Project
win2day
Win today, win everyday
Intro
win2day, Austria’s leading online gaming platform, sought a modern, cohesive, and user-friendly digital experience for its diverse audience. Our team conducted a thorough user journey audit, visual benchmarking, market analysis, and design system inventory to identify key challenges and deliver an elevated & optimized user experience.
win2day
Strategy, Design, Development
Running forward, we reimagined all user scenarios, refined the visual style, and delivered responsive designs optimised for tablets and mobile devices.
Our primary focus was on ensuring scalability and flexibility within the design system while prioritizing a UX/UI experience that is intuitive, clear, and comfortable for seamless interaction.
Approach
To address the identified issues, we strategically focused on user journey audit, analytics insights, market analysis, visual benchmarking, and design system inventory. This approach enabled us to create a flexible, scalable, and visually engaging digital experience that stands as the centrepiece of our solution.
We analyzed Behavior Flows, Heatmaps, Attention Maps, and general page statistics to uncover areas of the product that users tend to overlook. These insights guided us in identifying and prioritizing key focus areas for improvement.
We explored competitors to gain insights into visual quality, colour use, form, and imagery —key elements for evoking an emotional response from our audience while interacting with the product. From this, we established core principles to guide our vision: trustworthy, universal, intuitive, and consistent.
Design System
We developed a design system, which we named Ace, to make the platform feel consistent, accessible, and user-friendly. Its approach follows an engineering-first philosophy.
Through collaborative workshops with win2day’s engineers, we identified potential code challenges and crafted a robust design system architecture. This alignment ensured a clear roadmap for tackling issues systematically, prioritising seamless integration and efficient implementation timelines.
An important step, to ensure fast component & feature delivery, was setting up foundation — a system of design tokens that gives every element a clear purpose: accessible, scalable, maintainable and visually consistent. This included creating a custom colour scheme, typography, iconography, and other core elements to form the basis of our design system.
Our goal wasn’t just to have a design system — we aimed at creating a scalable, flexible and efficient system that would support 5 different verticals and the needs of various product teams involved. Ace is living up to initial expectations and it’s organically growing, taking into consideration product vision: consistency, accessibility, and user-friendliness.
Ace supports both light & dark modes and is ready for multiple themes, ensuring it’s flexible and future-proof. With Ace in place, the platform feels cohesive, modern, and easy to use.
While implementing the components, we also improved the platform’s user flows by enhancing the information architecture and refining the search experience. Users can now find games and promotions more easily, navigate the platform with greater ease and enjoy a smoother, more intuitive overall experience.
The design system introduced a cohesive look and feel across the platform, creating a more unified brand identity and presence. It also streamlined development and design workflows, significantly reducing the time and effort needed for future updates, including theming and scalability.
Learnings
I’m very happy to have teamed up with win2day on creating a versatile design system for their multi-brand online platform. The system ensured consistency while embracing unique brand identities, improved scalability, and upheld accessibility, empowering teams to innovate effectively.
Esa Hiltunen
Product Design Lead