Define

Workshops

I conducted numerous workshops with the CEO and Product Owner to gather and define requirements and understand the product vision. Key takeaways were

Focus on the core game of roulette without unnecessary distractions.

Establish a channel for players to interact with dealers, delivering a TV talk show-like experience for the highly active Virgin Games community.

Ensure betting is quick and easy, allowing players to focus on interacting with dealers.

Market Research

I collaborated with the Customer Insights team and the casino manager to understand users' needs and their expectations for a top-tier live roulette product. Key takeaways were:

Players prefer a live dealer spinning the ball over an automated wheel for authenticity and trustworthiness.

The ability to chat with the dealer and other players enhances the sense of being in a physical casino.

Players feel that the main focus should be on the betting area, with the live feed as a secondary element.

Essential shortcuts, such as those for the French track, Double, and Re-bet, are highly desired.

Persona and Competitive Analysis

Conducting competitive research and feature benchmarking was crucial in identifying unique elements that would differentiate our product from the competition.

Design & Iterate

Ideation

Weekly meetings with the CEO and Product Owner were held to review wireframes and gather feedback. The initial design concepts focused on maximising betting space and delivering a classic casino aesthetic. Essential shortcuts and critical betting actions were made easily accessible in both betting-focused and video-focused views. Larger interfaces allowed for shared layouts on tablets, reducing development costs.

Flowchart & Wireflows

To better understand game mechanics and user experience, we created an animatic of gameplay. I worked closely with animators to develop animated game flows with initial wireframes, defining the flow and timing of game events. This approach provided a deeper understanding of the game and significantly reduced production time and costs.

Feedback & Iterations

Responsive Design

During research, I identified that 80% of competitor products were not responsive, often displaying black bars on various screen sizes. To deliver the best player experience, we utilised all available space, ensuring our design was both future-proof and immersive. I collaborated closely with the Head of Design and a tech lead to define the responsive grid and establish guidelines. Additionally, I educated designers and developers on creating responsive games.

Final Design

During research, I identified that 80% of competitor products were not responsive, often displaying black bars on various screen sizes. To deliver the best player experience, we utilised all available space, ensuring our design was both future-proof and immersive. I collaborated closely with the Head of Design and a tech lead to define the responsive grid and establish guidelines. Additionally, I educated designers and developers on creating responsive games.

Validate

Usability Tests

Usability testing was conducted with nine players, including three desktop users, all familiar with online live roulette products. Each session lasted 60 to 90 minutes. I collaborated with the moderator to define usability test tasks and phrased questions to elicit the most insightful responses. Additionally, company-wide weekly play tests were carried out with hundreds of Gamesys employees, gathering valuable feedback.

Findings & Solutions

Release &
Achievements

£4 million Bets

Within the first month of our soft launch, over £4 million in bets have been placed, ranking us among the top 4 live roulette products in the UK.

5,000+ Players

In just the first month of our soft launch, we have attracted over 5,000 players, far exceeding our expectations.

Appendix

Responsive Grid for Games

The grid system revolutionised game creation at Gamesys, enhancing the development process for designers and developers.

Implemented in all leading Gamesys games, the grid is gradually being applied to older games.

Players feel that the main focus should be on the betting area, Designers can now edit layouts or swap assets without consulting developers.

It reduced game layouts from seven to two, with the option to share design assets, saving time in design and development.

The grid system allows designers to see how the game will look on any screen size, ensuring a consistent and high-quality user experience.

What I learned

Embrace Imperfection

The first version of a design is never perfect. Letting go of the perfectionist mindset allows us to focus on making the best version possible within the given time.

Stay Flexible

When wireframes and prototypes fall short, it's essential to explore other formats. Creating comprehensive documentation can help all teams understand the big picture, saving production time and aiding in cost estimation

LIVE ROULETTE

Background

Role