Casino UX audit checklist: 20 pass-or-fail checks from landing to first deposit

What this casino UX audit checklist covers

The iDesy marketing audit walks every flow from landing to withdrawal on desktop and mobile, then compares it with three or four direct competitors. This checklist is the part an operator can run in-house: 20 checks in five blocks, from the landing page to the first deposit. Each check has a pass rule and a fail rule, so two reviewers reach the same result.

Landing: the first screen

• Offer above the fold. Pass: the offer from the ad is visible without scrolling on a 375-pixel phone. Fail: the player has to scroll or search for it.
• One primary action. Pass: one button leads to sign-up and it is the most visible element. Fail: two or more controls compete for the first tap.
• A game before the form. Pass: where local rules allow it, the player can open a demo or preview the lobby before registering. Fail: the form is the only way in.
• The first tap works while the page loads. Pass: the primary button responds on a slow mobile connection before every image has loaded. Fail: the button waits for scripts or media.

Sign-up: fields and the moment after

A sign-up form should ask only for what the market needs to open an account. HugeWin’s account form, for example, lists username, e-mail, password, password confirmation and an optional promo code: five fields in one step. Count yours and ask whether each one has to be there at this stage.

• Field count. Pass: the first step asks for the minimum to open an account, and the rest comes later. Fail: every personal detail is required before the player sees the lobby.
• Error messages. Pass: each error names the field and says how to fix it. Fail: the message says only “invalid”.
• Password rules before typing. Pass: the rules show before the player types. Fail: they appear only after a failed submit.
• A clear state after submit. Pass: the player sees the next step, with the login details or an e-mail confirmation. Fail: the button goes idle and nothing confirms the account.

Verification: no surprises

• Warned before blocked. Pass: the player learns which documents are needed and when, before any action is blocked. Fail: the block appears with no explanation.
• Phone uploads. Pass: the upload accepts a photo taken on the phone and shows which document is missing. Fail: it accepts only file formats most phones cannot produce.
• Pending status. Pass: the player sees the review status and what happens next. Fail: the account looks blocked.
• Rejection with a reason. Pass: the reason and the next step sit on the same screen, in plain language. Fail: the player has to contact support to learn why.

Cashier: the first deposit

• Methods for the market. Pass: the methods shown match the player’s country, each with its fee and time. Fail: methods appear without fees or times.
• Limits next to the amount. Pass: the minimum and maximum show beside the amount field. Fail: they appear only after an error.
• A failed payment. Pass: the screen says what failed and whether money was taken. Fail: a generic error with no next step.
• Withdrawal status. Pass: each withdrawal shows its stages and dates, such as requested, in review and sent. Fail: the player sees only a spinner.

Bonus: terms before the opt-in

• Terms before accepting. Pass: wagering, time limit and maximum bet show before the player opts in. Fail: they sit on a separate page only.
• Readable progress. Pass: wagering progress shows as a number the player can read. Fail: a single “active” label.
• Easy to decline. Pass: the player can decline or cancel the bonus without contacting support. Fail: cancelling needs a support request.
• Responsible tools near the balance. Pass: deposit limits and reality checks are one tap from the balance or the account menu. Fail: they live only in the footer.

How to run the checklist

Run it twice. First as a new player on a phone, since that is where a first deposit is decided. Then on a laptop, starting from the same landing page. Record pass or fail for each of the 20 checks with a screenshot of every failing screen, and fix the fails in the order players reach them.

Market rules change what a screen must show, so check licensing, verification and advertising requirements with your licence adviser before you change a flow. For a full review, see our iGaming marketing audit. For the design side of the fixes, see casino UX/UI design, and for the flows of a platform we designed, the TNTBet case. Our article on dark patterns in online casinos covers the patterns several of these checks are meant to catch.