UI Reskinning for Legacy Casino Games
Business Problem
The Playboy license was purchased by a company a long time ago but it wasn't used. The stakeholders decided to build new branded live-dealer studios which meant that the old games (specifically - Baccarat and Roulette) needed to match new style.
Design Problem
The new games "shirt" needed to be associated with the Playboy brand and aligned with the new studio while still meeting the needs of the Asian iGaming market. Giving the diversity of Asia and its traditions, country by country, we needed to find a balance between decency and provocation.
User Problem
The transition had to be smooth enough for users to not get overwhelmed. It was decided that the games wouldn't undergo major UX and structure leaving the scope of the project to reskin.
The scope of work for the MVP version of the app was reduced to the key screens containing basic information for the user.
Brand Identity
Our design team conducted a Playboy brand analysis, delving deep into the history of the brand and comparing its past perception to how it is viewed today. We decided to revive the initial luxurious atmosphere of the old Playboy London clubs rather than focusing on simpler and more obvious aspects associated with a brand.
New Design System
Previously created design system simplified the process of establishing new style guidelines and creating set of new components. I was in charge of creating a new system and keeping everything well organised. As a member of the team who spent a significant amount of time working on the new game shirt, I then conducted a design Q&A for the project once it was launched.
baccarat
This is the outdated game UI that was in production at the time of the project. UX of the product hadn't been changed.
Roulette
Beside new colour palette, only minor changes were made to the UI to enhance user comfort and engagement.
baccarat
A modern-looking UI that seamlessly aligned with the new branded studio, while also fitting well within the context of Asian iGaming market.
Roulette
The solution proposed by our design team was successful among stakeholders and received positive feedback from users.
