10 out of 10: Designer speaks up about iGaming industry and importance of UX
Don’t judge a book by its cover, but judge the website by its design. The first impression from your product will be forever with potential user. So, it really makes sense to invest some time and effort in this direction. However, a lot of modern casinos are created as a “box” solution and comes from ready-made features and designs. This is a common stake for White Labels and sometimes for Turnkeys too. There’s some space for improvement and utilizing it successfully can greatly help the product to stand out among others and excel in modern competitive market. Today we are talking about this with an experienced designer in iGaming to know more about nuances of design in casinos and pick up some points to follow. Detailed about that read below.
Monoup launches a new thread in our blog for iGaming and game brands where we will offer insides and secrets for successful projects from industry professionals. We will talk about optimizing processes and minimizing costs for operators by implementing a really working approach in practice. The series of interviews will cover different parts of product operation and every professional will answer 10 questions to help make your product “10 out of 10” level.
Today invitee is Designer in iGaming, let’s move on:
Q: Please tell our readers a bit about yourself and what you are responsible for within your work scope.
A: I am Illyia, a UX/UI designer at iGaming product, responsible basically for everything related to this in the company.
Q: Do you gamble yourself? How did you come to the industry?
A: I had roulette experience, but not casinos, not actually of my style. Regarding work experience, I’ve been in the industry for 3 years, plus I often take freelance work so that could really count for a one more year, hah.
Q: So, let’s get straight to the point: does the design really matter? Market knows a lot of successful stories of brands that didn’t actually bet on design and their websites are quite simple and old fashioned even.
A: From my perspective, yes. And importantly, UX plays more important role than UI. Success of your online casino greatly depends on how easy it is for the user to get to his goal (and your goal as well). Visual, appearance is one of the first things to see, but not the main, I would say. If you don’t have developed retention and necessary payment methods, bonuses and cashbacks, then the fact that you have a beautiful website does not give user anything. This business is not about visual content but well-prepared visuals of course can help to catch attention and make the life of players more interesting on your website.
Q: How to make sure that gambling website is designed to be comfortable for players and not over optimized with fashionable features? Do any standards exist or everything falls within the creator’s taste?
A: This would depend on the market you are entering or operating, and player behaviors there. For a start, of course, it’s easier to look at competitors, launch similar prototypes and then analyze if that worked well or not. You need something to begin from and that would be a base for further improvements and development of your own style and vision. There’s no really a standard exists but some general rules for this type of websites are set.
Q: Is the blue color still trendy?)) We have noticed a really huge number of gambling websites utilizing blue as the main color. Is there any idea behind that or just because it's common?
A: Ha-ha, this is long run trend. Basically, I know why. If the background color is dark blue, so the other colors are mainly blue as well and that can help to build overall calm and trustworthy atmosphere. People like blue and it is something about stability and resilience. And what is also important, almost any text on it is easy to read.
Q: Do you keep an eye on competitors' websites for some additional inspiration and trends or have other ways to stay updated?
A: I monitor competitors’ websites and communicate with other designers, that helps me a lot for being on the wave. I know how other brands are evolving and keep my eye always opened for new things and approaches.
Q: How does a good User Experience for players look like today? What is most and least important when creating a quality UX?
A: Readable text, contrast, less visual noise — those are first things you have to think about. It is important to understand the purpose of users on the website in order to create high-quality UX. So, you have to know why they are coming. The fewer clicks he makes to his goal (should it be deposit, game play or bonus), the better. I would suggest to use already familiar forms and elements, something that is in his mind from other website experiences. This can help to navigate your product faster and remove any need of critical thinking: also eliminate the case when player is lost in your interface. Because we don’t want him to be lost and feel something like that at any stage of his journey with the website.
Q: Which design instruments do you use in your work? Why and how does this change throughout your career? Which skills does iGaming require you to obtain?
A: Here everything is pretty clear, I wouldn’t be that surprising. I use of course Figma and Photoshop, then Illustrator, Blender 3D could be very valuable instruments in my work as well.
Q: We know that designers are paid quite more in iGaming than in other industries. Do you think the industry is more demanding than others in terms of design?
A: I think it is the case, yes. Here it’s not enough to be just a good designer. Actually, a very few designers can boast a good UI, UX, generate fresh ideas, concepts. Industry requires active involvement and understanding of operational markets for online casinos. You cannot just create a design; you need to create something that is interesting to players. I work as a designer, but at the same time I cooperate directly with developers, assigning them with tasks, checking the completed work. I always re-think the UX and arrange meetings about that with everyone involved. This is a managerial work that is not usually taking place in other industries. But here, if we want to succeed, we need to be very proactive and creative. And I like that.
However, at the same time, someone gets the same amount of money like I do while he just does designs. It all depends on the company also and working environment but in iGaming there’s more options for good deal. And you know, you can never have enough money, so the space for development is all about :)
Q: Which next step do you see in your career and why?
A: I plan to develop in design and I see some perspectives in UI and 3D with animation. If we are taking overall about design future in iGaming, then if your payment systems work well, you have no issues with the website, you need and you are free to surprise and stand out in the market. This is where UI comes into play and what I think is great to do. 3D objects will make design of more expensive look and provide an opportunity to show something more interesting than others. Competition here is huge and this is a reason for fast grow too.
In conclusion, we couldn’t miss that fact how fruitful our conversation was. We have made our own conclusions from this short talking to Illyia. Eventually, things that you think are not that important can play a game for your business and win.
Appearance makes a difference in today’s world and we all know it’s true. So, when we are taking about your website “appearance”, why not to use it to express your character and values of the company? Catching the experienced player eye is not easy as well as newcomer to casinos. But successfully engaging them both is something that not everyone can. Design can really help in this task and Illyia’s advices only confirm that. Take into account his valuable thoughts and we are sure this may help you to shine bright with your design in iGaming sky.
