iCasino Redesign

The iCasino redesign aimed to improve the user experience for players navigating OLG’s growing library of casino games. While working within the constraints of pre-developed templates, the goal was to create a clear, intuitive structure that allowed players to easily find their favorite games and discover new ones.

Role: Sr. Product Designer - UI/UX

Tools: Figma, Miro, Buisnessmap

Problem

The existing iCasino section lacked intuitive navigation and clear categorization, making it difficult for players to locate games quickly. With an expanding game library, the challenge was to design a scalable solution that maintained usability and visual appeal.

Problem Statement - How Might We...

How might we redesign the iCasino section to provide a seamless, user-friendly experience that supports easy navigation, clear game categorization, and future scalability—while adhering to strict template limitations?

Exploration

User Behavior Analysis: Reviewed analytics and conducted user interviews to understand how players search for and select games.
Content Audit: Mapped the existing game library and identified gaps in categorization and discoverability.
Wireframes & Navigation Flows: Created low-fidelity prototypes to test different layout structures and navigation patterns.
Design Constraints: Explored creative ways to work within pre-developed templates without compromising usability.

Feasibility

Template Limitations: Collaborated with developers to understand template restrictions and identify areas for customization.
Scalability: Designed modular sections that could accommodate new games without disrupting the overall layout.
Performance: Ensured optimized loading times for game thumbnails and assets.

Solution

We designed:

Strategic Categorization: Grouped games into clear sections (e.g., Slots, Table Games, New Releases) for quick access.
Enhanced Navigation: Implemented a simplified menu and filtering options to help players find games faster.
Visual Hierarchy: Used consistent typography, spacing, and imagery to guide user attention.
Future-Proof Layout: Built flexible templates that allow easy integration of new games.

Impact

Improved user engagement and time-on-site metrics.
Reduced bounce rates by making navigation more intuitive.
Positive feedback from stakeholders on scalability and adherence to brand guidelines.

Takeaways

Design Within Constraints: Creativity thrives when working within limitations—finding ways to enhance usability without full control over templates was key.
User-Centric Decisions: Data-driven insights shaped navigation and categorization strategies.
Scalability Matters: Designing for growth ensures long-term success and reduces future redesign efforts.