The Slotlist
The Slotlist, is a new way to bring games to PokerStars Casino players. Each month, one standout slot game takes centre stage, carefully selected and brought to life with its own story, style and sense of occasion. It’s a release players can look forward to, designed to be richer, more memorable and more exciting than a typical launch.
Role: Design Director Sector: Online Gaming Date: Launched Oct 2025
Brief
Typically when Casino game players land on a casino homepage on any gaming site they are confronted by an overwhelming selection of Casino game slots. Think of it in a similar way to other entertainment sites such as Netflix, Amazon Prime and Apple music. We wanted to offer players a selected game each month offering them a new game they may not have otherwise discovered.
Why now?
Casino doesn’t naturally have big calendar moments like Poker or the Premier League season in Sports. The Slotlist is our way of creating a monthly “event” – something special that customers can look forward to, discover and enjoy as the game of the month.
“I play slots myself and I’ve never seen this kind of focus on a single game before. It’s refreshing, and it feels like something that will really help us stand out.”
Head of Games, PokerStars - Dublin
My Role & Team
I was responsible for overseeing the design delivery throughout the project, the Casino Design Manager, managed the user research, UX and UI resource. The team consisted of a user researcher and UI designer, working closely with the Flutter Studio design and development team to create engaging visuals and animations
Research
-
Extensive competitor analysis was done across gaming competitors and other entertainment sites such as Netflix, Amazon Prime, Apple music and Spotify to see how content is presented to viewers.
-
Surveys and interviews were done with players to understand if a curated monthly game was of interest.
-
Graphics and video trailers were presented to players to see their response
Following competitor analysis and review of data on the current account area (using Adobe Analytics) we conducted a survey on Account Management with 40 Tradespeople, participants from across the UK, all had Trade credit accounts asking them what are the most important features and benefits for them.
Overall Results: Top 5 important features in an account:
1. View balance
2. Make a payment
3. Track order status
4. Review past orders
5. View credit history
User Testing
We developed desktop and mobile prototypes for user testing and ran 4 different user testing sessions over 6 months with a variety of existing and non-customers recruiting for the 4 persona groups covering Registration, Onboarding, Browse, Checkout and Account Management journeys.
New website launched
April 2020 The new Jewson.co.uk e-commerce website launched at a critical time to Jewson with the Coronavirus lockdown closing most stores, it meant ordering online for delivery or collection was vital to continuing trading and for the construction trades to continue to work. Also many people took on DIY projects at home whilst they were furloughed from work in 2020.
The new site with fully functional e-commerce and updated look
Results
29,300 customers signed up in the first week and in June 2020 the first month of full online trading took over one million in sales. The site now takes over 2 million a month in sales.
March 2023: There was a redesign of the site with a white header and sentence case categories.
In an AB test Dec 22 - Jan 23 the new header resulted in 3% more searches, 8% more product views and 21% products added to basket and 7% extra orders generated. Overall the new header has increased revenue by £13k over the test period.
The redesigned site with white header and a lighter look
