Case Study, Veikkaus
Product Page Renewal
2018
Game landing page renewal
THE CLIENT
Veikkaus is a state-owned Finnish gambling company, offering a diverse range of gaming experiences, from lotteries and sports betting to slot machines. Committed to responsible gaming, Veikkaus ensures a safe and entertaining environment across all touchpoints. As a major benefactor, the company generates over one billion euros annually for the public good.
MY ROLE
Lead UX/UI Designer – Responsible for improving the usability, engagement, and visual appeal of Veikkaus’ online casino game product pages while ensuring a seamless user experience.
Starting point
Each slot game on Veikkaus' platform had a dedicated product page, but these pages were incomplete, difficult to navigate, and lacked clarity. Users struggled to differentiate games and find the essential details needed to evaluate whether a game was worth playing.
Additional challenges included:
Overly formal tone – Game descriptions read like legal documents due to regulatory constraints, failing to convey excitement or fun.
Fragmented user journey – The path from the game lobby to gameplay had unnecessary steps, adding friction.
Limited discoverability – Players had no easy way to find similar games based on their preferences.
SEO & marketing impact – Product pages were a key entry point for new players via Google search, but poor content structure weakened search visibility.
With Veikkaus rapidly expanding its game portfolio in 2019, the company needed a more engaging, user-friendly, and conversion-optimized solution.
Objective
Understand user behaviour – Identity what information users need to determine if a game is worth their time and money.
Streamline the experience – Reduce unnecessary clicks and ensure a seamless path from discovery to gameplay.
Improve discoverability – Provide recommendations for similar games based on features and player preferences.
Refine tone & visuals – Make the content more engaging and entertaining, while aligning with Veikkaus' brand.
Optimize for conversion – Reduce bounce rates, improve SEO rankings, and increase engagement.
Speedy start with a design sprint
To kick off the project, we ran a Google-inspired Design Sprint, assembling a cross-functional team of:
Designer (me)
Two developers
A content creator
A product owner
A data scientist
A facilitator
The team worked intensively for one week, incorporating expert insights from product management, game producers, and customer support. By the end of the sprint, we had:
A user-tested mobile prototype validating key design decisions
Actionable insights for refining content and structure
Our sprint in a nutshell
1. Understand
2. Ideate & diverge
3. Decide
4. Prototype
5. Validate
Notes from our Lighning demos (Pic Juha Franssila)
Selecting the winning sketches (Pic Juha Franssila)
Storyboard for our upcoming prototype (Pic Juha Franssila)
Notes from the observation room (Pic Juha Franssila)
The team gathered in the sprint room, closely following live usability testing sessions. Hearing unfiltered feedback directly from participants provided invaluable insights, helping us refine the design and shape the next steps of the project with a user-centered approach.
We featured "Professori Pottinen" on our product page prototype, since it was a new product so no users had had the change to get to know it beforehand. (Professor character © Veikkaus Oy)
Life after the sprint
While the Sprint prototype provided a strong foundation, further research revealed areas that needed adjustment and validation:
Some features were overvalued internally and required A/B testing before final implementation.
Other key elements were missing entirely, requiring deeper exploration.
To address this, we:
Conducted a competitor analysis of nearly 100 online casinos, identifying best practices.
Analyzed customer feedback from previous months to uncover pain points and expectations.
Beyond these key highlights, the page also included:
Jackpot Tracker – Displaying potential winnings in real-time.
Immersive Game Description – Engaging users with rich storytelling.
Game Trailer – Providing a quick visual preview.
Key Game Info – Details like RTP, volatility, and bet limits.
Category Tags – Helping users discover similar games.
By structuring the page strategically, we ensured a balance between functionality and engagement, guiding users effortlessly from discovery to gameplay.
Optimized user flow
One of the most significant improvements was removing unnecessary steps in the journey from game selection to play:
Before: Users had to go through a modal window and a separate product page before launching a game.
After: The product page was integrated as an overlay, reducing friction while keeping users oriented within the site.
This streamlined experience enhanced usability and decreased drop-off rates between game selection and play.
Iteration and A/B testing
Mapped out a blueprint of the product page, breaking it into modular elements.
Developed an A/B testing plan to compare new and existing designs.
Refined the layouts, balancing clarity, engagement, and scalability.
Simultaneously, our Data Science team developed a recommendation algorithm, allowing users to discover related games based on preferences—a feature that would significantly improve retention and engagement. (See more in Case: Personalization on Veikkaus Online Casino.)
During the wireframing phase, we focused on ensuring that the most essential game details were visible before the fold, allowing users to quickly understand and engage with the content. The top-priority elements included:
Game Name – Clear and prominent for instant recognition.
Simple Description – A concise summary of the game.
Launch Options – Play for real money or try free play.
Game Features – Displayed as simple, intuitive symbols.
Block Feature – Allowing users to block games if needed.
Before
After
UI & Visual design
Veikkaus has a large and diverse game portfolio, with each title featuring distinctive, often vibrant visuals. The product page UI needed to:
Accommodate all game designs without clashing with individual branding
Keep the experience visually rich, as graphics were a top-3 factor in player decisions.
Be efficiently built for the content team, ensuring fast updates.
Prioritize fast loading times, minimizing friction.
The final design struck a balance between flexibility, aesthetics, and performance, ensuring that the product page could support an expanding game portfolio while maintaining a polished, high-quality feel.
Results & impact
While the full rollout of the redesigned product pages was scheduled for Spring 2019, early improvements showed significant progress:
Enhanced user experience – More engaging and informative game pages.
Clear, digestible game info – Rules and features presented in a player-friendly format.
More engaging tone of voice – Moving away from legalese to a more entertaining, welcoming style.
Better discoverability – Users could now find related games more easily.
Faster load times – Optimized assets improved performance.
Streamlined content management – The content team now had clear templates for updating game pages efficiently.
By combining usability improvements, strategic branding, and a data-driven approach, we successfully transformed the product page experience, making it a key touchpoint for both player engagement and business growth.