Start with understanding, not a redesign
Alphawin and LogicPlay began with research into how players use the platform. Before proposing changes, we wanted to understand the journeys people take after signing in and how they discover casino content.
The starting point was not a predetermined navigation redesign. It was an opportunity to learn from real behaviour and use that understanding to guide the product’s next evolution.
Following real player journeys
Our research examined the most frequently used flows after login, alongside the ways players choose what to play. Heatmaps, session recordings and drop-off funnels helped us explore those journeys in context.
- Where do players go after signing in?
- Which paths do they use most often?
- How do they find casino content—through search, providers or recently played games?
- Where could the structure offer a more direct route to their goal?
Letting the findings shape the direction
The analysis highlighted opportunities to bring navigation closer to the paths players already use. It also showed why understanding casino discovery mattered: choosing a game is not one single journey, and different ways of finding content need to work together.
These findings informed the recommendations. Rather than reorganising the experience on assumptions alone, we used the observed flows to guide priorities, with particular attention to mobile navigation.
From evidence to a new structure
- ResearchReview heatmaps, session recordings and funnels to understand player behaviour.
- RecommendationsDocument findings and connect opportunities with player needs and business priorities.
- Structure & wireframesDevelop the navigation structure and low-fidelity flows around the research findings.
The work translated the analysis into practical recommendations and low-fidelity wireframes. The resulting navigation brought frequently used journeys and content-discovery paths into a more direct structure.
A more direct path to content
The outcome was a reworked navigation experience, particularly on mobile, with fewer clicks needed to reach the intended destination and easier access to casino content.
Research put into practice
Three connected improvements.
Navigation structure
A reworked structure, with particular attention to mobile.
Shorter journeys
Fewer steps between a player’s intention and their destination.
Content discovery
Easier access to the casino content players want to find.
The central lesson is the value of beginning with research: understanding how people already use a product creates a stronger foundation for deciding what to evolve next.
