Way of thinking
Design principles
We create greater experiences with less by ensuring every detail has a purpose and we opt out of things that do not add any value.
We make it simple
We create greater experiences with less by ensuring every detail has a purpose and removing things that do not add value. By offering fewer choices, we create an environment that is clear and easy to navigate, where the user feels confident and secure. When we scale down, we give the most important thing, our games, a greater focus. Simplicity is the base required for us, together with our other design principles, to create an appealing experience.
We build unity
We build a unified Svenska Spel, through the consistent use of central design elements and our style guides. A coherent usage of layout, design elements, typography and functions for interactions makes the user feel secure and can easily navigate since the experience works the same everywhere. We look at the whole user experience and ensure that each step seamlessly contributes to the whole.
We create dynamic experiences
We build a unified Svenska Spel, through the consistent use of central design elements and our style guides. A coherent usage of layout, design elements, typography and functions for interactions makes the user feel secure and can easily navigate since the experience works the same everywhere. We look at the whole user experience and ensure that each step seamlessly contributes to the whole.
We guide
We create an experience that grows with the customer by lowering the thresholds, acknowledging the experts and constantly offering new challenges. We guide the user by clearly showing them where they are, helping them to find what they are looking for and discovering new parts of Svenska Spel. We always do this with a strong brand presence and a tone of voice that makes the user feel seen.
We create relationships
For a more personalized experience, we actively work with data-driven functionality. Always with a high level of transparency and respect for our customer's integrity. We always use a human tonality that not only informs, but also creates emotions and builds relationships. Both in the overall message as well as down to the word in the smallest button.