Overview

A campaign which was sent out to casino players to give them a yearly round up of the casino casino activity. Players will be sent an email, that links directly to an interactive landing page. Where users can click through statistics, and potentially receive a bonus.

Brief

My role in this project was to create the following:

  • Personas

  • Wireframes

  • Design the UI for the flow on both mobile and desktop

Before I started the above myself and my colleagues in The Marketing had a kick off meeting, to discuss what our aims and objectives were, and how we could achieve them.

Personas

I wanted to get into the mindset of players, to find out what there wants and needs are. We found that we needed to consider the following:

  • Simplicity, and needed to be easy to navigate

  • Interactivity to keep players entertained. They are used to playing casino games, so they needed something that keeps them entertained

  • What is the end game? We should include a bonus, as a reward. Gamers like some sort of incentive

  • Players like to be discrete with their gambling, and don’t want to be reminded on how much they spend. So it was important that we shared a round of the year on the casino, but not their personal stats.

Research

Once I got into the mindset of one of the casino players, I started to think how this User Flow could work and look like. I’m not a casino player, but I am a user who has been sent a ‘Yearly Round Up’ by other companies like Spotify. I then started to do some research.

Wireframes

The copywriters within the team provided me with some copy in which I then progressed onto some wireframes. Initially I had an idea of how the Landing Page should work. I presented the idea of having a interactive wheel, which rotates depending on which segment ( statistic) you land on.

Problems

I found the following problems:

  • The arrow navigation at the side, on mobile was too tight and way too small. Users like ‘Thomas’ from the personas created need bigger icons as he has a larger mobile phone.

  • The wheel is secondary to the stats above, it’s important but at the moment it’s currently too big and over powering the copy above.

  • As the wheel is too big, it’s allowing less room for text making it everything squashed on small screens. Especially on the bonus screen. Which is forcing me to put the call-to-action in an awkward position.

I then revised the Wireframes. The wheel is now reduced, giving more space for the navigation and copy so that it’s not so overwhelming. The bonus screen is now more user friendly, and reads from top-to-bottom.

Final Designs