Summary

The number of players enjoying casino games online is continuously growing worldwide, with Korean players making up a significant portion. To meet this demand, Evolution Canada is expanding its team of Korean speaking dealers. To make it easier for prospective Korean dealers to understand the company's recruitment information, we’ve launched a Korean-language website and created additional landing pages with more detailed information.

I worked with a marketing specialist, defined the problem, proposed solutions, and created new website design.

Project Context

Team

Phoebe Ang (Marketing Specialist)
Seyoung Yun (UI/UX designer)

Timeline

05-06, 2024

My Responsibilities

Problem solving
UI design & UX strategy
Visual design

Tools

WordPress, Figma, Illustrator, Photoshop

Problem Definition

On the old website design, I identified several key issues: a lack of strong visual hierarchy, inconsistent call-to-action (CTA) buttons, and inadequate visual feedback on interactive elements. Each section was densely packed with content, which would overwhelm users and create a confusing flow that would be difficult to navigate. This made it harder for users to understand what actions they should take. Additionally, there was no centralized hub for Koreans to easily find the information needed for job applications.

Also, given the nature of the job of online casino dealer, the old website could be perceived by Korean users as an illegal site. To attract talented individuals, it was crucial to improve the company’s brand through a website redesign.

Competitive Analysis

There is a company which operates in the same online casino market in Canada as Evolution Group. Although this competitor company has far fewer global branches than Evolution Group, they have recently been aggressively recruiting for dealer positions in Canada.

To remain competitive in the Canadian market, it is essential for Evolution Group to enhance its promotional efforts.

Goals

1. Improve trust in brand.

2. Enhance content transparency.

3. Focus on targeting Koreans.

4. Strengthen brand identity.

5. Highlight security and key aspects of the company's values.

Solution

- Main Page

To build trust, employee testimonials were positioned prominently. Key information such as job descriptions, work environment, and benefits, were clearly displayed alongside call-to-action buttons. A Frequently Asked Questions (FAQ) section was added to help users find answers to their common questions. A button and form for immediate application were placed at the bottom of the page to encourage users to apply.

- Call to Action Page 1 : Job Requirements

This page provides a clear and concise explanation of job requirements and encourages users to apply. It uses bold and clear headings for each requirement category and visually highlights the most important requirements. This page is organized with bullet points for easy comprehension. At the bottom of the page, a button and form for immediate application are placed to further encourage users to apply.

- Call to Action Page 2 : Vancouver Residency Information and Additional Company Benefits

Based on the competitive analysis, I created a new page including the following information.

Content to attract Koreans to relocate to Vancouver from other parts of Canada and Korea and explaining why Vancouver is a great place to work and live for Koreans.
Content that provides information and resources to help potential recruits to relocate.
- Housing (how to find, where are good areas near the company)
- Type of Visas available and required to work at Evolution
- Korean community (popular places, events)
- Korean embassy
- Recommended online platforms
Content about why Koreans should join Evolution Canada
- Make friends with fellow Koreans and other nationalities
- Gain experience in large multinational corporation
- Earn a decent wage with unique benefits, etc.

User Research

The marketing specialist and I clarified the website's target group with the HR department. We determined that the primary target is Koreans who are planning to move to Canada or are already living in Canada on a working holiday visa. Based on this feedback, I created a primary user persona.

Primary User Persona

Wireframing

Takeaway

I was excited to explore WordPress for the first time. I quickly became familiar with managing it, and its intuitive UI design allowed me to complete the project efficiently. Although there was a specific plugin I wanted to try on the website, I was unable to use it due to restrictions from the IT department, thereby limiting my ability to use premade icon packs. This constraint led me to create my own icons using illustrator.

I feel that the clean design and consistent use of colours have greatly improved readability. The clear information structure and user-centered interface seem well-implemented, and the prominently placed CTA buttons are likely to effectively guide user actions.

If I have another opportunity to develop the website further, I will pursue the following additional strategies.

Incorporate photos of actual work environments and team activities to add vibrancy to the website:
Members working together or enjoying activities.
Diversify beyond text. Using different formats can make the content more engaging:
For example, incorporating employee interviews or testimonial videos can make the content more interesting.

Evolution Canada Website