In 2017, our team embarked on the development of the first casino platform for PokerStars.

This case study will showcase key aspects of the design process, including the challenges we faced and the successes we achieved.

My Role

UI/UX Design Hi-fi Prototyping Testing Animation Localization

The Challenge

Pokerstar’s first entry into the casino world

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.


Who are our


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.

Who are our

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.

William Hill
  • Attracts professional players

  • Mobile compatibility

  • Focus on security and safety

  • Strong brand and reputation

Leo Vegas
  • Wide selection of games

  • Mobile compatibility

  • User-friendly interface

  • Popular live casino games

888 Casino
  • Strong reputation and bonuses

  • Wide variety of slot games

  • User-friendly interface

  • Excellent customer support