Four years of UX Engineering
Introducing and executing new ways of working for Veikkaus.fi online gambling site.
Project overview
During almost 4 years assignment of working with Veikkaus, both organisation and working methods changed dramatically as volume of online sales gradually exceeded the traditional coupon-based gambling.
About client
Veikkaus is a Finnish national betting agency. It was formed in 2017 as a merger of three previously existing betting and gambling agencies of Veikkaus, Fintoto and Finland's Slot Machine Association.
Veikkaus.fi is the platform for online games of diffrent categories, being the biggest web store in Finland.
Project timeline
2013-2017 4 years
Roles & tasks
Concept Design, UX & UI Design, UX Engineering, Design System Development, Prototyping, Workshopping, User Testing
Major milestones
Between 2013 and 2017, Veikkaus and their online gambling site went through few bigger changes that could be described as milestones for the team of designers, developers and data-anylysts.
Responsive veikkaus.fi
In 2014 Veikkaus gaming site was made entirely responsive and previously used mobile site ceased to exist. Based on analytics, game sites were made faster, easier to use and personified. Extra care was taken in accessibility of the entire site.
As a part of the structural change, components were streamlined and first version of component library was introduced to developers and designers. This was the first step of moving from layout-based design towards something that would later be called Design System.
Lean UX methods
As the component library driven development started to take over daily process, design methods changed as well. After facilitating a Lean UX workshop (hosted by Jeff Gothelf), Veikkaus UX team started leaning more into ways of working which allowed faster and more failure-safe outcome:
Prototyping & user testing
Before actually building anything, ideas and new features were tested with actual Veikkaus customers. UX team facilitated user testing sessions and invited people to try out paper-protypes and wireframes to ensure that the designs were usable and intuitive.
Build fast, fail fast
Existing component library and design patterns allowed designers to start developing new features and layout changes directly with developers, without creating detailed layouts beforehand. As proved by time tracking, projects within veikkaus.fi gambling site were build fasted, requiring less testing and visual bug fixing. Analysts were involved during the whole process and different ideas were A/B tested continuously to ensure best possible user experience.
Merging & brand renewal
In 2017 Veikkaus merged with Fintoto and Finnish Slot Machine Association (RAY). New games and features were added to existing veikkaus.fi structure and the new visual identity required a component redesign.
Team of developers, designers and service designers worked together with new veikkaus.fi for several months. Tandem, the Veikkaus Design System was kicked off during this time and was being developed further after launch.
People involved
Design
Multiple designers from Veikkaus, Nordkapp, Siili and SC5/Nordcloud
Development
Multi-vendor development team from Veikkaus, Reaktor, SC5/Nordcloud, Siili, Houston Inc.