About Aspers
Aspers is a land based business operating in large retail spaces across the UK such as the Westfield shopping centre in London. Key features are sponsored poker room with excellent dining and bars to provide a well rounded social experience.
Aspers is one of the original land based ‘super casinos’ set up under the UK legislation.
Club founder Aspinall, known as “Aspers” to his friends, was a conservationist and the stepson of Sir George Osborne. He was a breeder of wild animals and funded his zoos, to a large extent, from house winnings. In its earlier days, Aspinall’s clientele consisted mostly of successful aristocrats who gambled a high part of their incomes, or in a few cases a high proportion of their wealth. His son Damian runs the John Aspinall Foundation started by his father, and his stated goal is to breed gorillas and return them to the wild. After his father’s death in 2000, Damian bought back the family casino interests.
The brief
To establish an online space for Aspers Casino and the directive was firmly based on keeping their existing recognised strong branding. Ensuring that loyal land based players could make a smooth transition to an online space, at the same time garnering new online players who relate to the well trusted brand.
In line with the history of Aspers Casino I art directed the visual design team to include casino space and also keeping the theme of wild animals by ensuring a lion is present. This was an aid for the team at presentation stage to the owners of Aspers Casino.
The image below shows the tablet version presented which was one of many slides I personally pitched to Damian Aspinall and his team.
Below are snippets of the original presentation screens that I pitched to Damian Aspinall and his team
Land based marketing
I lead the creative team by being the Art director on the project and we produced a full set of land based marketing materials to support the launch of Aspers Casino Online.
An exhibition style stands that the land based casinos would use to showcase the fact that Aspers is now available online. And I suggested the use of wild animals to be featured in most materials to tie in Damian Aspinall’s love and support of wild animals.
After launch results
The results that came back from our business intelligence team were impressive, the charts showed a huge spike in sign ups and spending for the group and it has continued to perform consistantly well.
AB testing would be the next step to continually hone the product along with user testing to gain valuable insights into both land based and online players behaviours. Below is the next generation design proposed to go up against the current home screen base on extensive user testing and research to fold in user’s feedback into the design. Feedback included the following quotes…
“I think the site design is great and would trust this brand, however all the content seems to be merged together so its confusing when scrolling down the screen.”
Based on this feedback I directed the UX & UI team to create this version with clear separation and clearly titled sections.
