J&J Ventures
CLIENT OVERVIEW
Based in Illinois, this licensed video gaming terminal offers a variety of popular games, including slots and poker. They specialize in efficient gaming management and operations, helping parlors maximize profits by designing appealing gaming areas that attract customers.
CHALLENGES
- The website’s layout and navigation hindered clients and prospects from accessing information efficiently, impacting exploration and conversions.
- Following the acquisition of Golden Route Operations, LLC, the current website infrastructure proved inadequate to accommodate the anticipated growth in locations, customer base, and online traffic.
GOALS
- Improve User Experience
- Prepare the site for future growth
PROCESS
I simplified the navigation menu structure to make information easily accessible to prospects and current clients without overwhelming them. I structured the navigation based on users’ state locations, ensuring they can readily access relevant information.
With this approach, a sense of efficiency is created so users can find information they need a lot more easier without having to sift through irrelevant content. While each state menu item has universal pages – it was important to break it down this way so that businesses were in compliance with local regulations and requirements.
As J&J Ventures grows with new businesses and gaming locations, the site restructuring must consider this expansion. With changing gambling laws nationwide, the navigation structure needs to accommodate new locations smoothly. We anticipated this growth, so the design is flexible to be able to add on additional locations in the future.
CONCLUSION
Through strategic navigation, content restructuring, and preparation for future growth, we’ve empowered J&J Ventures to enhance user satisfaction, achieve compliance, and position itself for continued success in the dynamic gaming industry landscape.
