Introduction
In October 2023, Betclic initiated an ambitious project: the complete redesign of their Poker application. The project aimed to modernize the app's user interface, enhance the overall user experience, and seamlessly integrate Poker into the main Betclic app, accessible to over 20 million players. This initiative included the development of proprietary software to replace Playtech’s iPoker solution, as well as the addition of engaging gamification elements.
Problem
The existing Poker app faced significant user experience and interface issues:
Outdated UI that lacked modern appeal.
Confusing navigation, leading to user frustration.
Inconsistent visuals across different apps.
Limited innovation and flexibility due to dependence on third-party software.
Old Poker app
Objective
As a Senior Product Designer specialized in gamification and design systems, my main objective, working closely with another Product Designer was to:
Design a visually attractive, intuitive, and user-centered Poker experience.
Implement two coherent and scalable design systems (one for table selection views, another for in-game interactions).
Integrate engaging gamification features to boost user retention and engagement.
Optimize the app across desktop, tablet, and mobile platforms.
Process
1. User Research
Analyzed Betclic’s extensive user data to clearly identify user behaviors, pain points, and design opportunities.
2. Design Phase
We started with design research, exploring multiple directions, running visual experiments, and testing early ideas to define a solid foundation for the new experience.
Once the direction was validated, we designed key views across desktop, tablet, and mobile, while simultaneously building two scalable design systems, one for the lobby, where users select their game mode, table, and settings, and another for the in-game experience, focused on gameplay and immersive interactions. Throughout the process, we continuously iterated and refined the experience based on testing and feedback.
3. Coordination & Handoff
Collaborated closely with the Product Designer, Art Director, and Product Manager to ensure alignment on creative direction, validate design decisions, and confirm technical feasibility, facilitating a seamless handoff to the development team.
New Poker app
Challenges & Learnings
Challenges:
Balancing stakeholder expectations against technical constraints.
Managing the complexity of integrating two separate design systems.
Meeting tight deadlines while maintaining design quality.
Learnings:
Strong, ongoing collaboration across design, product, and development teams was essential for the project’s success.
Clear and consistent communication was critical to maintaining alignment and achieving project goals effectively.
Results
After an extensive design phase from October 2023 to June 2024, which included design research, designing dedicated views for desktop, tablet, and mobile, and implementing two distinct design systems, the development team simultaneously began building the app, with development continuing through December 2024.
The redesigned Poker app was successfully released in December 2024, achieving key milestones:
Significantly improved user experience, confirmed by positive user feedback.
Seamless integration of Poker into the main Betclic app, creating a unified and intuitive user journey.
Successful delivery of proprietary software, providing Betclic with greater flexibility and future scalability.
Thank You
I’m truly grateful to Cyril, Pierre, Julien, and the entire Betclic team for the trust, support, and collaborative spirit throughout this journey. Working alongside such talented and passionate people made this project not only exciting but also deeply rewarding. Contributing to the evolution of Betclic Poker was a meaningful experience that allowed me to grow, learn, and sharpen my skills as a designer.
New Poker app across platforms
Victory splash screen
Gamified rank system
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