Lulu - The Designer

Fortress

Company

New Future

Industry

iGaming, Online Casino

Role

Design Lead

Platform

Native App, Website

About Product

Fortress is a game-changer in white label gaming. It offers a fully customizable platform, tailored for any need, providing a complete and immersive gaming experience.

Its white-label solution empowers users to effortlessly create stunning, fully-functional iGaming customisable websites within minutes without the need for extensive coding. With its intuitive drag-and-drop interface, user can design captivating layouts, integrate seamless gaming experiences, and manage their platform with unparalleled ease.

Task

Create a website builder for iGaming white label sites (Frontend & Back Office), build and manage Design Language System for Frontend and Back Office

Results

Successfully launched a future-proof MVP iGaming product (native app, mobile & desktop web) for Frontend and Back Office to early adopters within deadlines, achieving business objectives.

Features Focus

Wallet Balance, Deposit, Withdrawal, Affiliate Program, Member Referral, App Setting, Integration Setting via Firebase, Push Notification, Login, Register

Tools

Problem

Figuring Out Competitor's Problem in Order to Use It As Our Unique Selling Point

Competitors' sites does not support multi-currency sites and wallet
Competitors' sites does not support multi-affiliate programs
Competitors' sites does not support multi-loyalty programs

Why Sites Does Not Support Multi-Currency Sites in Southeast Asia

Technical Complexity
- Integration challenges: Implementing multiple currencies requires complex integrations with payment gateways, accounting systems, and risk management tools.
- Currency conversion: Ensuring accurate and competitive exchange rates can be challenging and requires constant monitoring.
- Software development: Developing a platform that can handle multiple currencies without errors is technically demanding.
Regulatory Hurdles
- Licensing requirements: Different jurisdictions have specific regulations regarding currency handling, which can complicate matters for operators.
- Anti-money laundering (AML) and know-your-customer (KYC) checks: Verifying identities and preventing financial crimes becomes more complex with multiple currencies.
Cost and Resource Allocation
- Financial investment: Implementing multi-currency support requires significant financial resources for software development, integration, and ongoing maintenance.
- Human resources: Dedicated teams are needed to manage currency conversions, risk management, and compliance.
Market Focus
- Niche markets: Some operators may focus on specific regions or countries where a single currency is predominant, making multi-currency support less of a priority.
- Risk management: Offering too many currencies can increase exposure to currency fluctuations and other financial risks.
Player Preference
- Dominant currency: In some regions, a single currency is overwhelmingly used, reducing the demand for multiple options.

Why Sites Does Not Support Multi-Affiliate Programs

Brand Consistency
- Unified message: A single affiliate program ensures a consistent brand message across all marketing channels.
- Controlled image: It allows the iGaming operator to maintain a specific brand identity.
Data Management
- Simplified tracking: Managing one affiliate program simplifies data collection and analysis.
- Reduced complexity: Fewer affiliate relationships mean less complex tracking systems.
Resource Allocation
- Focused efforts: Concentrating on one affiliate program allows for dedicated resources and attention.
- Cost efficiency: Managing multiple programs can be resource-intensive.
Risk Mitigation
- Reduced liability: Fewer affiliates mean less potential for issues like fraud or negative publicity.
- Better control: Operators have more control over their affiliate partners.
Affiliate Quality:
- Selective partnerships: Focusing on a single program allows for a more curated selection of affiliates.
- Stronger relationships: Deeper partnerships can be built with fewer affiliates.

Framework

Our methodology: Design Language System (DLS) is our design artefact repository comprising of reusable components, standards and guidelines used by our digital products to provide consistency and scalability across our evolving ecosystem. It streamlines the process of design and development, improves productivity and provides direction on building user interface design in a methodical way with explicit order and hierarchy across all devices. By leveraging on the atomic design methodology, DLS allows us to design and build consistent experiences across all digital touch points using key features of design tokens, components and patterns.

