Designing in a vacuum, or with no constraint, no rules where the sky is the limit… is the the stuff of dreams. Commercial designer and UXers the world over must have a purpose, an end game. It has to work (well, of course) and it has to be commercially viable.

Here I was heading up a team developing the UI for an existing Poker Client, so following existing rules was important. Here is a snapshot of what was involved;

Buy in Pop-Up


 1. Platform specific

There is nothing worse than achieving a best-in-class mobile offer on one platform and then some bean-counter decides to port it to other platforms as is. These other platforms have their tailored UX. They have their tailored user-flows. And, above all, their users know this and will reject non-platform specific UX.

Plus it’s just the wrong thing to do.


iOS has it’s user-flows. So tailor your product to iOS functionality

2. Break the mould – Improve  on the experience

Just because it a gaming site, this doesn’t mean you have to include all the bells and whistles (see Misconception # 2 – Fancy Elements Compliment UX ) your competitors have. Why not simplify the process and make this, like shopping you phone has become, are more pleasurable experience.


3. Plagiarism is flattering but… innovation is key

As an example, a stakeholder has just downloaded an app from a start-up around the corner that specialises in… I don’t know… Coloured socks. They use a pop-up rotation wheel to select their eight different coloured stock versions. Fine.

But it just looks funny as it pops-up on the latest iPhone that doesn’t use that functionality.

What happens when you have 197 variety’s, in 19 languages, on a smaller and larger screens, with lower resolution and less CPU power? Suddenly, not only your device can’t cope, but the text doesn’t fit in Polish, or Bulgarian, or half the other languages that are not English.


Multiple device with multi screen sizes and resolutions is a nightmare when one experience is rolled-out across the entire mobile eco-system

Then your plagiarised ‘rotation wheel’ doesn’t look so funky eh?

4. Scalability

The front-end app functionality must be easily adaptable to include new features because of user demand. Mobile users seem to be more demanding than wired users anecdotal reports have suggested.


iOS Tablet Gaming App – Use the screen size you have, think about the orientation and above all don’t port it as is to other platforms.


5. Iterative – The Agile way

The concept behind gradual improvement, or ‘Iteration’ is nothing new. But teaching old dogs new tricks, especially battle-hardened gamblers that their ‘nice-to-haves’ will come … just not just yet, is always going to be a challenge.


Iteration is the act of repeating a process with the aim of approaching a desired goal, target or result. So eventually your stakeholder will get what they want

6. Document it (a little bit!)

Agile perpetuates that it isn’t about documentation. That it isn’t like our old friend, the Waterfall model, and pages and pages of un-read documentation isn’t needed. But, there is a half-way house. Mobile Guidelines, that act as a blueprint, do offer some value.


Offer a downloadable guideline doc that regularly reviewed and updated via an online version. Ideally include search and sectioned examples.


Translating the casino floor experience onto mobile devices is rapidly becoming the holy grail in the gambling world. The same for the sports gambling.  

  • I repeat, make it exciting
  • Increased your acquisition (and retention) through a high quality mobile offering that is platform specific
  • Improve your offer gradually, the Agile way
  • Offer guidelines and direction via an online and offline portal

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This is but part of a selec­tion of design articles spindlelegs gen­er­ated for the creative community out there. Please con­tact us fur­ther to dis­cuss if your brand really wants to ben­e­fit from this new immer­sive expe­ri­ence

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We’ve all played games on our phones. Casino games are a little different, they have stepped up a level.

Your mobile casino needs to have;

  • Games are of the highest quality
  • Continually updated so the content is fresh and new
  • Offer a smooth gaming experience on iOS and Android smartphones and tablet devices
  • Classic casino games such as Blackjack and Roulette are fused with new slots and what everyones talking about – Live Casino

Mobile touch devices have definitely became mainstream and immensely popular worldwide, the demand for good video slots and ‘real money’ casino games has grown massively too. There a clear benefit as this range of games that can be played anytime, anywhere, anyplace 

By far the king of the hill, the peacock of the gambling world is football, and especially football inplay. But, other sports exist too. When the Seven Nations dominate our weekend TV, or it’s the summer and Wimbledon is trending on Twitter, then rugby or tennis might be worth betting on.

Therefore having these sports gateway options is the most plausible choice for the first tier navigational; Sport, inplay and Casino

And keep them as only three, that’s all they need. Players (as our users will be referred to in this case study) assess their options, and if there are too many, they become overwhelmed and abandon the process completely.


Simply tap from Sports to inplay to Casino using the first tier navigation


Variety is the spice of life someone famous once said. So, taken that football is the big kahuner, you wouldn’t be doing your 2nd job (the first being a UXer, of course) as a marketeer if you didn’t provide some level of discoverability to other top sports at this navigational level. So filter events by popularity, then chronologically so your players can find both;

  • Tonights top matches
  • The 19:45 league two match

As this is a truly a global product, local bookmaker knowledge, driven by territory managers should dictate what other listed sports these should be.


Segmented by now and coming up, inplay again should be ordered by popularity then KO time (which can be tricky with sports like Tennis and Golf). It’s a good idea to include country and / or league, as well as tournament or competition filters.

The key difference from a UX perspective here is the player can jump immediately to a complete range of what would be other inplay sports.


This industry is driven by the game providers so your job is to serve out these games in the most compelling manner. Swipes, pop-ups and carousels have their place, but be careful these fads aren’t barriers and used for the wrong reasons.

Casinos margins are huge, sports gambling may have higher profits but turnover for this massive industry make it a natural choice for first tier navigation.

This is but a another contribution to the design community by spindlelegs. Please leave a content or message direct at

©spindlelegs 2016

Universal, scalable and mobile friendly- what more could you ask for? The sidebar 3-bar icon, or ‘hamburger’ icon is also perfect for a multitude of languages, can support a growing road map of products and is global recognised. But they can also be tricky to implement, see why;

Slide-out menus

Device-agnostic, they allow players, as users are defined in this case study, to access the menu without losing their place on the screen in a manner that feels very natural to players because it is like holding onto a physical item to save your place while looking for something else. They are extremely space efficient and provide a clean layout with access to lots of content

It has been argued that they are bad for engagement, but I’ll come to that later. And as for hindering discoverability, as I also mentioned later, as long as you provide recognisable sign-posts away from the sidebar then as a UXer, you’re doing your job.

Use a recognisable icon

The traditional 3-bar icon, or ‘hamburger’ icon is used by most websites with the sliding drawer menu.

Early sidebar concepts for Sportsbook

Early sidebar concepts for Sportsbook

Global Healthcare Mobile Site

“The ultimate objective of a mobile users is to complete their task (where ever they are) efficiently and effortlessly”

It important to think of new users like them could be going on a date with your site. Guide them through a graceful, intuitive, and delightful get-to-know-you process by providing simple sign posts, ‘next step’ instructions to where they want to go.


Following a thorough and well-documented Discovery phase involving in-depth web site analytics, key milestones were set in place by several stakeholders. This involved the direction for both Personal and Business private medial insurance (PMI) customer journeys and a focus on the companies USP, it’s case studies.


Personal / Health Insurance

Valuable and engaging

Simple navigation is already at work here, making your user fall in love with your design first, and then asking for more information is an important lesson. Sites should be  valuable and engaging to new users before they are committed to sign up or impart with any personal information.