Parlay develops and licenses industry leading software products which empower our clients’ ability to attract, engage, and entertain online customers and social communities. Parlay Games deliver innovative software solutions which target regulated eGaming markets, Tribal customers and social gaming verticals.
Art Direction / Digital Design / UX / UI / Prototype
One of my major responsibilities being the creative lead at Parlay was to re-design all the digital B2B touchpoints. I started the project off by getting all the stakeholders together to analyze the old website and redefine the target audience (B2B) and pinpoint all the challenges and pain points to the old design. I also researched data on where people were searching through the website to locate more information about our products and provide design solutions to improve on our CTA with new potential clients. We decided to redesign the layout as a long sales page with an extra layer of detailed modules with more refined stories about each product showcased. We applied subtle animations and used bold large sections to focus the viewer on each product Parlay provides. While the use of simple imagery and bold clean fonts communicates and highlights Parlays value proposition.
1. Updated business objectives with new product details and alliances
2. Research new B2B personas and target audience
3. Updating the content to reflect new products and business positioning
4. Updating and evangelizing strategic brand positioning
It was great to review the business sticking points of an outdated website and set new objectives with a clear collective vision. By updating the website flow and content of the site, we achieved a better user experience showcasing the all-new products Parlay provides. And decreased our bounce rate and increased our visibility by 10%.
I had to approach this redesign layout in stages since there was so much data that you could filter through and display. From affiliate tracking, game configuration, payment, and email campaign. After several designs, the team and I decided to commit to simple dropdowns, infographics, and dashboards that made possible for administrators to filter a high amount of data and analytics quickly and clearly without any clutter. Presenting the design with more breathing room and white space also help put less strain on the admin's eyes when filtering through rows and rows of data as well as sectioning and blocking content more efficiently.