Live Dealer Casino
OVERVIEW
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Innovation was at the heart of our design team ethos. Our portfolio of iconic, top-performing digital games was created to engage users with world-class live dealer entertainment.
Role: ​Senior Designer
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UI, Visual design, Prototyping
"Simplicity is the ultimate sophistication."
Background
We set out to develop market-leading engagement tools for next generation iGaming consumers. Our focus was to redefine the ground rules for live entertainment experiences and delight our users with an integrated entertainment and betting experience.
We wanted to change the game
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The most Interactive games on the Internet. When we started this project our aim was to find new white space and attack it with a customer centric approach. Working with an incredible team of thought leaders who spent months doing competitor analysis and user research, we created a design strategy to achieve 3 main outcomes.
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Deliver an integrated experience that combined live entertainment, betting and social interaction.
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Maintain an "always on" live stream that allowed for seamless transition between tables.
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Highlight our suite of world class content while maximizing table occupancy.
Understanding the problem.
I talked with individual users to determine how best to approach building an ecosystem that would deliver on our company vision. We discovered that:
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iGamers did not want the table to be obscured at any point during their session
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Individuals wanted a more social experience to replace the human interaction at physical casinos
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Power Users wanted a clear way to navigate multi-tables
Designs
Home Screen
Merchandising was at the center of our strategy as we created a lobby of game offerings that were easy to discover and intuitive to navigate.
Chat
Our chat features were designed to bring social interactivity into the flow of betting without distracting them from their wagering experience.
Table Select w/ Trends
Trends were identified in our user research as a gap in our browsing experience so we designed this page to fill a need and give users all the relevant information they were asking for at a glance when selecting their table.
Birds Eye View
The core live betting experience for our roulette e-tables, our goal was to create a simplistic and engaging design.
Game Selection
Our card elements of game selection was designed to turn lurkers into players and maximize the scale of our content offerings.
Dealer Selection
Our dealers are the face of our brand and we designed our platform to ensure that users who were loyal to a specific dealer could easily navigate to their tables and engage with them as desired.
In Game Trends
Continuing on the theme of trends, our research also identified an opportunity to improve our live betting experience by sharing trends in the roulette wheel element and giving users a nudge to place bets based on historical information.
Dynamic Screens
Our real-time low latency streams feature dynamic designs that are surfaced to the user at the relevant time in their betting journey.