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Prize Wheel
A Complete Product Makeover
I drove this project from start to completion. The task, to redesign the user journey and experience and offer a more premium end product. This was done in an attempt to reinvigorate slowing numbers in uptake customers a fully immersive experience, which would lead to greater retention and wagering. Marketing assets used a 3D render as its identity with the full logo sitting within.
Redefining the Product
Previously Prize Wheel was lacking in this compared to the rivals. I came up with the idea to keep the game mechanics front on with a flexible landscape title bar that would swap out for regionalisation. Other big changes included:
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Enlarged segments and wheel zoom in. Providing clarity to the prizes on offer in a clearer and concise manner.
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Greater definition between the free game and wagered game by use of finish and light animations.
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A clear user journey with dedicated start/end screen, as well as clear selling opportunities for the wagered Super Prize Wheel.
HUGE UPTAKE IN TESTING
The Super Wheel saw increased wagering:
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BRAZIL +70%
CANADA +26%
ONTARIO +37%
UK +23%
All regions we up against the previous
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BRAND FOUNDATIONS
With its own defined identity, marketing for the product is more relatable within the journey towards the game.
The game itself has been defined from all touch points making the product more trusting to the customer and recognisable.
FLEXIBLE FOR REGIONS
The wheel used to follow themes, this still happens currently but is being A/B tested. It is adjustable but without compromisation of the product.
Prizes are clearly defined meaning less complaints from players.
Betway Partners
A Full Rebrand for Betway Partners
I was assigned to define a new look for the B2B offering from Betway. The key was to make this tie in as part of the groups family but at the same time thinking of clarity of data and thinking from an affiliates point of view.
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The main focus was a redesign of the whole website. I decided on a clean layout with hints to the Betway brand in imagery use and colour. Analytics pages are clearer with the aim being that data sets are only ever 1 click away.
A B2B Solution
Utilising The Betway Brand for B2B Activity
The idea behind the Betway Partners rebrand was to have its own voice but without straying away from the Brand Values. Also for cost effectiveness, the ability to reuse Betway Group creative helps in cost but also in being a defining point for potential customers for B2B.
The Website Overhaul
The Betway Partners website needed a complete overhaul as it was looking outdated and UI and UX was not pleasant. This was designed to fall in line with the rest of the group but also have the B2B feel due to the customer that would be using this site. The key improvements were:
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Clearer interface with mobile also considered through use of grid layout, though 70% of users are still accessing via desktop
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User friendly. Reduction in copy with more CTA, filters and visual keys used
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Scrollable layout using grids. Gone are the days that everything has to be in the initial field of vision. We have introduced hierarchy for all information and all navigation is located in prime view
Brand Evolution 2021
Defining a brand with a new look and feel
I was part of the core team that was tasked in bringing together the brand evolution project. A huge design team effort that encompassed redefining the creative direction of the brand. This was my first main project at the company and lead to me being promoted to a senior designer due to my input and creativity as well as being the main designer to define the brand guidelines for use by the business in the 24Â locations worldwide.
The Brand Guidelines
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I worked on the creation of the Brand Guidelines for Betway Sports and Casino and worked this into a solution that was picked up by all regions worldwide. This document forms the foundations of all the creative being produced and enables global brand consistency to be maintained.
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Global Photoshoot
Premium Sports Imagery that can be easily flexible
I was also part of Betways first global sports photography shoot. We worked with a specialist photographer to shoot all our popular sports and then have a fully editable set of layers so we could change kits to match all teams. I was part of the initial proposal for direction all the way through to working with the photographer in the post production of the files. I also came up with the designs for all the global kit content for Football, NFL and NHL. The slideshow shows some of the post production and the final results.