YEARLY ROUND UP

An in-industry campaign created for 8 casino brands, each uniquely branded. The goal? Deliver a dynamic year-in-review experience through an interactive landing page.

Overview

This campaign was created to deliver a yearly round-up of casino activity to players similar in spirit to Spotify Wrapped, but focused on the casino's overall performance rather than individual usage. Players received an email linking to an interactive landing page, where they could explore highlights, stats, and potentially unlock a bonus reward.

My Role

As the UX/UI designer on this project, I was responsible for:

  • Creating personas to represent key player segments

  • Designing wireframes for the user flow

  • Delivering the final UI design for both desktop and mobile

Collaboration

The project began with a kickoff workshop alongside the Marketing team, where we aligned on goals, user engagement strategies, and defined success metrics for the campaign.

Understanding Players

To design with players in mind, we focused on what they value most:

  • Simplicity – the experience needed to be easy to navigate.

  • Interactivity – players are used to engaging, game-like experiences.

  • Reward – including a bonus provided a clear incentive to explore.

  • Discretion – we avoided personal stats, focusing on overall casino highlights to respect privacy.

Wireframes

After receiving copy from our content team, I created initial wireframes for the landing page. My concept featured an interactive rotating wheel, allowing users to explore different casino stats by clicking on each segment.

Challenges

A few issues came up during testing and review:

  • Mobile navigation was too tight — arrows were small and difficult to use, especially for users like “Thomas” from our personas, who uses a large device.

  • Wheel size was overpowering — it distracted from the key stats and took up too much space.

  • Content felt cramped — especially on smaller screens, leaving little room for text and awkward placement of the bonus CTA.

I revised the layout by scaling down the wheel, giving more space for content and navigation. The bonus screen now flows top-to-bottom, improving readability and usability across devices.

FINAL DESIGNS