Online Casino Website Design (Case Study)

Project Plan

Task

Rebuild online casino design

Team

Product Manager, 2 Product Designers,
UI Designer, Illustrator

Duration

14 weeks

Scope

80 dark mode screens + 80 light mode
screens + adaptive versions

Overview

Our client provides players with an exclusive range of the most popular table and live casino games. We partnered with the casino to reimagine its user experience and design a modern, attractive online casino design.

Technical limitations and design-related challenges were very real when we first started tackling UX issues. The wrong aesthetic can turn players away before they even look for their favorite games. We needed to find a way to draw players in from their first glimpse at our online casino website design, as well as keep them feeling comfortable and secure.

Deliverables

Results

Through detailed user experience design and visual design research, we identified several issues with the client's current casino. By taking the client's branding to a higher level and implementing simplified navigation and a suite of responsive designs, we created an online casino website design that stands out from the competition and provides a more compelling experience for users.

Website

Dark

Light

Adaptive Tablet

Dark

Light

Adaptive Mobile

Dark

Light

Mobile App

Dark

Light

Discovery Phase

What makes a winning online casino design? Are there any principles to follow to succeed? We kept looking for the answers to these questions while going through the discovery stage.

The gaming industry demands a playful approach. We have conducted market research to dig into popular games that hit the jackpot across the globe. We have also studied the common features of online casino design that gave us the vision of differentiating the product from the competitors.

While it's the casino's duty to provide players with a range of popular games, our task was to ensure their online casino website design could get their games in the limelight.

Information Architecture

A well-structured information architecture allows delivering content to the users in a clear, concise format. Our well-defined IA not only boosted the casino's usability but also refined usability and clarified the features of online casino website design.

Information Architecture

Account Executive
Oskar is online

User persona

Trader

Age:37

Status:Single

Location:London

Competitive

Calculated

Trading

Traveling

Biography

Platform-i88 user persona 2 works as an manager in the office, he spends most of his time at his computer. The rest of the time he communicates with his colleagues. spends 2 hours a day on public transport. He has a negative experience with gaming platforms.

Personality

Loyal

Frickle

Introvert

Extravert

Analytical

Creative

Goals

Spend even this time with use and pleasure.
Save up games for favorites
Keep track of my progress
Keep up with trending games

Motivation

Set goals and get bonuses
Win tournaments
Start earn money

Needs

Use a modern online-casino
Easily navigate through system
Keep data secure
Track my achievements

Frustration

Complex and unpleasant interface
Insufficient data security
Spending more money than earning

Trader

Age:37

Status:Single

Location:London

Competitive

Calculated

Trading

Traveling

Biography

Personality

Loyal

Frickle

Introvert

Extravert

Analytical

Creative

Goals

Spend even this time with use and pleasure.
Save up games for favorites
Keep track of my progress
Keep up with trending games

Motivation

Set goals and get bonuses
Win tournaments
Start earn money

Needs

Use a modern online-casino
Easily navigate through system
Keep data secure
Track my achievements

Frustration

Complex and unpleasant interface
Insufficient data security
Spending more money than earning

User journey map

	Entice	Enter	Engage	Exit	Entend
Touch Points	Word of mouth Google Social networks Advertising	Email Phone Sign Up form	User Profile Settings Chat Games Tournaments Balance	Support Chatbot Email Phone	Word of mouth Social networks Reviews sites Invitations in app

	Research	Sign Up	Set up	Achievements	Share experience
User goals	Find the best solution that satisfied the needs	Sign up process easy	Get information about exclusive range of the most popular live games, table games, and slots Control my balance in an easy way Get information about recent and ongoing transactions Get information about my statistics Get quick access to your favorite games Ability to communicate with friends	Get notifications about updates Get support Get promo and reward	Share my impressions of the site Gain benefits
User questions	How can I solve my problem? Which online-casino platform is the best? What are the features?	How can I register easy? How can I protect personal information?	How can I keep up to date with game updates? How can I control my balance? How can I control my incomes and expenses? How can I start playing my favorite game instantly? How can I monitor my progress? How can I communicate with my friends in the game?	How can I find out about updates and new features? How can I get support?	What are the benefits of being an site user? How to get additional bonuses?
Solutions	SEO and PPC Targeted ads Reviews Collaboration with games	Step-by-step registration Info about protection personal information Account verification	Dashboard with information about exclusive range of the most popular live games, table games, and slots Filter for games List of Favorites games Easy payment management Detailed analytics with advanced filters Chat with friends	Push notifications Chat-bot 24/7	Affiliate program Loyalty program

	Entice	Enter
Touch Points	Word of mouth Google Social networks Advertising	Email Phone Sign Up form

	Research	Sign Up
User goals	Find the best solution that satisfied the needs	Sign up process easy
User questions	How can I solve my problem? Which online-casino platform is the best? What are the features?	How can I register easy? How can I protect personal information?
Solutions	SEO and PPC Targeted ads Reviews Collaboration with games	Step-by-step registration Info about protection personal information Account verification

	Engage
Touch Points	User Profile Settings Chat Games Tournaments Balance

	Set up
User goals	Get information about exclusive range of the most popular live games, table games, and slots Control my balance in an easy way Get information about recent and ongoing transactions Get information about my statistics Get quick access to your favorite games Ability to communicate with friends
User questions	How can I keep up to date with game updates? How can I control my balance? How can I control my incomes and expenses? How can I start playing my favorite game instantly? How can I monitor my progress? How can I communicate with my friends in the game?
Solutions	Dashboard with information about exclusive range of the most popular live games, table games, and slots Filter for games List of Favorites games Easy payment management Detailed analytics with advanced filters Chat with friends

	Exit	Entend
Touch Points	Support Chatbot Email Phone	Word of mouth Social networks Reviews sites Invitations in app

	Achievements	Share experience
User goals	Get notifications about updates Get support Get promo and reward	Share my impressions of the site Gain benefits
User questions	How can I find out about updates and new features? How can I get support?	What are the benefits of being an site user? How to get additional bonuses?
Solutions	Push notifications Chat-bot 24/7	Affiliate program Loyalty program

Intuitive navigation

Online casinos are mainly judged according to game selection. Players can dive into a variety of games by clicking the menu tab. We made the navigation intuitive and concise so that the newcomers don't get lost among the abundance of choices.

Keeping players entertained

We made sure that players had fun all along their time experiencing the online casino website design. The client offers an expansive range of greatly designed tournaments and promotions so that players can stay engaged for a while. Users can now fix their favorite games at the top corner or customize the themes according to their preferences. To help the casino win the loyalty of newcomers, we implemented the bonus system.

With statistics in mind

To provide the players with a top-notch experience, we let them check the statistics of the games. Users can look over the number of games played, time spent online, most profitable games, and many more.

Testimonial

Sophia Shevchenko

It was a pleasure to work with Limeup. Their team of experienced designers took all of our concerns and goals into high priority and went above and beyond transforming our product. We can see visible results from our collaboration and definitely recommend their company as one of the most competent on the market.