’s a busy man and

he doesn’t mess around.

Everything is about efficiency and data. And he’s wired –

everything from his Blackberry to having Internet access

to getting RSS feeds through his email. He accesses all

the usual manufacturer websites weekly to get the job

done and complete tasks pertinent to his job. He also likes

to tear down PAR sheets and put them in a spreadsheet

format to analyze data and make key decisions. In between

smoke breaks, of course.

Chris is a typical tech guy. Likes to spend time with his

family, but when it comes to purchasing decisions on any

electronic device or tech-related product, he does his

research – and thoroughly. He likes to use LinkedIn to

keep in touch with colleagues and friends.

Chris’s GoalsaDo the work for me. Efficiency and speed. The quicker

the better. Chris hates filling in fields. Period.

aFind that data! PAR and WAP information is of the

utmost importance to him.

aCompare that data. Chris can’t help himself. He loves

building grids and seeing the differences.

“Show me the numbers. It’s an exercise for me.”


Selecting a primary personaAny of the three personas are a reasonable primary

design target and it is possible to serve each persona

with any of the three as primary. Ultimately, although

the design team has a recommendation, we feel this is

a business decision since each persona would take the

product in a different direction.

Design direction if Chuck is primaryIf Chuck were primary, the product would emphasize

intuitive groupings of products with the ability to filter and

manipulate the IGT product catalog. This would be based

upon attributes to find products and product overview

pages by which he may find specifics about the filtered

product. Our interviews leave us strongly convinced that

the product will be a failure for Chuck without these

capabilities.

Design direction if Jason is primaryIf Jason were primary, the product would take on many

of the same attributes as if it were designed specifically

for Chuck. Although somewhat secondary to Chuck

the product would be optimized more for a “search by

keyword and you’re done” behavior. It would function

around the asthetics of the machinces in relation to his

buying decisions, featuring more ease in finding detail

color images and configuration of the machines themself.

Design direction if Chris is primaryIf Chris were primary, the product would not rely so much

upon filtering. However, it would emphasize a data-driven

approach to all products featuring robust amounts of

charted information.

Recommendation: Chuck is primary personaThe design team recommends Chuck as the primary

persona for two reasons: One about the business, and the

other about the design.

The business reason is that people like Chuck are more

common in our interview sample, who want filtering, finding

PARs, parts, and CNs, and speed as the most important

things to make doing business with IGT easier.

The design reason is that Chuck likes to compare things

and make decisions based on being “cheap”/frugal

about spending the company’s money. Filtering becomes

important in this decision-making process, and so is easily

finding PARs, parts and CNs. From a design perspective,

this too, makes doing business with IGT easier.s

If Jason or Chris were the primary design target, there is

some risk that the tasks would require more effort that

Chuck is willing to invest. For the sake of our context

scenarios and requirements discussion, it has been

assumed that Chuck is primary, though some scenarios

show how Jason or Chris’s behavior differ.


part5: requirements


RequirementsThis section describes high-level product requirements

for IGT.com as based on user and domain findings that the

team discovered. Product requirements are based on the

following information:

aBusiness objectives

aUser findings

aPersonas

aContext scenarios



IGT.com challenge statementBased on the user and domain research, the design team

created a challenge and vision statement that summarizes

the issues expressed by customers in IGT.com’s target

audiences, and the kind of solution that could end their

frustration.

Keep in mind too, that IGT has been historically criticized

for not listening to their customers, for being the 800 lb.

gorilla and the “big borg.” Our efforts will only help make

IGT more accessible to the customer by looking out for

their best interests and listening to what they need to

meet their business goals, and to ensure that doing

business with IGT is now easier.

Speed and security are big choresThe major pain point is the overall speed of the site.

Security pop-ups are another barrier that the customer

needs to contend with. In comparison to other website

experiences out there, this is perceived as over-the-top and

highly noticeable, and was communicated as major barri-

erss in almost every interview.

Adhering to industry standardsAlthough not as immediately visible to the consumer,

adhering to industry website standards such as designing

to the 1024 x 768 screen size and delivering on basic speed

would improve the experience greatly.

URLs without the www prefixFor user convenience, it is recommended we resolve to

shorter web URLs (URLs without wwww, e.g IGT.com) but

also have the URLs with www available.

Organization of data is a mustUsers are frustrated when they cannot find or organize data

in a timely manner, or in a manner which can be improved

in their eyes. The more the organization of the data can

be better displayed, and allow filtering of the data to be

put in users’ hands, the better and more personalized their

experience will be.

IGT.com visionIGT.com will be ahead of the competition, but

up-to-par in terms of the world’s most powerful, useful

websites by meeting user needs. This will only further

prove the notion that IGT is The Right Choice as a world-

renowned global gaming and technology company.


