Caesars Palace Online
As a Senior UX Designer for Caesars Entertainment I led the redesign efforts for the casino vertical in Caesars Sportsbook & Casino app as well as served as the lead designer for the Caesars Palace Online app.
📍 Where it Started:
Existing product with basic and unexciting UI.
Single Casino product living inside of Sportsbook App.
Business need to gain market share.
⚡ What Changed?
I pushed for and introduced animated game tiles which the game manufacturers provided to add the energy of a real casino floor to the app.
I researched and designed a library of new and different tile sizes and styles to help draw the users attention and make the UI more dynamic and engaging.
New standalone app “Caesars Palace Online” (CPO) which allowed for the UX to be entirely casino specific.
Introduced aesthetic improvements to both the Sportsbook & Casino app as well as the new CPO app.
Researched and implemented an industry first navigation to provide multiple areas for users to explore and improve navigation. (See press release here)
The existing UI in the Caesars Sportsbook & Casino App was following the typical “tile pile” UI of a near endless scrolling page of game tiles all the same size and shape. This left little room for hierarchy or marketing initiatives.
Additional examples of new tray types on the desktop and app platforms of the Caesars Sportsbook & Casino.
🏆 The Results:
Successful launch of new standalone CPO app.
Multiple marketing “levers” to allow game suppliers to pay for priority placement on the page.
Industry recognition for industry first navigation to provide multiple areas for users to explore and improve navigation. (See press release here)
100% increase in Casino revenue since introduction of CPO app.
