As a designer, I had the opportunity to work with a newly established casino team at PokerStars, where I collaborated with project managers, stakeholders, and cross-functional teams to design and develop the Web Smart Lobby (WSL). The WSL represented PokerStars' entry into the casino industry, and required a strategic approach to bring Poker players to casino.
As the largest real money poker site globally, PokerStars receives millions of players daily. I was tasked with the challenge of creating a seamless design for a portal, that would transition for these players as they ventured into the casino world through the WSL. Through user research, prototyping and testing, I designed an intuitive and user-friendly interface that met the needs of both the business and the players.
One of the key insights gleaned from our user research was the distinct characteristics of Poker players compared to casino players. We found that Poker players tend to exhibit a strong brand loyalty and are predominantly male
However, we also identified a commonality between the two groups - the motivation to use the platform as a form of relaxation during their downtime. These findings were crucial in informing the development of our user personas, which helped guide the design of the product to better meet the specific needs and behaviors of both Poker and casino players.
Our online casino faced tough competition with established players, but we assembled a team of experts to source the best games globally, quickly establishing ourselves as a reputable and appealing option for players looking for a diverse range of games.
Attracts professional players
Mobile compatibility
Focus on security and safety
Strong brand and reputation
Wide selection of games
Mobile compatibility
User-friendly interface
Popular live casino games
Strong reputation and bonuses
Wide variety of slot games
User-friendly interface
Excellent customer support
