Starting from nothing — Joined 5Bet at the very beginning, when the product, visual language and UX direction were still being defined. Working closely with the Brand & Visual Designer, I helped shape the initial product direction, visual language and experience principles.
Understanding the domain — Immersed myself in the online casino and crypto-gambling space to understand its business models, user behaviours, competitive landscape and constraints. Combined competitive benchmarking, design thinking and user research to identify opportunities and inform the product strategy.
Defining the MVP — Translated research and business requirements into a focused MVP, prioritising the journeys that needed to work from day one. Mapped the core experience across discovery, registration, deposits, gameplay, withdrawals and account management before moving into detailed UI.
From wireframes to production — Designed and iterated the experience from information architecture and early wireframes through interaction design and final UI. Worked closely with the Brand & Visual Designer to balance a distinctive casino identity with clarity, usability and trust.
Building the foundation — Established the design system from scratch, creating reusable foundations, components and patterns that allowed a small team to move quickly without compromising consistency.
Optimising the live product — Continued the design process beyond launch using analytics, funnels, navigation paths, heatmaps and behavioural data to understand where users succeeded, dropped off or encountered friction. Used these insights to iterate on key journeys and interfaces based on observed behaviour rather than assumptions.
End-to-end ownership — Covered the full product design cycle — from domain discovery and product strategy through research, UX, UI and design systems to post-launch analysis and optimisation. The role went beyond designing individual screens: I was involved in shaping how the product worked as a whole.
