Casino Uplift

A project I initiated.

888's casino was profitable but outdated in design. With minimal cost, I revamped the site's appearance dramatically.

I presented to all stakeholders and successfully convinced them of the necessity for this change. Following its success, we adopted this approach across all our brands.

Click here to view prototype

Why&How

Why do we need it:

How we going to do it

Arenas and
images atmosphere

Shape, Colors, Composition and Concept

Say goodbye to the tv frame, Hello modern shape

Instead of to many colors - specific brand colors

One simple composition for all arenas

Why these colors?

These color palette already exist in the product, and many more colors...
We need to be consistent with these colors.

The New arenas

New vs old

User Testing

we wanted to check that users did understand the arena usability.

Task: You are on the home page, go to the live casino page.

Arena made of:

Color dosages

Images atmosphere

are images in the header of web pages, serving as visual cues for users to understand their location within the site. They enhance the site's identity and reinforce its brand presence.

New vs old

Atmosphere images brought to life with Lottie!

Replacing our static images with gentle loop animation images

Background color

Remove Texture, change color + add gradient

Old vs new

The Light Gradient in the bottom helps the game icon stand out.

Without gradient

With gradient

UI Scrolling

Color + Background blur + Font alignment

Instead of scrolling with solid color that overloads the screen, we use transparent scrolling with a blurred background that gives a more open feeling on the screen.

Old Scrolling

New Scrolling

UI Touch ups

Icons alignment, User area icon, up-to-date user interface

Aligned icons

Different colors
Active mode
Sizes
There is no title to the live casino page

Smaller icons
Active mode unified.
Text on the side - With text on the side we have more property for the games - we save 7.5% space from the size of the screen

User Testing

We want to check that users understand that these tabs are filters and that they know how to use it.

Task: Find a blackjack game on the live casino page

New icon

Old icon

New user area icon

Generic
Male - gender

Made from the 888 logo.
strengthens the brand.
Unisex

Main Banner Layout + Assets alignment

Instead of being in a frame, the banner spreads over the entire width of the page, This makes the arena buttons look bolder and clickable. In order to create a sense of open space.