Casino

Responsible for the UX of the casino product. Many projects involving research and development in order to change and grow the casino product.

Casino was made out of many different elements that were audited, redesigned to fit into the different areas of the site, then built to render differently depending on context.

Constant research

Research was done throughout the casino developments including: lab testing, A/B testing, user interviews, surveys, co-creation workshops, guerrilla testing and others.

Casino co-creation workshop with VIP Casino users

Content matrix

The most challenging part of casino was the sheer scale of the project. A content matrix was created globally which resulted in every part of casino to be catalogued and mapped out its capabilities and needs.

Empowered through analytics

As part of our day to day working within the design team, we engaged and used Google analytics. Pulling reports regularly before meetings and being able to use them when communicating with stakeholders, benefitted the conversation and development greatly, as we used facts and figures to back up our rationale.

Example of quick graphics I put together for meetings around specific parts of the Casino product to engage with casino stakeholders

As Unibet was a global product, we would generally focus on specific markets (countries) in order to compare success and differences. We would generally focus on 5 core markets in order to design at scale, without things getting out of control.

Another graphic specifically looking at the user engagement with the ‘behavioural navigation’ that in time increased up to 80% of game launches rendering it a huge success

Casino team

Working closely with the casino team to not only for the casino users, but also to support the casino team with the maintenance of pages and elements. Throughout the time on casino it went from a very manual and time consuming experience, to a majority automated one which resulted in saved time and effort to setup the pages on over 20 different sites.

…players could see their last played games, this resulted in over 80% of game launches

The greatest success was the Behavioural navigation, which contained a personalised experience for casino players. Research showed that casino players are creatures of habit and tend to play the same games. With the rollout of the Behavioural Navigation, players could see their last played games, this resulted in over 80% of game launches, meaning our players could play their favourite games easily and quickly without having to search for them.

Going from two CMS to one
Casino team able to manage all games in one place
Adding personalisation (behavioural navigation)
Ability to search
Dynamic labelling

Casino contextual elements – flexible building blocks to be placed throughout the Unibet site

RTP (Return To Player)
Winners Elements
Tournaments
Personalisation
Flash Gordon (temporary iFrame app)
X-channel
AB Testing icons

Specifications and UI

Cross channel specifications investigated all the different elements to the site, in order to create a flexible ‘building block’ based site to be maintained on over 20 different sites.

UX – Example of specification of Tournaments from Casino Redesign

Working closely with UI designers in order to deliver the best build and experience. Giving focus for UX and UI designers to do what they do best.

UI – Tournament elements – Desktop and mobile, as well as contextual column

Other Unibet projects