HARD ROCK HOTEL & CASINO

Case Study 04

Design System

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Web Guidelines

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Wireframes

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Asset Creation / Management

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UI/Visual Design

Design System • Web Guidelines • Wireframes • Asset Creation / Management • UI/Visual Design

OBJECTIVE

03 Design templates for the multiple casino properties and brands that were flexible enough for each property and brand’s needs, while remaining consistent enough for scalability

04 Create a content-author friendly design system for fast on-brand updating

01 Create a fun, yet edgy design that made users feel the excitement of a casino room floor

02 Increase user retention/session durations across the sites with interactive components and load animations

DESIGN CONSIDERATIONS

Design Thinking

When designing this project, I wanted to evoke a sense of excitement and thrill when users land on these sites. Inspired by the buzz on the casino room floor, the designs of each page had to transport the user to a slot machine or poker table, making them feel as though they were part of the excitement.

My approach:

  • Incorporate floating PNG CG elements that would animate on scroll

  • Design large card components that would deliver an immersive lively experience

  • Incorporate the use of bright colors and enticing imagery to create a fun and dynamic site design

Multi-site Experience

This multi-site experience needed a detailed and thorough design system which would encompass all needs and requirements for each site/brand. I ensured that the sites did not feel incongruous when navigating between each property, while assuring we met the unique needs of each property.

My approach:

  • Design a global navigation & footer that would serve all sites

  • Templatize key pages needed for both brands

  • Identify any unique components needed for each brand

Personalization

Personalization was an important aspect of the design on this project. I catered different content to different users, different property locations, and different brands; making it a unique experience for each user.


My approach:

  • Design specialized components and assets that would surface to specific types of user

  • Design specific assets for certain locations

  • Personalized promo components that drive the user to more relevant content

DELIVERABLES

KEY TAKEAWAYS

01 Communication was key in launching this multi-faceted project. Asset spread sheets, design progress spread sheets, frequent design reviews, and emails led to a successful outcome.

02 InVision prototyping and inspect mode made it easy for the client and front-end developers to see functionality.

03 It’s important to have the client’s best interest in mind and express that, even though it may not be what they want to hear. Giving some push-back on clients is sometimes a necessary evil.

Hard Rock Hotel & Casino