FROM RELIABLE TO REMARKABLE
Redesigning Svenska Spels Bingo lobby
Svenska Spel
October 2023 - June 2024
UX/UI Web
Svenska Spel
Svenska Spel Sport Casino is a Swedish state owned online casino and betting company. The company is one of Sweden’s most reputable and secure platforms for casino, odds, and sports betting. Svenska Spel Sport Casino offers a complete range of games and features seamless BankID registration and a strong focus on responsible gambling.
Challenge.
Within Svenska Spel’s broader portfolio of gambling products, bingo was perceived as easy and convenient to play (79% CES), yet it lagged behind in customer satisfaction (CSAT 60%). Research showed that while players trusted both the bingo experience and Svenska Spel as a brand, there was untapped potential to strengthen the sense of community and enhance the entertainment value compared to other offerings.
Svenska Spel aimed to raise CSAT above 70 percent, offer Sweden’s coziest bingo room, and shape the bingo experience around a personality that feels warm, trustworthy, entertaining, and inviting
DISCOVERY.
To inform our design strategy, I conducted interviews with 11 online bingo players across three user segments: those outside the SVS ecosystem, multi-platform players, and SVS-exclusive users. The research focused on mapping user needs and evaluating four proposed design concepts to inform the strategic direction of the product.
key insights.
The community is appreciated when playing bingo, but there is currently no strong sense of community when playing bingo online. Playing “together/at the same time” with someone you know adds value.
