Native was the dominant behavior
Customers were already using the native app as their primary touchpoint, so pattern breaks were felt immediately.
← Back to case studies
Traffic Reality
UX Problem
Design Response
Behavior Design · Cross-Platform UX · User Research
Designing for User's Behavior
Real user behavior showed that customers were moving fluidly between native and mobile web experiences. The design challenge was not only to improve one screen, but to reduce friction across the ecosystem so users could stay oriented, confident, and ready to act.
Mobile web felt like a different product
Redirecting from native into a mobile web overlay created mismatch, friction, and disruption during play.
Use a native-like drawer instead
A modal drawer navigation pattern reduced cognitive load and made the casino journey feel more consistent.
What we observed
We found that more than 90% of both traffic and sales came from the native app. At the same time, traffic to the casino web solution on mobile devices was also above 90%, which meant customers were not thinking in terms of channels. They were simply following the path to the game they wanted to play.
That behavior mattered because casino games could not be added directly into the native platform due to technical limitations. Whenever users wanted to play casino games from the native app, we had to redirect them into the mobile web experience.
Where the friction appeared
The native app relied on familiar native interaction patterns, but the mobile web version used a different navigation model based on an expandable overlay. That shift created an un-uniform experience the moment users crossed from app to web.
We also saw, through Hotjar session recordings, that the overlay was actively getting in the way of scrolling. This became more visible after we had already changed the browsing pattern from horizontal scrolling to vertical scrolling. The navigation itself had become a source of interruption.
What we changed
Instead of continuing with the expandable overlay pattern, we designed a modal drawer navigation that behaved more like the native experience users already knew. The aim was not to copy visuals for the sake of it, but to preserve a similar mental model across touch points.
We tested the revised pattern with users, and the response was positive. The concept was well received, while the usability feedback helped clarify where the interaction could be tightened further.
“Insight is what makes experience decisions credible. When users move across platforms, consistency stops being visual polish and becomes a trust-building tool.”
Key takeaway
This work reinforced that user experience no longer lives inside a single platform. Customer journeys stretch across native apps, browsers, and other touchpoints, and users judge the whole experience as one connected system.
Creating similar patterns across those environments reduces the cognitive effort required to learn new interactions. It helps users feel that they are still inside the same ecosystem, which in turn strengthens trust in the brand and the product. Apple is one of the clearest examples of this principle executed well.