The development of the Interactive Static Carousel UI for Bally Casino marks a collaborative effort aimed at enriching user engagement and enhancing the visual appeal of the online gaming platform. This project converges UI/UX design expertise with cross-departmental collaboration to conceptualize and prototype an innovative carousel interface that captivates users and elevates their gaming experience.
The primary objective of this project is to design and prototype an interactive static carousel UI that serves as a focal point for user interaction on the Bally Casino platform. By seamlessly integrating UI/UX principles with creative design solutions, the carousel aims to showcase promotional content, highlight featured games, and drive user engagement while maintaining a visually striking and intuitive interface.
The image above shows the design steps
- Limited User Engagement: The previous interface lacked elements to effectively engage users, resulting in lower interaction rates and reduced time spent on the platform.
- Static Content Presentation: Content presentation was static and uninspiring, failing to captivate users' attention or highlight key promotions and games effectively.
- Lack of Data-Driven Insights: The production process lacked mechanisms for gathering actionable insights into user behavior and preferences, hindering informed decision-making and iterative improvements.
Enhanced User Engagement and Experience: By addressing these pain points through the implementation of an Interactive Static Carousel UI, Bally Casino aims to significantly enhance user engagement and experience on the platform. The carousel will serve as a visually captivating and intuitive interface element, facilitating seamless navigation, promoting featured content, and reinforcing the brand identity.Competitive Edge and Industry Relevance: In a competitive online gaming landscape, staying relevant and meeting user expectations is paramount. The Interactive Static Carousel UI project allows Bally Casino to align with industry trends and best practices, ensuring that the platform remains competitive and appeals to modern users accustomed to dynamic and immersive digital experiences.Streamlined Production Process and Collaboration: By introducing cross-departmental collaboration and leveraging UI/UX design expertise, the project aims to streamline the production process and foster a culture of innovation within the organization. Collaborative efforts will ensure that the Interactive Static Carousel UI not only meets but exceeds user expectations, driving long-term success for Bally Casino.
1. Conducting research to understand user preferences, browsing behavior, and industry trends.
2. Collaborating with cross-departmental teams to gather insights and align project objectives with overall brand strategy.
3. Ideating and conceptualizing interactive static carousel designs that maximize visual impact and user engagement.
4. Wireframing and prototyping the carousel UI using Figma, ensuring seamless integration with existing platform elements.
5. Implementing visual design elements that reinforce the Bally Casino brand identity and aesthetic.
6. Conducting user testing sessions to gather feedback and iterate on the prototype, addressing usability issues and optimizing the user experience.
7. Documenting the design process and preparing assets for handoff to the development team.
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Fully Interactive Prototype: Users can navigate through the carousel UI, interact with promotional content, and experience the intended user journey. Design Consistency: The design components and specifications ensure consistency in visual elements and user interactions across the entire interface. Development Guidelines: The development mode provides clear guidelines and assets for the development team, facilitating efficient implementation of the UI design. Responsive Design: Both mobile and desktop versions are designed with responsive principles in mind, ensuring adaptability to various screen sizes and resolutions.
In the ever-expanding landscape of gaming ventures, promoting new game releases requires finesse and adaptability. While the core elements of our banners – the game logo and background – may seem straightforward, the challenge lies in harmonizing these elements with the unique brand identities of each venture. Across six ventures, each boasting its own set of brand guidelines, we embark on a journey to create cohesive, visually striking banners that resonate with audiences and drive engagement.
The Game Product On-Site Banner Template project aligns with insights gained from the UXDX conference, particularly those shared by the Zeplin director. Focusing on "getting the right things done," the project emphasizes strategic investment of time and energy, prioritizing simplicity and adherence to brand guidelines to maximize impact while minimizing effort. This approach ensures efficient design delivery and contributes to the project's success.
Upon analyzing our banner production process, I identified inefficiencies when promoting games across our six ventures. This entailed generating 12 PSD files, organizing 72 folders, and managing diverse storage paths. Large file sizes further complicated matters, often exceeding 1GB per venture. Additionally, the time investment per game iteration was substantial, requiring at least one and a half days to complete. Seeking to enhance efficiency and empower our designers, I consolidated assets into two PSD files, each under 800MB. This streamlined approach minimized complexity, expedited download/upload times, and allowed our team to focus on design refinement, ultimately optimizing our promotional efforts.
Optimizing Design Steps: By identifying commonalities in the email design of game products across 6 ventures, aim to streamline the process, allowing designers to invest more time in style details unique to each venture.
Maintaining Design Consistency: Third-party products, especially games, often come from external sources. While optimizing their output, I'been sure that our designs remain creative yet consistent with brand guidelines
Simultaneous Image Asset Generation: To further enhance efficiency, I implemented simultaneous image asset generation. This approach ensures that visual elements are developed in parallel with design iterations, facilitating seamless integration and timely delivery of assets for email campaigns.
Upon completion of the design document for the Game Product On-Site Banner Template project, the next crucial step involved gathering feedback from designers within the team and cross-departmental stakeholders. This process was instrumental in ensuring that the proposed solution met the project objectives, aligned with user needs, and adhered to stakeholder requirements.
Based on the feedback gathered from both the internal design team and cross-departmental stakeholders, a comprehensive guideline document was created. This guideline outlined the approved design specifications, usage instructions, and best practices for implementing the banner templates across various ventures.The guideline document served as a reference point for designers and stakeholders involved in the project, ensuring consistency and alignment throughout the implementation process. Iterations were made based on ongoing feedback and testing, refining the guidelines to address any remaining concerns or optimization opportunities.
"Don't Dilly Dally, Get On Bally"
As part of Bally's latest brand campaign, I have been tasked with creating a comprehensive landing page design system and updating the corresponding website to align with the campaign's visual identity and messaging. Additionally, I have designed offer templates in Figma to streamline the creation of promotional materials.
Design
Landing Page - HTML/CSS/Github
Design System/ Offer - Fima
Consistency: The design system ensures consistency in visual elements, typography, color palette, and layout, maintaining brand integrity across all touchpoints. Efficiency: By providing reusable components and templates, the design system streamlines the design process, saving time and effort for designers. Scalability: The modular nature of the design system allows for easy scalability and adaptation to future campaign requirements or variations. Collaboration: Designers can collaborate more effectively by sharing a common set of design assets and guidelines, fostering consistency and alignment across the team.
Formerly known as Megaways Casino, Bally Casino underwent a rebranding initiative, necessitating the seamless transition of all existing users to the new platform. This transitional work encompassed a multifaceted approach aimed at preserving user experience, maintaining engagement, and ensuring minimal disruption during the migration process.