DLS sets the standard for creating beautiful, user-friendly digital products. It keeps our design team and developers in sync, using the same building blocks to build consistent and efficient interfaces. The design philosophy is based on these core principles:

Design Tokens are the visual styles of the design system framework — specifically, they are named entities that store visual design attributes. We use them in place of hard-coded values (such as hex values for colour or pixel values for spacing) in order to maintain a scalable and consistent visual system for UI development.
Components are reusable building blocks of our design system (such as a button). Each component meets a specific interaction or UI need, and has been specifically created to work together to create patterns and intuitive user experiences. A component library is a collection   of UI components within a   design system.
Patterns are reusable combinations of components that solve common user problems (such as a navigation bar with a logo, links, and CTA button).These best practice solutions help users achieve their goals and ensure consistency across experiences. A pattern library is a collection of UI patterns within a design system.

Research

Conducting Competitors Analysis

Why Competitor Analysis is Crucial in iGaming

Understanding the Market
- Artificial Intelligence (AI): AI is being used to enhance player experiences, optimize marketing campaigns, and improve fraud detection.
- Virtual and Augmented Reality (VR/AR): Immersive gaming experiences are becoming more common, with VR casinos and AR-enhanced slot games on the rise.
- Blockchain and Cryptocurrencies: These technologies are being explored for secure transactions, provably fair gaming, and NFT integration.
- Personalized Experiences: Tailored gaming experiences based on player preferences and behavior.
- Responsible Gambling: Increased emphasis on player protection and responsible gambling initiatives.
- Mobile Optimization: As mobile gaming grows, sites must offer seamless experiences across devices
- Esports Betting: Capitalizing on the growing popularity of esports.
- Virtual Sports: Offering betting options on simulated sports events.
- Casino Games Evolution: Continuous innovation in slot games, table games, and live dealer experiences.
- Market Expansion: New jurisdictions are opening up to iGaming, creating opportunities for operators.
- Stricter Regulations: Increased regulatory scrutiny and compliance requirements.
- Focus on Player Protection: Stronger emphasis on responsible gambling and player protection measures.
- Influencer Marketing: Collaborating with influencers to reach target audiences.
- Social Media Integration: Leveraging social platforms for engagement and acquisition.
- Data-Driven Marketing: Utilizing analytics to optimize marketing campaigns.
- Cryptocurrency Adoption: Increasing acceptance of cryptocurrencies as payment options.
- E-wallet Dominance: Continued growth in the use of digital wallets.
- Open Banking: Exploring open banking solutions for faster and more secure transactions.
Developing a Competitive Advantage:
- Develop unique selling points to stand out from the crowd:
  - Price optimization: Adjust our pricing based on competitors rate for early adopters.
  - Personalized gaming: Utilize data analytics to offer tailored gaming experiences.
  - Innovative game design: Develop unique and engaging game content based on players' interests.
  - Mobile optimization: Ensure a top-notch mobile experience - native application to have a different behaviour compared to web application.
Product Development:
- Social features: Limited opportunities for player interaction and community building.
- Loyalty programs: Lack of tiered rewards and personalized incentives.
- Responsible gambling tools: Insufficient or ineffective tools to promote responsible gaming.
- Customer support: Long wait times and limited support channels.
- Faster withdrawals: Slow processing times for withdrawals.
- Cryptocurrency integration: Limited support for popular cryptocurrencies.
- Alternative payment methods: Lack of options beyond traditional methods.
- Security and fraud prevention: Weaknesses in securing financial transactions.

Target Research: Different Players

Casual: These are the most common type of iGamer. They play occasionally for entertainment, typically placing small wagers and not spend lots of amount of time or money.
Enthusiasts: Enthusiasts are passionate about iGaming and play regularly. They enjoy the challenge and excitement of games, and may spend more time and money on their hobby.
High Rollers: High rollers are big spenders who wager large sums of money. They expect VIP treatment from online casinos and sports books, and may be offered exclusive perks and rewards.
Bonus Hunters: Bonus hunters are skilled at finding and taking advantage of promotions and bonus offers. They may switch between different platforms to maximise their potential winnings.
Problem Gamblers: Problem gamblers are individuals who struggle to control their gambling habits. They may gamble excessively, neglecting other responsibilities in their lives.

