EXPERIENCE
CASINO
SEARCH
ABOUT THIS PROJECT
Search Limitations Affect finding the right game
Casino platforms have thousands of games, but finding the right one can be overwhelming
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Search is a valuable and highly used tool for users finding games.
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More New customers launch games from search than any other pill.
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On new customers Pay to play day 40% of them launch a game from search, but the functionality is fairly basic.
Homepage
Search page
Search results
Contribution
Product Designer, Research, Design conceptualization, prototyping, and testing.
Team
Product manager, Product lead, Engineers, casino operations team, Head of product, Casino Manager
Duration
5 Weeks
Target audience
Casino users
01
Context: Casino search- Existing experience
LiveScore lobby features an extensive range of games, including those from both LiveScore and other providers.
users would either use the search bar or would browse the lobby to find a game of their preferences
Homepage with game tiles
Search page
Search results
Game screen
Fig 2: Exisitng screens
02
Data
Closely worked with insights team to gather data
Fig 2: Exsitng search data
Insights
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Filters for Bonuses & Themes Matter More than providers
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Users Repeat Searches, saved searches could improve discovery.
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Fuzzy search is necessary as users make spelling mistakes
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Search Rank ≠ Game Selection, Users scroll past top results
03
Understanding users
I started the project by doing user interviews in UserTesting to understand user behaviour using search
Goals
01
Understand user search behaviour
02
Understand what would help users refine their search results
10
Interviews
10
Questions
Fig 3: User testing
Behavior's identified
SEARCHERS
These users have a game in mind. They type in the name and expect instant results.
EXPLORERS
These users search broadly, unsure what to play or forgetting the exact name. Filters help narrow their choices
10/10
Users uses the search bar when they have a specific game in mind
8/10
Users struggle to find games if they don’t know the exact name.
8/10
Users struggle to choose between overwhelming no. of results
10/10
Users has specific preferences for the games they want to play
8/10
Users want to choose games based on trends and popularity.
04
Competitor analysis
Did a study around different direct and indirect competitors to get an understanding about how they are doing it, what is working, what is not working, and what could be improved
Paddy power
Bet 365
William hill
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Sky vegas
Casumo
Netflix
Spotify
Ocado
Amazon
Fig 11: Competitor logos
05
Ideation
Slide 2/2
1
When clicked on the search bar, user land on this search page with just recent searches on it
Pro:
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Allows refinement directly within search results, useful for broad searches like “Roulette” or “Megaways.”
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Keeps users within the search flow without extra navigation.
Con:
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Users who don’t have a specific game in mind may struggle to explore options.
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Blending two behaviors (searching with intent vs. browsing for options) may create confusion in the experience
2
All games section and search input has filters
Pro:
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All games section helps users explore games beyond just search, catering to those unsure of what to play.
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Users can refine results whether they are searching or exploring, improving flexibility.
Con:
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Filters exist in both search results and the broader game section, which could be redundant in some cases
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Filters are hidden behind a button in the All Games section, adding an extra step and slowing down game discovery.
06
Defining the solution
After analyzing the pros and cons of each option, I decided to go with the current solution of separating filters and sorting from the search results for specific game names.
Simplicity and Speed: When users search for a specific game, they have a clear intent, and adding filters would create unnecessary complexity. Keeping results focused on the exact match helps users find what they need quickly.
Clarity in Experience: Having an “All Games” section separate from search allows users to explore games with the benefit of filters and sorting. This way, users can discover new options without losing the directness of a specific search.
Users can quickly find the game if they know the exact game or not
All games with filters
Search results
07
Testing early
Conducted an unmoderated usability study in UserTesting with 5 participants and recorded the observations.
5/5
Users are very satisfied with their experience and thinks that the features would be really helpful to them
Overall feeling about the experience
Fig 11: User talking how they feel about the overall search experience
08
Design Analysis
The search makes it easy to find exact games fast while also helping players discover the best options when they’re unsure
1
Users uses the search bar when they have a specific game in mind
Insights show that users frequently search for the same game names repeatedly. Introducing recent searches would help streamline this process.
Card sorting (84%) and user interviews (100%) confirmed that game type is a key factor in how users choose games. After searching, users should see game type as tabs, allowing them to easily refine their selection
Homepage Widget
Search page
Game results
2
Users struggle to find games without the exact name and have specific preferences when choosing what to play.
Insights show that users frequently search for the same game names repeatedly. Introducing recent searches would help streamline this process.
Each filter type has 45+ items which would increase in future, so introduced a search bar inside filters, users also know the filter they are looking for
Search page
Game type
Theme
Filter applied
Provider
Min bet size
Filters can be either cleared inside filters section or from the outside
Applied filters would show first, the order would change once the filter is applied,
3
Users want to choose games based on trends and popularity.
Search page
Sort
Making "Most Popular" the default ensures users see trending games at the top, both in the "All Games" section and after they search, streamlining their game discovery process.
Search result
4
Overwhelming number of results leads to decision fatigue.
Search result
Showing more details on the game tiles gives user control over which game to choose
Game name
Game image
Badge
Features
Game results
Provider name
Blackjack
Provider lobby
Popular game
Jackpot games
Games with promotion
Default
5
We couldn’t find the game user is looking for
If a game isn’t found, we suggest recommended games.
Casino homepage
Search page
Failed search
6
Feature introduction
Badge on the search bar
Rich inbox
To ensure users notice and engage with the new search improvements, introduced a badge on the search bar labeled “Enhanced Search” and communicated the update through a Rich Inbox message.
Fig 13: Desktop designs
09
Next steps
Analyze Engagement Data
Track how users interact with the improved search, including search queries, filter usage, and drop-off rates.
Gather User Feedback
Conduct follow-up user testing and surveys to refine and improve the experience.
Refine Based on Insights
Use tracking and feedback data to refine filters and implement smart filters that adapt based on the user’s search intent, improving the relevance and speed of results.
