Operating in the entertainment space sees iGaming businesses competing against titans like Netflix, Xbox and PlayStation. Providing a comparable digital experience that optimises player engagement and keeps them coming back for more is the name of the UX UI game.
Taking a User Experience (UX) first approach to User Interface (UI) design starts with your brand. It needs to connect with your ideal player in a way that feels familiar and comfortable yet exciting, fresh and responsive. They want the ease of feeling at home with your brand coupled with the ‘zhoosh*’ that new experiences bring (*yep, that is how you spell it). Consistency of aesthetic, message, tone and feel are all essential.
Understanding your players and what makes them tick is where our work starts… We’ll analyse player behaviour from first click to last in order to design digital environments that maintain their engagement. That starts with the basics such as finding their way around your interface, the ease of sign-up and login processes, through game play into cashing out.
This insight informs structural decisions around navigation and content hierarchy, before determining aesthetic choices such as which fonts, colours, call to action buttons, imagery and animation to use – and where.
We have a well-defined approach to UX/UI design projects which considers:
- the needs of your business, your strategy and ROI objectives
- the brand experience and narrative you want to deliver
- who your ideal user/player is and what their needs are
- what your competitors are doing
- the limitations and opportunities presented by your technology
All of these factors are then embodied through the design process. We iterate through the refinement of a site map and wireframes to test user journeys and information hierarchy before moving on to building an interactive prototype. This clickable visual model enables us to experience how your interface will function and look before engaging in the expense of technical development. This improves efficiencies and clarifies expected outcomes for you and your technical delivery team.
We work hand in hand with interface developers providing; UI element libraries (design systems) to ensure a consistent aesthetic, a QA/build review service for continuity and facilitating your interface evolution over time.
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