Personas

Name

Emily

Player Type

Casual

About

Age: 28
Occupation: Teacher
Location: Vietnam
Device: Smartphone (primary)

Quotes

"I just want to relax and have some fun, not spend all night figuring out how to play a game."
"Getting stuck waiting for a game to load is the worst! It ruins the whole experience."
"I shouldn't have to jump through hoops just to get my winnings. It should be easy and straightforward."

Psychographics

Motivations:
Wants to unwind after a long day with some lighthearted fun and a chance to win a bit extra. Enjoys the social aspect of online games and friendly competition
Values:
Easy to learn games, quick entertainment, secure platform, trustworthy experience
Personality:
Outgoing but time-conscious, appreciates connecting with friends online

Needs

Simple and quick gameplay:
Emily doesn't have a lot of free time and wants to jump in and out of games easily during short breaks. Complex games with long learning curves are frustrating.
Safe and secure platform:
With online transactions, Emily worries about the security of her personal information and financial details. A trustworthy platform with clear security measures is important.
Free-to-play options and bonuses:
As a casual player, Emily isn't looking to spend a lot of money. She enjoys free-to-play options and bonuses that extend her playtime.

Frustrations

Slow loading times or buffering:
Interrupt Emily's flow and make the experience less enjoyable. A smooth and responsive platform is essential.
Hidden fees or complicated bonus terms:
Confusing bonus structures or unexpected charges are a major turn-off for Emily. Transparency and clear communication are key.
Difficulty withdrawing winnings:
A lengthy or complicated withdrawal process can be frustrating. Emily wants a platform that makes it easy to access her winnings.

Name

Victor

Player Type

High Roller

About

Age: 55
Occupation: Entrepreneur (retired)
Location: Monte Carlo, Monaco
Device: Primarily uses high-end mobile devices and tablets, occasionally uses laptops for extended sessions.

Quotes

"I play to win, and I expect the platform to keep up with my ambition."
"Give me unique challenges and experiences that match my level of play."
"Technical problems are simply unacceptable. I expect a flawless gaming experience."

Psychographics

Motivations:
Driven by the thrill of the challenge and the prestige associated with high stakes gambling. Appreciates the VIP treatment and exclusivity offered by high-roller programs.
Values:
Speed, efficiency, exceptional customer service, personalized experiences, and discretion.
Personality:
Competitive, decisive, success-oriented, enjoys the finer things in life.

Needs

High betting limits:
Victor wants to wager significant sums without restrictions.
Fast and secure transactions:
Seamless deposit and withdrawal processes are crucial, especially for larger amounts.
VIP treatment:
Victor expects personalised customer service, exclusive bonuses and rewards programs, and priority access to games and events.
Account manager:
A dedicated account manager to handle transactions, address concerns, and provide personalised recommendations.
Exclusive high-roller games and tournaments:
Victor seeks unique gaming experiences not available to regular players.

Frustrations

Low betting limits:
Restrictions on wagers hinder the enjoyment and challenge Victor seeks.
Slow or complicated transactions:
Waiting for deposits or withdrawals disrupts Victor's momentum and can be frustrating.
Generic customer service:
A lack of personalized attention or slow response times don't meet Victor's VIP expectations.
Limited game selection for high rollers:
Victor wants access to a wider variety of games with high betting options.
Technical glitches:
Technical issues that interrupt gameplay or cause delays are unacceptable to Victor.

