Website Design
This project focused on designing a responsive, high-impact landing page for Jackpot City Casino to promote the launch of the online slot game Ancient Fortunes Zeus. The goal was to create an immersive, premium experience that reflects the prestige of the Jackpot City brand while driving user engagement and conversions.
Problem Statement
The existing Jackpot City homepage serves a wide range of content and user types but presents several UX challenges when used as a launch surface for a new, high-value game release:
-
Content Density: The homepage contains multiple game categories, promotions, and banners competing for attention, making it difficult for a single new title to stand out.
-
Diffuse User Focus: Primary conversion actions (sign-up, deposit, play) are distributed across the page, reducing clarity around the intended user journey.
-
Limited Storytelling: Game launches lack a dedicated narrative space to communicate theme, value, and excitement.
-
Promotional Overload: Bonuses and jackpots are visible but not always contextualised, increasing cognitive load for new users.
-
Generic Entry Point: The homepage must serve both returning and new users, limiting its ability to deeply tailor the experience to a specific campaign or game.
These constraints make the homepage effective for discovery, but less effective for focused campaign-driven engagement.
Design Solution
To address these challenges, I designed a dedicated, conversion-focused landing page for Ancient Fortunes Zeus that isolates the campaign experience while remaining visually aligned with the Jackpot City brand.
-
Focused Entry Point: A single-purpose landing page removes competing content and guides users toward one clear action.
-
Hero-First Storytelling: The hero section establishes theme, value, and excitement immediately through bold visuals, animation concepts, and a prominent CTA.
-
Clear Promotional Hierarchy: Bonus offers and terms are structured and scannable, reducing friction and improving comprehension.
-
Guided User Flow: Content is arranged in a deliberate vertical sequence—awareness → value → understanding → trust → action.
-
Immersive Visual Identity: Greek mythology-inspired visuals and premium colour treatment align the landing page with the game’s environment.
-
Micro-Interactions: Subtle hover states and motion cues reinforce interactivity without distracting from conversion goals.
Design Goals
– Produce a responsive, high-impact landing page for both desktop and mobile
– Create a strong visual identity aligned with the game theme and brand style
– Design intuitive user flows that support engagement and conversion
– Incorporate micro-interactions and UI feedback to enhance experience
– Clearly present promotional offers and terms without clutter
Approach
I adopted a mythology-inspired visual style rooted in the power and grandeur of the Zeus character, using a dark, premium palette contrasted with gold highlights to elevate visual interest. Layout structure was driven by information clarity and scannability, with components and auto layout ensuring consistency and responsiveness across breakpoints.
The design introduces hero-first storytelling, followed by key promotional messaging, visual game previews, and clear “how it works” explanations. Interaction design includes hover states and subtle motion cues to reinforce interactivity and maintain engagement without distraction.
Outcome
The landing page delivers a premium, immersive user experience that aligns with Jackpot City’s brand while effectively communicating value and guiding user action. The design demonstrates my ability to blend strong visual storytelling with conversion-oriented UX patterns suitable for high-engagement digital products.
CLIENT:
Jackpot City (Personal)
DATE:
January 20, 2026