Jackpot Party Online Casino

Behavioral UX Design, Creative Direction, User Research, Agency Owner

Ted Billups creative directed, UX and brand designed, behavioral designed, user researched
Ted Billups
Behavioral Design, User Research, Creative Direction, Brand Strategy and Design, Design Process
"Ted's user centered creative direction and software design for my work at United Airlines, WMS and Scientific Games was integral to our success. You set realistic expectations, met tight deadlines, delivered against our vision and business goals, and were way ahead of the software industry in so many ways."

R. Robbins
UX Director at United Airlines, WMS Gaming and Scientific Games

In a mature gaming industry, an opportunity existed to create a new online casino that is fun, safe and most importantly is taken seriously by winners. The online slots casino is based in England.


Create an online casino that leverages game design, behavioral design, sociographic and user research to create maximum user engagement and revenue. Jackpot Party is the only progressive online casino, so there is an opportunity to communicate an “opportunity to really strike it big”. The Jackpot Party membership program is sophisticated but needs a better user experience and social integration. 

Take advantage of the “Share the Win!” Strategy to create an in-game social platform. Leverage the wins to the utmost by showing wins throughout the gaming experience. Jackpot Party is the only progressive online casino, which means there is always the opportunity to really strike it big. Membership program that is sophisticated and very attractive. Embedded social chats, tweets, and in-game promotions. Big opportunity to learn human emotions to inspire play and engagement.


Ted and the Billups Design team created a new brand for Jackpot Party and architected and designed the new online casino native app and web app. The team took full advantage of the “Share the Win!” Strategy to design and create a progressive winning experience, in-game demo and promotions, an in-game social platform, and membership system.


WMS was very happy with the work that led to the most successful online casinos to-date. Jackpot Party was awarded the Online Casino of the Year (EGR Gaming Awards). WMS continued to work with Billups Design for many years on casinos, games, and online lottery.

Screens from Jackpot Party online slots casino (UK) brand design, User Research, UX Design
Many logo variants were tested with users and ultimately chose the purple and gold logo. The silver on black was one of my favorites :-)
One of the online slots screens that was tested for exploratory (on hypotheses), playability and usability.
User Research Screen Heatmap Testing revealed areas users "Especially Disliked" (left) vs "Especially Liked" (right)
One of the many wireframes tested and used for early template creation.
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