The Saskatchewan Indian Gaming Authority (SIGA) operates seven casino properties, each with a distinct identity.
SIGA needed to refresh each website, including their corporate site, to ensure brand cohesion across all of their properties.
Challenge Accepted
Our goals were to improve the overall user experience across all SIGA casino websites. We needed to ensure cohesive branding across different properties, while also allowing each brand to stand out on its own.
Our team collaborated with SIGA to create a strong design, seamless user experience, and robust content strategy, providing guidance that their team used to complete the development of the websites.
Big Goals Lead to Big Gains
The project scope included:
- Strategic organization
- Card sorting & tree testing
- Research & Wireframing
- Strategic site architecture
- Website design
- Content strategy
Getting Down to Business
Strategic Organization
We conducted card sorting and tree testing exercises to understand how users categorize and navigate information. This process informed the restructuring of site architecture to align with user expectations and behaviors.
Looking at user needs, preferences, and industry best practices we designed a site architecture that organized information logically and intuitively. We wanted to ensure easy access to key information and services, enhancing user satisfaction and engagement.
Website Design
After a thorough strategy phase, we were able to dive into website design. We created visually appealing and brand-consistent designs for all seven casino properties, as well as the corporate site.
Keeping in mind SIGA’s branding and messaging goals, we developed a robust content strategy to ensure that content was engaging, relevant, and optimized for search engines.
Website Execution
We designed the websites for SIGA’s internal team to build. In order to ensure a smooth and successful handoff, we worked closely with SIGA’s internal team to ensure our design and strategy recommendations were implemented effectively. Providing detailed guidance for development, we enabled their team to build and deploy the new websites successfully.
Celebrating The Wins
Our collaboration with the Saskatchewan Indian Gaming Authority resulted in several website refreshes that met their goals of improving user experience and ensuring cohesive branding across all casino properties, strengthening SIGA’s overall brand identity and setting them up for continued success.
Check out the Bear Claw Casino website, or any of the individual casino websites to see our work in action.