Customers already had a mix of limits: some they’d set themselves, some set by us, some gross and some net. The new rules meant the language and selection journey had to change, but the change itself risked confusing people about what protection they had and what the options all meant.
Each brand also needed to keep its own voice in some of the most sensitive moments in the product, where the wrong tone could undermine trust or nudge someone back towards gambling.
Redefined the terminology. I worked with Compliance to map every limit type to new compliant terms, reserving “deposit limit” for gross limits and introducing a clear “set by you” vs “set by us” distinction.
Rewrote the limit journeys. Setting, changing and removing limits, including the rule that stricter limits apply immediately while loosening them takes 24 hours, explained clearly at each step.
Designed the change notices. Messages telling customers their limits had changed, written to inform without alarming them, and without framing the removal of a limit as good news.
Dialled brand voice down where it mattered. Each brand kept its personality, but jokes, celebration and “get back to the game” nudges came out of protective moments.
Reframed restrictions as protection. Explaining why customer service can’t loosen a limit, not just that they can’t.
Tested it. Over three months we ran 13 tests with 332 people, challenging our own assumptions at every stage. When a second version hit 100% task success but needed more than double the clicks, we went back.
Iterated after launch. We refined the journey and amended some of our labelling for better 'at a glance' comprehension.
Partnered with compliance to work through regulatory interpretation early, rather than at sign-off.
Before the change, almost no customers chose gross deposit limits. After the new registration journey launched, around 70% of new customers chose one.
Among existing customers, gross limits went from almost nothing to roughly a third of all limit choices.
Rolled out in phases across all three brands ahead of the regulatory deadline.
Terminology embedded in content standards for all three brands going forward.
Regulation often gets treated as a constraint on content. Here, the regulation was all about content, what words mean and whether customers understand them. That made it a content design problem at its core, and it showed how much clarity matters when the subject is someone’s money and wellbeing.
