Patrick Voet

Casino Legends

Gamification Game 

Case Study: Gamification – Casino Legends

 

Project Overview

Role: Lead Product Designer.

Product: Gamification – Casino Legends.

Objective: Introduce gamification to the Entain brand.

 

Research Phase

  • Objective: UX research on gamification best practise for casino.
  • Method: Cooperate with the UXR team on:
  1. Competitive analysis
  2. Vision board
  3. Certainties, assumptions and doubts
  4. Empathy map
  5. Mood board
  6. Research
  • Outcome: Better insights on gamification.
  • Tools used: Figjam

Design Phase

User Journey Mapping

  • Objective: Visualize the user journey from start to finish.
  • Method: Explored and mapped out all screens in the user journeys, itterated.
  • Outcome: Full user journey map.
  • Tools used: Figjam

Wireframing

  • Objective: Create component based wireframes.
  • Tools Used: Figma.
  • Process: 
  1. Created component and style based wireframes for key screens like Landing pages, Onboarding, Worlds, Tutorial, Challenges, Treasure chest etc.
  2. Conducted usability testing with 5 users to gather feedback.
  • Outcome: Iterated on wireframes based on business and user feedback.

UI design

  • Objective: Liasing with brand and creative teams, mapping figma design system library assets like typography and color styles. 
  • Tools Used: Figma.

 

High-Fidelity Prototypes 

  • Objective: Create high-fidelity interactive prototypes for final design.
  • Tools Used: Figma.
  • Process: 
  • Designed high-fidelity prototypes incorporating UI branded frames.
  • Highlight micro animations.
  • Collaborating with the animation team supplying video assets prototypes, see hte youtube video presentation below.
  • Outcome: Prototypes were well-received in user testing, with positive feedback on the new features.

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Collaboration with Developers 

  • Objective: Ensure smooth handoff and implementation of designs.
  • Method: Regular meetings and design reviews with the development team, tools used: JIRA and MS office suite.

Outcome

When development was about 80% completed, Entain and the external business that was handling all gamification player data, did not come to an agreement that was acceptable. Unfortunately, business decided to sunset this project. I enjoyed this project a lot, and still wanted to include it in my portfolio. Ultimately, it was the ground work for future Entain gamification projects, when Entain would build the infrastructure to handle all gamification data in house.