Svenska Spel

Web design

Everyone gets to have fun

As Art Director of Svenska Spel Sport & Casino i got to be a part of a lot of the things we present to our customers. We mostly develop our games to be more easy to use, safe and entertaining. Due to the amount of games and content we are focusing a lot to keep our experiences together. Here are some of the many projects I've worked with.

Redesign of all the Tips-games

Our Tips games (Stryktipset, Europatipset, Topptipset & Måltipset) had looked similar for many years. And we didn't really have a incentive to change the design because people had learned to play the games. But a game isn't just supposed to be used. It's supposed to be as fun as possible. Could we enhance the experience by modernizing certaing things and challenge our conventions?

We started sketching and did a lot of user testing and interviews as well as BETA-releases to check the interest for the design changes.

+ spela.svenskaspel.se/topptipset

Keep the old users happy + attract new ones

Especially Stryktipset is a brand that has extremely high recognition in Sweden. It makes many people look forward to saturday – the whole week. We could loose the current customers. But the game was hard to learn and not very explaining and intuitive to new players.

Therefore we kept the core experience but split up the game moments into parts. We explained every step and used more vertical space instead of having to fill the screen from left to right. This was something that we've already done on the mobile version. Since 70% of our players used their phone; it was surely worth trying.

Redesign dialog messages

Design Lead

Ludde Lorentz

Project

Inhouse at Svenska Spel

Svenska Spel has a big web. Big web most often means many different dialog messages. For many years, dialogs were built isolated from each other which lead to design deviation and a bad overview. I scouted all the dialog types and looked deeply into our needs for dialog messages. Could some messages be on a page instead? Could we write less, differently, use visual elements to enhance quick understanding?

Said and done. Based on my design we implemented guidelines for information structure, language, icons and button behaviours for a total of 300+ different dialog messages. We were strongly influenced by material design and the really consistent usability framework they've established.