iCasino Favourites

To enhance personalization and user engagement, we introduced a Favourite Games feature in the online casino experience. This allows players to easily save and access the games they enjoy most, creating a more tailored and frictionless gaming journey.

Role: Sr. Product Designer

Tools: Figma, Miro, Buisnessmap

Problem

Players often revisit the same games but had no way to quickly find or organize their favorites. This led to unnecessary browsing, reduced session efficiency, and missed opportunities for deeper engagement.

Problem Statement - How Might We...

How might we enable players to easily save and access their preferred casino games to improve personalization, reduce friction, and increase engagement?

Exploration

We explored:

User behavior analytics to identify repeat play patterns.
User interviews to understand how players navigate and choose games.
Competitive benchmarking of personalization features in other gaming platforms.
Design audits to assess UI scalability and iconography consistency.

Key insights:

Players wanted a quick way to “bookmark” games.
Familiar iconography (like a heart) was preferred for simplicity.
Users expected the feature to be reversible and instantly responsive.

Feasibility

Collaborated with:

Engineering to implement a scalable tagging system for user-game relationships.
Product & Marketing to define the feature’s value proposition and rollout strategy.
QA & Analytics to ensure tracking and performance monitoring.

Feasibility was confirmed through:

Backend capability for storing user preferences.
Frontend flexibility to introduce heart icons across all game tiles.
Minimal impact on page load and performance.

Solution

We designed and implemented:

A heart icon on every game tile to mark favorites.
A new Favourite Games section on the casino page for quick access.
Toggle functionality: clicking the heart adds/removes the game from favorites.
Instant feedback with animation and state change for clarity.
Consistent placement and styling across all devices.

all games - no games selected - in favourites section.png

Impact

25% increase in repeat game sessions.
Higher retention among users who used the feature.
Improved navigation efficiency, with users spending less time searching.
Positive feedback on personalization and ease of use.

Takeaways

Small UX enhancements can drive significant engagement.
Iconography matters—familiar symbols reduce learning curves.
User control and instant feedback are key to trust and usability.
Personalization features should be simple, reversible, and visible.