WMS Gaming
The Process
Discover
Early in our discovery phase, our team conducted in-depth field research within casinos and analyzed the state of player-machine interaction. A key insight emerged: slot machines had been designed primarily for standing use. Yet, casinos had begun offering seating to increase player engagement time—resulting in a mismatch between user behavior and machine design.
This observation became the foundation of our approach. We launched an ergonomic study, which showed that the optimal relationship between the player, the display, and controls closely resembled that of a computer workstation. This insight became the inspiration for reconfiguring the entire player interface.
Design
With the problem clearly defined, our next step was to completely reorganize the machine’s layout to support seated use. We focused on ergonomic improvements, comfort, and intuitive interaction.
The project team identified four top priorities:
Improve ergonomics for seated play and reduce user fatigue
Ensure full compliance with strict gaming regulations
Enhance access to internal components for more efficient service
Maintain a strong visual presence to attract players across a busy casino floor
Deliver
Our design team created a refined and approachable aesthetic that met the rigorous security and functional requirements of casino operations, while avoiding the cold, angular look typical of the time. The Bluebird featured softer, flowing contours that signaled comfort and accessibility—inviting players to sit and engage.
We repositioned the keypad and pulled the coin tray inward to allow for increased knee clearance and access to controls. These seemingly small changes had a major impact on seated player comfort and posture.
Additionally, we reconfigured the access to key internal areas of the machine’s component layout for better service access. Traditional slot machines required partial disassembly to access internal sections. Our solution: a divided front door system that granted clear access to all three key component levels—reducing downtime and simplifying maintenance for casino staff.
WMS Gaming
Blue Bird Slot Machine
WMS Gaming challenged our industrial design team with the development of a next-generation slot machine that would transform player experience in casinos. The goal: To elevate the WMS brand to the next level by creating a design that would outdo the competition, and still capture the classic appeal expected by both players and casino operators.
Through close collaboration, deep research, and bold decision-making, we reimagined the physical and emotional interaction between players and slot machines—delivering a game-changing product that set a new standard across the industry. Truly making the Bluebird the envy of the industry.
Key Design Features:
A common bold weight stack design was employed reinforcing the family look and enhancing the look of rows and rows of machines with in the club setting.
Unified visual language was achieved through shared detailing—same seat styling, finish treatments, and handle designs across all machines.
Heavy gauge oval tubing was used as a signature structural element across the entire product line. It communicated durability and performance.
An industry first fine-tune mechanism was developed to add additional resistance in between the increments of the weight plates.
Ergonomic enhancements were built into every unit, ensuring that users of all sizes could adjust and use the machines safely and comfortably.
High-impact red upholstery offered both brand distinction and visual contrast, helping users identify the machines quickly in crowded spaces.
Result:
The collaboration between WMS Gaming and our team produced a slot machine that introduced true user-centered design to the gaming world. At first, the design’s bold departure from norms raised concerns in an industry steeped in tradition and superstition. However, WMS executives recognized the innovation’s long-term value and chose to forge ahead.
The result was the Bluebird slot machine—an industry breakthrough that earned top honors from the American Gaming Summit, the most prestigious award in the gaming sector. The Bluebird didn’t just succeed—it reshaped the visual and ergonomic language of slot machines across the globe. Today, its influence can be seen in nearly every modern slot machine on casino floors worldwide.
