Brand Idendity
Evolving a legacy.
UX/UI Design
Evolving the Legacy of an Italian cultural Icon: Gratta e Vinci
The Gratta e Vinci brand, established in 1994, has become a cornerstone of the lottery and instant-win games market in Italy. With its move to digital, it was crucial to reimagine the online experience to not only retain its vast user base but also provide an intuitive and engaging platform for new players. Tasked with redesigning the Gratta e Vinci digital storefront, I took on the challenge of creating a user-friendly and accessible space that would serve as an engaging and dynamic interface for millions of users, primarily on mobile devices. This project required deep user research, a focus on accessibility, and a scalable framework capable of supporting future growth and game releases.
UX Design
UI Design
Usability issues
Following user research, we restructured the information architecture to reduce friction and center the experience around key actions: discovering new games, resuming recent ones, and accessing favorites.
We introduced a new landing page—the Showcase—highlighting new releases, recent activity, and weekly themes. A rail-based layout ensured content remained clear and scannable.
Core navigation was completed with:
All Games: a searchable, filterable catalog of the full Gratta e Vinci lineup.
Favorites: a personal space to save and revisit preferred games.
This new structure simplified navigation and boosted engagement by aligning with real user behaviors.
A deep analysis was conducted to restructure the game card - main access for our games.
UX/UI
Card redesign
The game card redesign was a crucial part of improving user access. As the primary touchpoint for entering a game, each card needed to be both clear and functional, allowing users to quickly understand the game's features.
We analyzed various interaction models to refine the experience, ensuring that players can easily access key information and start playing with minimal effort.
The result is a sleek, intuitive card design that enhances usability and streamlines the path to gameplay.
