Evolving the Legacy of a Cultural Icon into the Digital Age: Gratta e vinci online
digital storefront
The Gratta e Vinci brand, established in 1994, has become a cornerstone of the lottery and instant-win games market in Italy. With its move to digital, it was crucial to reimagine the online experience to not only retain its vast user base but also provide an intuitive and engaging platform for new players. Tasked with redesigning the Gratta e Vinci digital storefront, I took on the challenge of creating a user-friendly and accessible space that would serve as an engaging and dynamic interface for millions of users, primarily on mobile devices. This project required deep user research, a focus on accessibility, and a scalable framework capable of supporting future growth and game releases.
starting from here
Information architecture
Where to start?
The first step after the user research, was to restructure the storefront's information architecture to ensure a smooth and intuitive navigation.
We began by mapping out the existing architecture to identify pain points in user flow. This allowed us to streamline the structure and prioritize key user tasks, such as discovering new games or accessing favorites.
Using card sorting and user journey mapping, we defined a hierarchy that aligned with user needs, dividing the storefront into distinct sections: Vetrina, Tutti i Giochi, and Preferiti.
By organizing content logically and reducing unnecessary complexity, we ensured that users could easily navigate between sections, improving overall engagement and satisfaction.
wireframe
user testing
We conducted multiple user testing sessions at key stages to ensure that the redesign was aligned with user needs and behaviors. Wireframes and mock-up were testing to ensure to meet the expected usability levels.
These iterative sessions helped us identify pain points and fine-tune details, ensuring that the final product not only looked great but also provided an intuitive, enjoyable user experience.
Instant Access: Redesigning the Game Card
The game card redesign was a crucial part of improving user access. As the primary touchpoint for entering a game, each card needed to be both clear and functional, allowing users to quickly understand the game's features.
We analyzed various interaction models to refine the experience, ensuring that players can easily access key information and start playing with minimal effort.
The result is a sleek, intuitive card design that enhances usability and streamlines the path to gameplay.
result
game detail page
A redesign process
then what?
A cutting-edge game showcase that transforms the wager experience.
We've crafted a vibrant, dynamic environment that adapts to each player's preferences, offering a seamless way to discover favorite games and unlock new realms of entertainment. It's a space where innovation meets ease, guiding users through a personalized journey of fun—all with the confidence of total security.
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Card-Based Layout for Easy Browsing
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Customized suggestions
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Categorization for Better Discoverability
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Visual Hierarchy for Engagement
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Filter and Sort Options
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Minimalistic design
Want to try it out?
The Gratta e Vinci storefront is now live on the Gratta e Vinci Online website and available through major reseller platforms.