Customer Journey Map

Casual Gamers

Stage 1: Awareness
- Actions: Sees an ad, hears about the site from friends, or stumbles upon it online.
- Thoughts and feelings: Curious about the site, attracted by visuals or promotions.
- Needs: Easy-to-understand information about the site and its offerings.
Stage 2: Exploration
- Actions: Visits the website, browses games and promotions.
- Thoughts and feelings: Impressed by game variety, interested in bonuses, concerned about security.
- Needs: Clear navigation, quick loading times, and informative game descriptions.
Stage 3: Registration
- Actions: Creates an account, provides basic information.
- Thoughts and feelings: Wants a quick and easy registration process, concerned about data privacy.
- Needs: Minimal form fields, clear privacy policy.
Stage 4: First Deposit
- Actions: Chooses a deposit method, enters payment details.
- Thoughts and feelings: Wants a secure and convenient deposit process, concerned about fees.
- Needs: Multiple payment options, clear transaction fees, and fast processing times.
Stage 5: Casual Gameplay
- Actions: Plays various games, takes advantage of bonuses.
- Thoughts and feelings: Enjoys the games, appreciates the variety, frustrated by technical issues.
- Needs: Smooth gameplay, fair game outcomes, and engaging game mechanics.
Stage 6: Social Interaction
- Actions: Connects with friends, participates in chat rooms or tournaments.
- Thoughts and feelings: Enjoys socializing with other players, feels part of a community.
- Needs: Secure chat platform, fair tournament rules, and opportunities to win prizes.
Stage 7: Withdrawal
- Actions: Requests a withdrawal, chooses a withdrawal method.
- Thoughts and feelings: Wants a fast and secure withdrawal process, concerned about fees.
- Needs: Clear withdrawal terms, multiple withdrawal options, and quick processing times.
Stage 8: Continued Engagement
- Actions: Returns to play regularly, takes advantage of promotions.
- Thoughts and feelings: Enjoys the overall experience, appreciates loyalty rewards.
- Needs: Regular updates and new games, personalized offers.

Key Pain Points:

Complex registration process
Slow loading times
Technical issues during gameplay
Confusing bonus terms and conditions
Difficulty withdrawing funds

High Rollers

Stage 1: Awareness
- Actions: Typically referred by existing players or through exclusive channels.
- Thoughts and feelings: Seeks a platform that caters to high rollers.
- Needs: Information about VIP programs, high-limit games, and security measures.
Stage 2: Research
- Actions: Investigates the platform, reviews game selection and bonuses.
- Thoughts and feelings: Evaluates the platform's reputation and trustworthiness.
- Needs: Access to detailed information about game odds and payouts.
Stage 3: Registration and Verification
- Actions: Completes a rigorous verification process.
- Thoughts and feelings: Values quick and efficient verification, concerned about data privacy.
- Needs: Dedicated VIP account manager, expedited verification process.
Stage 4: Deposit
- Actions: Makes a substantial initial deposit.
- Thoughts and feelings: Expects secure and fast deposit options.
- Needs: High deposit limits, multiple payment options, and dedicated banking channels.
Stage 5: High-Limit Gaming
- Actions: Engages in high-stakes games, accesses VIP tables.
- Thoughts and feelings: Seeks exclusive gaming experiences, desires personalized attention.
- Needs: Dedicated VIP support, access to exclusive game variants, and personalized promotions.
Stage 6: Withdrawals
- Actions: Requests withdrawals, expects timely processing.
- Thoughts and feelings: Values fast and secure withdrawals, desires minimal paperwork.
- Needs: Expedited withdrawal processing, high withdrawal limits.
Stage 7: VIP Treatment
- Actions: Enjoys exclusive perks and benefits.
- Thoughts and feelings: Appreciates personalized service and recognition.
- Needs: Continued VIP status, exclusive events and invitations.
Stage 8: Loyalty and Retention
- Actions: Maintains high levels of play, participates in VIP programs.
- Thoughts and feelings: Seeks ongoing value and rewards.
- Needs: Customized loyalty programs, exclusive promotions, and personalized offers.

Key Pain Points:

Inefficient verification process
Limited high-limit game options
Lack of personalized service
Slow withdrawal processing
Inadequate VIP rewards

Branding

The logo exudes confidence, modernity, and a hint of rebellion. It should be instantly recognisable, memorable, and versatile across different applications. By combining simplicity, minimalism, and edginess, the logo will create a strong visual identity that stands out from the crowd.

Frontend

Modules I worked on:

Homepage (3 templates)
Affiliate (Apply as an Affiliate, Manage Affiliate, Affiliate Statistics, Affiliate Commission)
Wallet (Wallet Balance, Wallet History, Activity History, Deposit Method - Online & Offline, Withdrawal Method, Payment Method, Claim)
Profile (Personal Info, Contact Info, Promo History, Statistics, Affiliate, Setting)
Login (Login, Register)
Games (Deposit in Games)
3 Themes with dark mode and light mode (Colour, Font, Skin - border radius)
Promo (Promo Landing Page, View Promo - Details Page, Promo Target by App, Apply promo, First Time Deposit promo, Register Promo)

Prototyping

Main Interaction Ideas

On Tap
- Single touch: A single finger tap on the screen.
- Quick action: Immediate response.
- Component: Navigation button.
- From Home page, when user taps on Wallet on the bottom navigation, they will go to Wallet page.
On Drag
- Revealing hidden content: Expanding Wallet History further, displaying additional information.
- From Wallet page, when user swipes up the Wallet History, Wallet Balance will be hidden to show information of the Wallet History.

