Unibet - Age-Gated Welcome Bonus Journey
Overview
Business Challenge
Complex Age Eligibility Rules
Users 18+ could register, but only 21+ were eligible for the welcome bonus.
Communicating this distinction clearly without confusing or frustrating users was a major challenge.
High Risk of User Confusion
Younger users might expect to receive the bonus immediately, leading to dissatisfaction.
Ambiguous messaging could result in complaints, increased support tickets, or loss of trust.
Maintaining Compliance
Ensuring age verification met legal requirements for gambling and promotions.
Preventing underage users from accessing restricted bonuses while still allowing account creation.
Balancing Clarity with Engagement
Providing clear eligibility feedback without interrupting the registration flow or creating friction.
Keeping the journey enjoyable and interactive while meeting regulatory constraints.
Technical Implementation Constraints
Dynamic messaging based on date-of-birth input required precise front-end validation logic.
Ensuring that age verification worked across devices and browsers reliably.
The Approach
Proposed Solution
The team redesigned the registration and bonus eligibility journey with a focus on clarity, compliance, and user engagement. Users are guided through a step-by-step process that includes:
Age Verification Input: A date-of-birth field with clear messaging about eligibility.
Conditional Feedback: Dynamic messages informing users if they can create an account but cannot claim the bonus, or if they qualify for the welcome bonus.
Visual Guidance: Progress indicators and interactive elements to show users their journey status, enhancing transparency and reducing confusion.
The Solution
After several design iterations, the team created a streamlined registration and bonus eligibility journey. Users under 21 could create an account but were informed that the welcome bonus unlocks at 21, while users 21+ received immediate confirmation of their bonus. Clear messaging, progress indicators, and responsive design guided users smoothly through the process. Dropout metrics prompted further refinements, simplifying the flow and enhancing interaction to ensure a legally compliant and user-friendly experience.
The Results
After implementation, the platform saw a significant improvement in user engagement with the welcome bonus, as users better understood their eligibility. Support requests related to bonus confusion decreased, and the first-time experience became smoother and more transparent, fostering greater trust, satisfaction, and compliance.
Key Deliverables
Conducted UX research and age-verification compliance analysis
Designed user journey and messaging hierarchy for age eligibility
Created dynamic feedback messages and microcopy for all DOB scenarios
Ensured responsive design and accessible experience across devices
Stakeholders
Product Owner, UX Designer, Developer, Compliance Officer, Marketing Manager