Context scenariosThis section describes some of the high-level usage

scenarios that the design team will use during the next

phase to drive and shape the design. Creating interactions

that match the behavior patterns which already exist in

Chuck, Jason and Chris’s lives will ensure the

product works the way they want it to. This makes it easier

for them to learn and integrate the product into their

workflows.

Chuck’s context scenariosBecause Chuck is our primary persona

we want to ensure that IGT meets all

of his primary needs. The following

context scenarios represent common

and important tasks that Chuck will

want to perform as he uses the site.

At this point in the process, we don’t

attempt to provide a solution for any of the steps that

appear in the scenarios. Rather, the design team uses them

as a tool for determining what needs arise as she attempts

to achieve them. Later, we collaborate with the IGT web

development team to prioritize the needs that will be met.

Chuck’s context scenarios are as follows:aChuck searches for a PAR sheet

aChuck searches for a part

aChuck searches for a CN

aChuck searches for a theme

aChuck filters and compares

Context scenario example: Chuck searches for a PAR sheetChuck logs in and goes to the Games area of the site and

searches for Triple Lucky 7’s. He gets his search results

and begins to refine them base upon specific attributes.

He then selects S2000 Slots – 3-Reel, 9-Line, 45-Credit. He

goes to the PAR sheet area and finds LS022125. This gives

him the right PAR sheet. He saves this and prints it out from

his computer

Context scenario example: Chuck searches for a partChuck needs to search for a part. He enters IGT.com and

in the search box, types in a part that contains “button

panel.” He gets several results and chooses 36506300, Trim,

Button Panel SBT Black. He is then directed to the game

page, where he can see a history of this part — he bascially

can view the obselecence of the part over time, and what

the new part number is. He enters a quantity of 1 and

opts to “Save it for Later”. He is then ready to check out

and send in his order. It’s pretty early in the morning, and

he decides to get a cup of coffee before researching IGT

game themes.

Context scenario example: Chuck searches for a themeAfter his coffee and a snack, Chuck enters IGT.com again,

goes to Games, and searches for Kitty Glitter in the Games

Search field. He is taken to the Kitty Glitter game page and

would like to filter her page by 5-reel, 30-line,

600-credit. He saves this game theme, as he knows he

needs to order a few of these for his floor. He then chooses

in the filter area, filters themes by high denomination,

5-reel, in a G20 machine. A results page with applicable

themes is shown, and he is able to view these to compare


data, download and print out product literature, see

product demo videos, and ultimately save items for later so

he can show his teammates what high-denom themes are

the best for his floor.

Context scenario example: Chuck searches for a CNChuck is in the Game Library and searches for an S AVP CN

for machine hardware. He finds what he is looking for — a

mandatory CN 4599B. He opens it up and prints it out.

Context scenario example: Chuck filters and comparesChuck realizes the filtering capabilities are a powerful tool,

and proceeds to click on the REELdepth link, and filter

by 4-reel, 9-line slots with configurable denom, and get

the results so he can compare which REELdepth games

he wants to order for the floor. He can also see how these

games can be organized in a bank concept by opening

the PDF for the bank concepts applicable to available

game themes.


Jason’s context scenariosAlthough Jason’s needs are mostly

covered by Chuck’s scenarios, he

does have some unique behavior

that distiguishes him as a secondary

persona (namely, the need for order

conversions in a pre-filled form format).

Therefore, he needs one additional

context scenario that will help the

design team to examine how he thinks

about these tasks.

Jason’s context scenarios are as follows:aJason makes an order conversion

Context scenario example: Jason makes an order conversion It is time to order a new conversion for Double Diamond

3x4x5x. He logs in, clicks on the Games link, chooses

S AVP, clicks on Double Diamond 3x4x5x, 3-reel, 1-line,

2-credit, and hits the Order Request button. He is brought

to a pre-filled form, where his pertinent information is

already entered. Once finished, he checks out and saves it

for later. The program also saves a history of conversions

for Jason which he can look up anytime.


Chris’s context scenarioJust as with Jason, Chris’s needs are

primarily covered by Charley and

Jason. However, he does have a desire

to find and compare data. He needs

one context scenario that will help the

design team to examine how he thinks

about these tasks.

Chris’s context scenario is as follows:aChris searches for PAR sheets and extract data within the

PAR sheets into a spreadsheet

Context scenario example: Chris searches a PAR sheet Chris is on the lookout for several IGT PAR sheets. He goes

to IGT.com, logs in, and searches for ‘Lil Lady. He clicks on

the game theme for ‘Lil Lady and goes to the PAR tab. He

finds the PAR sheets called AVV025931 and AVV02530. He

saves these to his Wish List. He then goes to the Grand

Monarch page, locates PAR sheets and finds AVV030007.