Back Office

Modules I worked on:

Affiliate (Manage Affiliate, Create Program)
Push Notification (Manage Push Notification, Create Push Notification)
Manage Site (Integration Setting - Firebase, Site Setting, App Setting - Build App)
Channel Line (Manage Channel Line, Create Channel Line)
Deposit Method (Manage Deposit Method, Create Deposit Method)
Timezone
Login (Two Factor Authentication, Captcha)
Withdrawal (Verification, Payout)
Manage User (Two Factor Authentication, Reset Two Factor Authentication)
Captcha

Backend configuration for frontend UI. Drag, drop and publish. A robust back office empowers users to effortlessly manage and optimize their iGaming platform. With an intuitive interface and powerful tools, you'll have complete control over your assets and configuration.

Efficiency: Streamline your workflows and save time.
Control: Maintain full control over your iGaming platform.
Flexibility: Adapt to changing market conditions and player preferences.
Scalability: Grow your business without limitations.

Our back office is designed with your success in mind. Experience the power of a truly customisable and efficient iGaming platform.

Seamlessly upload and manage a vast library of images, videos, and other media assets.

Create and customise engaging content for various game types and promotions.

Easily integrate a wide range of casino games and sports betting options.

Access comprehensive data on player behavior, game performance, and financial metrics.

App & Web Integration Setting with Firebase

Testing

I've completed a UI review sheet based on the developed app, but there are inconsistencies between the design specifications (including rules, components, and micro-interactions) and the actual implementation. This UI Review sheet will help developers identify the issues in the implementation based on the screenshot provided, the token name (if applicable) and the actual design. After this, developers will take on the tasks and refine them.

Collaboration

As a UI/UX designer, I thrive in collaborative environments.

My process often involves close interaction with both developers and product managers.

Understanding the Business Need:
- Product Managers: Product managers are my partners in translating business goals into actionable design solutions. They provide valuable insights into market trends, user needs, and business objectives. Through discussions with them, I gain a clear understanding of the product's purpose and target audience.
Turning Requirements into User-Centered Designs:
- Transforming Requirements: The requirements I receive from product managers are the foundation for my design process. However, I don't simply translate them into visuals. I carefully analyse these requirements, considering user needs, usability best practices, and technical feasibility. This ensures my designs are not only visually appealing but also functional and meet user expectations.
Collaboration is Key:
- Working with Developers: Effective communication with developers is crucial. I present my designs, explain the rationale behind them, and discuss technical limitations or potential challenges. This collaborative approach ensures the product is both user-friendly and technically sound, while meeting the deadline for early adopters.
This collaborative approach allows me to:
- Deliver high-quality UI/UX experiences that meet both user needs and business goals.
- Anticipate technical challenges and ensure successful implementation.
- Foster a culture of communication and teamwork within the product development team.

Summary

I am thrilled to announce the successful completion of our iGaming site builder project for early adopters. This cutting-edge platform features a user-friendly drag-and-drop interface, enabling businesses to rapidly create and launch fully-functional online casinos. Our platform boasts a comprehensive suite of pre-built, yet customizable templates, skins, and themes, allowing for unparalleled flexibility and branding opportunities.

A key differentiator is our integration of multi-currency support, ensuring seamless operations in diverse markets. Additionally, the integration of Firebase app development capabilities provides a robust foundation for building engaging mobile experiences. This powerful combination empowers iGaming operators to deliver exceptional player experiences while optimizing operational efficiency.

We are confident that this innovative solution will redefine the iGaming industry by providing a comprehensive, flexible, and scalable platform for businesses of all sizes.