Multi-brand casino

Multi-brand redesign that enhances user experience and conversion

What is it about?

Multi-client redesign of the casino/slot section (web and APP) that takes advantage of the refactoring of the code to improve the user experience and conversion of the bookmakers: Juegging, Aupabet and Kirolbet.

Challenges

-> Flexibility and scalability of the solution to guarantee responsiveness (mobile, tablet, desktop) and adaptability (Android and iOS APP) equally for all devices
-> Contribute to the design system by providing components that guarantee the continuity of the brand identity and are reusable throughout the product, avoiding the generation of interactions or non-reusable use cases.

Project goals

-> Increase average Casino session time
-> Reduce bounce rate
-> Increase search completion rate (Percentage of users who perform a search and end up selecting a game to play.)
-> Reduce time spent searching for Casino games

Planning

For confidentiality reasons, the insights obtained during the analysis stage will not be shown.

Information architecture

The games are distributed in very large sacks that make it difficult to find the games. Card sorting dynamics have been carried out with company employees to create new groupings depending on where the end user expects to find them.

Both information architecture and card sorting allowed us to organise the content at a low scale.

Navigation map

The aim is to be able to access any section of the casino in a maximum of three clicks.

Screen templates

/casino/category @mobile, @tablet, @desktop

Favourites

Favourites (empty state)

Search

Search - no results

Game details

Screenflow

In addition to the ideal flows:

-> Logged in and non-logged in users
-> Users without balance
-> Users who pay in money
-> Users with vouchers

Handoff

Extract from the documentation generated for the presentation of components to the work team.

The designs made in Figma are built with design tokens that the developer will check when laying out the components by means of Figma's Dev-mode.

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Results

Conclusions

The project resulted in more intuitive navigation and a significant increase in usability and sales metrics for the various brands adopting the casino redesign.

Common elements such as search engine, carousel, favourites were unified, providing a solution to all the navigation of the APP, mobile and web.

The product is in production without having been previously tested by end customers. A bad practice that was adopted because the project deadline threatened the delivery date.