ALL. OR NOTHING AT ALL.
It started back in 2005, and it wasn’t really the first real serial product design project I was hired for, but it was certainly the biggest, and gave me an understanding for the real world. After completing a couple of smaller UI design projects for a client in the gaming industry, it somehow happened that I was given a chance to present my vision for a gaming instrument – an automated electronic roulette. I still remember how I explained what I thought the future of the product would be, and how it would work and everything that is wrong with those that already exist. They invited me to the annual conference held in London, focused on the international gaming industry, to get familiar with the competition, and the next thing I knew I was working on the project.
It took 2 and a half years. I was sent back to the drawing board a couple of times, but we managed to develop and build three magnificent, very complex, but fully working prototypes, including the brand and everything else that goes with it. I thought we were going full speed ahead, but it was actually calm before the storm. The next thing was going back to London to the ICE gaming exhibition for the first time to exhibit what we had done. We disrupted the specific product category with a concept in terms of design, ergonomics, materials, and user experience that was clearly ahead of its time and competition.
As a result, we received worldwide interest from various international …