Jimmy Wang
“It looks simple and clean… but not like a casino.”
To design for meaningful engagement, we needed to deeply understand what users wanted — and what they felt was missing.
We conducted user interviews with active online gaming players in the Philippines, focusing on their first impressions, gameplay navigation, and emotional engagement.
“I usually play slot machines, sabong, and instant games.”
“The interface is easy to use… but it doesn’t feel like a casino, or even like a game. It’s just… there.”
“There are so many categories, but you can only see a few at once. I had to scroll back and forth a lot to find what I wanted.”
We adopted a dark-themed interface with high-contrast neon elements to create a sleek, immersive casino atmosphere. This style not only aligned with the expectations of local users but also reduced visual fatigue and enhanced perceived value.
Navigation was reorganized using a vertically scrollable layout with clear hierarchy. Game categories were re-sequenced based on usage data, and the most popular games were moved to the top of the experience to reduce decision fatigue.
To pique user interest from the start, we introduced incentives at the very beginning of the user journey - daily check-ins, lucky spins and task challenges - to drive continued engagement to increase retention.
Create copy and motion graphics that fit the brand's culture and personality to reinforce the brand image.
We conducted usability testing on early prototypes to observe how users navigated the redesigned experience. The insights validated our direction — and revealed new friction points that helped us refine the final design.
“The new design is very casino-esque, especially the logo designed to look like a spinning slot machine! The interface is rich and detailed, very different from other brands.”
“The games are categorized at a glance, with the most frequently played ones at the top, which is very well thought out.”
“It's super fun to win every time I play Lucky Wheel, and there are rewards for completing the challenges, so I play it every time!”