He saves it for later. From these PAR sheets, he is able to

extract data (like coin, pay back, hit frequency, total hits,

and total pays) and import it into a spreadsheet. This allows

his to analyze and highlight the data in one place. He goes

back and takes a peek at the Grand Monarch Product

Literature and Game Details.


Chuck’s requirementsChuck searches for a PAR sheet

Action Need Requirement

Chuck logs in Initial login required All game content secured by login

Goes to the Games are of te site and searches for Triple Lucky 7’s

Ability to search for game theme Search field specific to Games area of site

He gets his search results and begins to refine them

Clearly defined search results Search result displaying game theme, title, and other specific attributes

He selects S2000 Slots — 3-Reel, 9-line, 45 credit

Refine results based upon specific game attributes

Clearly labeled filters that expand to display specific attributes

He goes to the PAR sheet area and finds LS022125. This gives him the rigt PAR sheet

Related PAR sheets displays for specific themes

Inline pivot tables to allow users to aggregate data

He saves this (PAR Sheet)Ability to archive specific information

A “Save for Later” option

...and prints it out from his computer

Ability to print data directly from web site

Print function


Chuck’s requirements


He enters IGT.com and in the search box, types in a part that contains “button panel.”

Ability to search for general information related to game

Global search field with ability to search by attribute (button panel)

He gets several results and chooses 36506300, Trim, Button Panel SBT Black

Ability to refine search result based upon attributes

Clearly marked filters

He is directed to the game page, where he can see a history of the part over time, and what the new part number is

Ability to see available parts regardless of age and new part numbers

In-page tabbed table showing parts history and assosiated updated parts

He enters a quantity of 1 and opts to “Save it for later”

Abiltiy to “Save” items in archiveIn line field to allow users to enter quantity and “Save” function to archive information

Chuck searches for part


Chuck’s requirements


Searches for Kitty Glitter in the Games search field.

Ability to search games based upon theme name

Games search field

He is taken to the Kitty Glitter search result and filters by 5-reel, 30-line, 600-credit.



He saves this game theme, as he knows he needs to order few of these to his floor

Ability to “Save for later”Inline “Save for later” button and confirmation to save

He then chooses in the filter area, high denomination, 5-reel, in a G20 machine.



A results page with applicable themes is shown, and he is able to view these to compare data

Ability to compare data“Compare” and “Compare Radio” buttons to select games of interest from search result

download and print out product literature

Ability to download and print product literature

“Download” and “Print” buttons in compare pages

see product demo videosAbilty to watch product demo videos

Links to product page with video player inline

and ultimately save items for later so he can show his teammates what high-denom themes are the best for his floor

Ability to “Save for later”“Save for later” button and archive for saved documents

Chuck searches for a theme


Chuck’s requirementsChuck searches for CN


Chuck is in the Game Library and searches for an S AVP CN for machine hardware

Ability to search for specific CN in Game Library

Secondary search field in Game Library

He finds what he is looking for — a mandatory CN 4599B

Ability to see exact numbers Search result displaying specifics of search

He opens it up and prints it out Ability to print out result “Print” capability


Chuck’s requirementsChuck filters and compares


Chuck realizes the filtering capability is a powerful tool and proceeds to click on the REELdepth link

Clearly organized products by product line

Categorized links in primary taxonomy

and filters by 4-reel, 9-line slots with configurable denom



and gets the results so that he can compare which REELdepth games he wants to order for the floor

Ability to compare directly from search results page

“Compare” and “Compare Radio” buttons to select games of interest from search result

He can also see how these games can be organized in a bank concept by opening the PDF for the bank concepts applicable to available game themes

Ability to see how games may be banked together

Showcase of bank concepts


Jason’s requirementsJason makes an order conversion


He logs in Secure entire game libraryPrompt user to login prior to entering into Game Library

clicks on the Games link, chooses S AVP

Ability to quickly choose products by category

Clearly grouped product lines

clicks on Double Diamond 3x4x5x, 3-reel, 1-line, 2-credit,

Ability to filter base on product attributes

Clearly defined filters

and hits Order Request buttonAbility to submit Order Request directly from search result

Inline Order Request button

He is brought to a pre-filled form, where his pertinent information is already entered

Ability to have Order Request forms pre-filled

Order Request form fill capability based upon user creditentials and user selection

once finished he checks out and saves it for later

Ability to save submit and archive request

“Submit” and “Save for later” buttons

The program also saves a history of conversions for Jason which he can look up anytime

Ability to look up past Order Requests

Archive funtion for requests


Chris’s requirementsChris searches for a PAR Sheet


He goes to IGT.com, logs inAbility to login at any point in site

Global Login

Searches for ‘Lil Lady. He clicks on the game theme for ‘Lil Lady

Ability to search by game theme Filtered Search

Goes to PAR TabAbility to select attributes on product page

In-page tabular navigation

He finds the PAR sheets called AVV025931 and AVV02530. He saves these for later. He then goes to the Grand Monarch page.

