Duration
2024 ━ 2025
Industry
iGaming, Online casino
Role
Lead Product Designer
Online casino concept that increase metrics
The product was a gaming platform facing critical scalability and performance issues.
Duration
2024 ━ 2025
Industry
iGaming, Online casino
Role
Lead Product Designer
Online casino concept that increase metrics
The product was a gaming platform facing critical scalability and performance issues.
Duration
2024 ━ 2025
Industry
iGaming, Online casino
Role
Lead Product Designer
Online casino concept that increase metrics
The product was a gaming platform facing critical scalability and performance issues.
Key product problems
Key product problems
Low conversion (registration → deposit)
Complex and inefficient deposit flow
Low retention
Poor SEO structure and weak content organization
Low conversion (registration → deposit)
Complex and inefficient deposit flow
Low retention
Poor SEO structure and weak content organization
Team and process issues
Team and process issues
No unified design system
No consistent file or component structure
Unstructured asset management
Developers struggled to reuse UI elements efficiently
As a result, the product could not scale or support rapid iteration.
No unified design system
No consistent file or component structure
Unstructured asset management
Developers struggled to reuse UI elements efficiently
As a result, the product could not scale or support rapid iteration.
Challenge
Challenge
2 weeks
Deadline
2 weeks
Deadline
2 weeks
Deadline
Unclear
Business requarments
Unclear
Business requarments
Unclear
Business requarments
Legacy constraints
Old mockup
Legacy constraints
Old mockup
Legacy constraints
Old mockup
High pressure and system scalability
Issues
High pressure and system scalability
Issues
High pressure and system scalability
Issues
My Role
My Role
As Lead Product Designer, I was responsible for:
Creating concept and develop main characters
Conducting a full product and UX audit
Defining the transformation strategy
Leading a team of 5 designers
Coordinating cross-functional teams:
Frontend engineers
Business analysts
Content/resource team
Aligning stakeholders through hypotheses and competitor analysis
As Lead Product Designer, I was responsible for:
Creating concept and develop main characters
Conducting a full product and UX audit
Defining the transformation strategy
Leading a team of 5 designers
Coordinating cross-functional teams:
Frontend engineers
Business analysts
Content/resource team
Aligning stakeholders through hypotheses and competitor analysis
Key Insight
Key Insight
After conducting competitive research across multiple markets, I proposed a differentiated visual direction:
A Western / Texas-inspired theme
Rationale:
After conducting competitive research across multiple markets, I proposed a differentiated visual direction:
A Western / Texas-inspired theme
Rationale:
Underused in the category
Underused in the category
Strong emotional and visual identity
Strong emotional and visual identity
High potential for differentiation and engagement
High potential for differentiation and engagement
Flexible foundation for seasonal events and storytelling
Flexible foundation for seasonal events and storytelling
This became the foundation for the new product experience.
This became the foundation for the new product experience.
Approach
Approach
1. System-first thinking (not UI fixes)
1. System-first thinking (not UI fixes)
Instead of iterating on screens, I redefined the foundation. | Focus on rebuilding the system, not polishing interfaces.
Instead of iterating on screens, I redefined the foundation. | Focus on rebuilding the system, not polishing interfaces.
2. Unified architecture for files and components
2. Unified architecture for files and components
I introduced:
A standardized Figma file structure
Atomic design principles for components
Consistent layout and hierarchy rule
Impact:
I introduced:
A standardized Figma file structure
Atomic design principles for components
Consistent layout and hierarchy rule
Impact:
Designers could work consistently across modules
Designers could work consistently across modules
Engineers could easily locate and reuse components
Engineers could easily locate and reuse components
3. Asset and content system
3. Asset and content system
I solved a major operational bottleneck:
Standardized image sizes
Structured assets by page and usage context
Prepared multi-resolution assets for responsive layouts
Organized seasonal/event-based asset libraries
Result:
I solved a major operational bottleneck:
Standardized image sizes
Structured assets by page and usage context
Prepared multi-resolution assets for responsive layouts
Organized seasonal/event-based asset libraries
Result:
Eliminated inconsistency in content delivery
Eliminated inconsistency in content delivery
Improved collaboration with the content team
Improved collaboration with the content team
4. Design tokens & theming system
4. Design tokens & theming system
I introduced a token-based architecture:
Colors, typography, spacing as design tokens
Adaptive tokens for responsive behavior
Support for light/dark themes
Key outcome:
I introduced a token-based architecture:
Colors, typography, spacing as design tokens
Adaptive tokens for responsive behavior
Support for light/dark themes
Key outcome:
Theme changes reduced from days to hours
Theme changes reduced from days to hours
Enabled fast launch of seasonal events (Halloween, Sports, etc.)
Enabled fast launch of seasonal events (Halloween, Sports, etc.)
Established visual consistency across the platform
Established visual consistency across the platform
5. Deposit flow redesign
5. Deposit flow redesign
The most complex part of the system.
Challenges:
Legacy structure with high friction
Business resistance to change
Actions:
Simplified user journey
Reduced number of steps
Clarified system states and feedback
Validated improvements through UX hypotheses
Result:
The most complex part of the system.
Challenges:
Legacy structure with high friction
Business resistance to change
Actions:
Simplified user journey
Reduced number of steps
Clarified system states and feedback
Validated improvements through UX hypotheses
Result:
Theme changes reduced from days to hours
Theme changes reduced from days to hours
Enabled fast launch of seasonal events (Halloween, Sports, etc.)
Enabled fast launch of seasonal events (Halloween, Sports, etc.)
Established visual consistency across the platform
Established visual consistency across the platform
6. Team alignment & leadership
6. Team alignment & leadership
To align the 5 designers and cross-functional teams, I:
Prepared baseline screens and assets to reduce ambiguity
Established working standards and design principles
Maintained team focus under tight deadlines
Worked closely with:
Frontend → unified design format for implementation
Content team → structured asset delivery system
Analysts → product structure and measurement logic
To align the 5 designers and cross-functional teams, I:
Prepared baseline screens and assets to reduce ambiguity
Established working standards and design principles
Maintained team focus under tight deadlines
Worked closely with:
Frontend → unified design format for implementation
Content team → structured asset delivery system
Analysts → product structure and measurement logic
Results
Results
After launch and the first week of traffic
After launch and the first week of traffic
+ 23%
Registration conversion
+ 23%
Registration conversion
+ 23%
Registration conversion
+ 29%
Deposit conversion
+ 29%
Deposit conversion
+ 29%
Deposit conversion
- 40%
Drop-off in deposit flow
- 40%
Drop-off in deposit flow
- 40%
Drop-off in deposit flow
- 40%
Time to deposit
- 40%
Time to deposit
- 40%
Time to deposit
System-level impact
System-level impact
~3 days
New projects launched
~3 days
New projects launched
~3 days
New projects launched
few hours
Theme changing
few hours
Theme changing
few hours
Theme changing
