Trav & Galopp

UX & Art Direction

As the finish line approaches

Svenska Spel decided to compete in the horse racing market. We designed the service from the ground up and launched it 2021. The biggest challenge was to package a very advanced game into something that could be understood by a beginner and appeal the most experienced players – all in one package!

+ spela.svenskaspel.se/travgalopp

Service design team

Art Director

Ludde Lorentz

UX Lead

David T.

Service Design Lead

Per E.

Project

Inhouse at Svenska Spel

We wanted to guide the user, like a friend.

We wanted the players to feel that they've got a grip of the game from the first time they play. At the same time, the game must include features that appeal players who have played for decades. Therefore there is always different ways to take yourself through parts of the game.

Our solution was to be human-like in interaction and be there for the user when they place their game. Give hints, divide complex task into smaller parts and offer help when needed. Offer smart tools to do the selections for beginners. Lastly a lot of user insights and iterations.

The Trav & Galopp identity

I assisted team Marketing in finalizing both the still and the motion variant of the logotype. The moving one is inspired by the waving flags at the race stadiums to visualize the energy and the feeling just before a race starts.

I also put together the Identity Manual for Trav & Galopp. I chose the colours, drew the UX-friendly pictograms used in the service along with putting together guidelines to keep the brand consistent in its look, over all platforms.

Happy F&B developed the base concept, logotype and the main colour from which I picked accent colours. We produced the moving logotype together with Perfect Fools.