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 info@spindlelegs.co.uk

©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.


Premier League Companion App

Create and design the official football app for iOS and Android

Create a brand engagement App by “getting customers closer to the Premier League”. Also, globally raise brand awareness in new markets and create synergies between current digital channel offerings:  Ticket Office and Facebook.


Boris Bikes Premier League Mobile App

Boris Bikes Premier League Mobile App

Business objectives

  • Create brand engagement in the UK via positive brand association and “getting customers closer to the BPL”.
  • Globally raise brand awareness in new markets.
  • Create synergies between current digital channel offerings: Ticket Office and Facebook.
Boris Bikes Premier League Mobile App

Boris Bikes Premier League Mobile App

Start the journey

On first time use, a branded signup process will be displayed encouraging the user to activate their phone.


Account Servicing


This is part of my on-going ‘UX thought stream’ where, I hope, to connect with other UX designers on subjects happening to them day-on-day. Today ‘insight’ is how to be an more effective UXer within an Agile team.


Having worked in several agile teams I think after a few years it’s time to write down a few simple bullet points for effectively making the right difference inside the right mobile team

  • The key initiatives I felt was important from day one was to set up a working timeline structure where you, the UX designer and the stakeholders were at least 2 to 4 weeks (1-2 sprints) ahead of development. This is important when you are working on version heavy user flows and UI designs.