Ability to “Save for later” on product page

In-page “Save for later” button

He goes back and takes a peek at the Grand Monarch Product Literature and Game Details

Ability to download assets Related media seciton on product page


Functional requirementsThis section describes the high-level functional require-

ments for the IGT.com game library re-design. There is no

attempt to determine how these needs manifest in the

final product; that occurs in the next phase of the project.

Rather, the functional needs will assist the team prioritize

what functionality should be designed as we move forward.

Must-have functional requirements

Our personas shared these needs:

SpeedChuck, Jason and Chris want to spend the least amount

of time possible retrieving information from IGT.com.

None of them wants to wait since time is such a precious

commodity to them all. This of course includes the overall

page load time.

Security and LoginSignificantly decrease security pop-ups. Per Product

Management, we will allow access to content on the

landing pages and at a high level on game pages to be

shown to the general public, and put all other content

behind login. The Login process should allow the person

to easily login (and be remembered) and take them to the

page which they logged in.

Search

Our personas want the speed and availability to

immediately search and find what they are looking for.

This would also inclue a filtered advanced search option

by which they may choose specific areas to search in; i.e.,

games, CNs, PAR sheets, parts, etc.

Ability to filter results

Our personas possess the need to filter the available results

to their searches. We must provide a way to filter these

results by a series of attributes so that they may refine what

they are exactly looking for.

Product Compare

There is the need to compare our products by specific

attributes in a side-by-side comparison.

Product Taxonomy (Segmentation) In order to clearly and intuitively filter and browse our

breadth of product, all products will need to be effectively

grouped in categories. This will directly relate to how we

will filter through our library.

Category Pages

Our personas will want to see a relative idea of what

products are in each category. These will function as

landing pages. Jason will be interested in seeing more

marketing-based content surrounding these segments. This

page will function as a high-level view of our products when

not logged in.

Product page enhancements

Chuck, Jason and Chris are seeing the product page as

the decision making and most important page. Chuck will

need the ability to obtain specific and sometimes dated

PAR sheets; Jason will be interested in seeing the game art

and how it may look in various machine models. Chris will

need to grab specific metrics related to the game itself.

History of parts is also something that Chuck is interested

in seeing.


Functional requirementsLess-critical functional needs

Product page enhancementsAlthough important, there are specific needs of the product

page that to our personas may be less-critical. These are:

aProduct image zoom

aMultiple views

aMachine configuration

Add to Wish List / Save for Later option

Each of our personas will be performing extensive amounts

of research on our products. Since Charley has a desire to

retreive various amounts of information regardless of its

date, an Add to Wish List / Save For Later option would

be invaluable to her work flow. This would function as an

archive of sorts by which she may intermitently return to

find specifics that she previously downloaded or found.

Of course, this would not preclude Jason or Chris from

utilizing this type of functionality for what they are

looking for.

International Game Technology | User Domain Analysis | 04.26.09 | Proprietary & Confidential 1A

part6: appendix

2A

About the marketing web services core teamTracy Burgener Project Manager

Tracy keeps the team on track and on schedule, provides

and manages timelines and communicates how scope

changes affect those timelines.

Brian Hill Developer

Brian is a Senior Web Systems Developer with over a

decade of experience building and delivering technology

solutions. He serves as a web developer on the project.

Ryan Keller Interactive Design/Sr. Designer

Ryan possesses an in-depth knowledge of interaction

design, visual design and user-centered methodology

from his corporate background. Ryan collaborates on the

discovery and visual design direction, and provides the

information architecture for the site, based on user needs.

Robert Lightfoot Web Services Manager

Robert oversees IGT.com, MegaJackpots.com, marcom-

related web projects, collaboration with IS on CRM,

Inquira, and InsideIGT.com. Robert supervises the project

and serves as a key team member in all areas of site

discovery, design, architecture, database integration and

development.

Scott Patterson

Web Designer

Scott brings vision, leadership and direction to create highly

usable and attractive user interfaces. Scott participates

in the discovery, architeture and design of the project.

Danny Wolf Developer

Danny has served as a web developer for IGT.com over

the past two years. Danny has a strong background in

SharePoint, ASP.NET, AJAX, and SQL Server. He works with

the team on site development and implementation.

Chrisie Yabu

Design Communicator/Sr. Marketing Rep

Chrisie comes from an ad agency background, with a

forte in integrated marketing communications, interactive

and social media. She is the design communicator on

the project, and collaborates on site discovery, design,

architecture and development.

International Game Technology | User Domain Analysis | 04.26.09 | Proprietary & Confidential 6A

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