CASINOJEFE
Summary
CasinoJefe was updated to the Idefix platform but the design itself was not updated. Stakeholders requested a new redesign to bring it up to date with the other brands within the Group.
PROBLEM
The site has an outdated feel to it, branding did not match the current brand guidelines, as the site load you get a login box that forces new players to sign up first instead of giving them a chance to look around. The features that the site offers are further down and get lost in the chaotic of texts.
Previous Design
USERS & AUDIENCE
The majority of users are in Nordic countries, and access from other countries is blocked. Cross-sell from other brands within the Group directs many of the users here.
ROLES
Our team consisted of me as Lead Designer, a Graphic Designer and a Senior Developer.
PROCESS
I started by studying the brand and seeing what I can use to help make the site more uniform. I noticed the buntings that are used in the background image which is a very prominent feature of Mexican parties and festivals, they call it Papel Picado which translates into “chopped” or “punched” paper, they are beautiful banners made out of paper panels that are cut with intricate designs. I thought using these buntings would be a good idea to separate the sections of the site but also a great way to unify the whole site together.
I used Figma to design the wire-frame, instead of using the typical square boxes for the game thumbnails, I use 5 columns vertically and horizontally creating a dynamic way to display different sizes for the thumbnails, thus creating a masonry style that makes it aesthetically pleasing. The features section doesn’t actually follow the column grid since this section shows the features, there are six and it’s not ideal to make them so small within the column so I made them bigger since they aren’t in a fixed shape it was easier to let it break the grid, this fills in the page better and big enough for the viewers since the features are important.
I found a bunch of 3D icons that were commissioned by the company, they are of high quality and were of the game icons but made in CasinoJefe style of Sombrero textures. Not sure why they have been forgotten but most are only being used in affiliate banners. I combined the buntings and these 3D icons into the design which makes the whole site colourful and very Mexican. The Jefe cat is a prominent mascot and he can be seen throughout the site.
Sections
Showing each sections and the use of masonry grid to show case games in a dynamic way.
WIREFRAMES
Wireframes screenshots, the first image is a few iterations into the wireframing process, I liked the game thumbnail layout in masonry style and within a grid. The second image is the more finalised version after a few more iterations and feedback from stakeholders, I was happier with this version, the thumbnails were still masonry but rounded out flat at the bottom of each section not looking unfinished like the first image. The third image is of the finished website and not the wireframe as a side-by-side comparison.
As mentioned in process, the features section does not follow the main grid due to it’s importance, looking at the third image it works to show the features but still work as a whole with the rest of the page.
CONCLUSION
It was a fun project that lets me delve deep into another culture to see the commonalities that help bring out the look and feel of the branding and website, unifying them as a whole rather than the old design. We saw an increase in people spending more time looking at the sections and game thumbnails which didn’t exist before, this gave them time to browse before signing up.
WEBSITE
View the full website below.
