Launching the World’s First Crypto Casino with Tier-1 Sportsbook
Wager Casino is a crypto-native online casino and sportsbook platform built from scratch with an industry-first patented feature, the "Sportsbar," blending casino and sports betting in a unified experience. As Creative Director & UX/UI Design Lead, I drove the design vision across branding, product UI, design systems, marketing assets, and investor presentations. This case study outlines how we identified gaps in a stale industry, leveraged Web3 technologies, landed big league advisors and investors, and reached a $7.5M valuation pre-launch.
Launching the World’s First Crypto Casino with Tier-1 Sportsbook
Wager Casino is a crypto-native online casino and sportsbook platform built from scratch with an industry-first patented feature, the "Sportsbar," blending casino and sports betting in a unified experience. As Creative Director & UX/UI Design Lead, I drove the design vision across branding, product UI, design systems, marketing assets, and investor presentations. This case study outlines how we identified gaps in a stale industry, leveraged Web3 technologies, landed big league advisors and investors, and reached a $7.5M valuation pre-launch.
Launching the World’s First Crypto Casino with Tier-1 Sportsbook
Wager Casino is a crypto-native online casino and sportsbook platform built from scratch with an industry-first patented feature, the "Sportsbar," blending casino and sports betting in a unified experience. As Creative Director & UX/UI Design Lead, I drove the design vision across branding, product UI, design systems, marketing assets, and investor presentations. This case study outlines how we identified gaps in a stale industry, leveraged Web3 technologies, landed big league advisors and investors, and reached a $7.5M valuation pre-launch.
Launching the World’s First Crypto Casino with Tier-1 Sportsbook
Wager Casino is a crypto-native online casino and sportsbook platform built from scratch with an industry-first patented feature, the "Sportsbar," blending casino and sports betting in a unified experience. As Creative Director & UX/UI Design Lead, I drove the design vision across branding, product UI, design systems, marketing assets, and investor presentations. This case study outlines how we identified gaps in a stale industry, leveraged Web3 technologies, landed big league advisors and investors, and reached a $7.5M valuation pre-launch.
COmpany:
Wager Casino
Timeframe
OCT 2024 - MAY 2025
Scope of work:
Stack:
Figma
Figma
Figma
Lucidchart
Lucidchart
Lucidchart
Google Slides
Google Slides
Google Slides
Anima App
Anima App
Anima App
Major pain points
Disparate systems
The Community Solutions department uses several disconnected software programs to complete their work.
Disparate systems
The Community Solutions department uses several disconnected software programs to complete their work.
High Salesforce cost
The company is paying for a huge number of subscriptions to Salesforce, many of which are rarely used.
High Salesforce cost
The company is paying for a huge number of subscriptions to Salesforce, many of which are rarely used.
Drowning in forms
The current workflow includes a 56 page “Post-sale Process Document” which is very inefficient.
Drowning in forms
The current workflow includes a 56 page “Post-sale Process Document” which is very inefficient.
Copy-paste waste
According to executives, the current process of taking an opportunity from Salesforce and creating Jira tickets requires about “20 minutes of copy-pasting” to complete.
Copy-paste waste
According to executives, the current process of taking an opportunity from Salesforce and creating Jira tickets requires about “20 minutes of copy-pasting” to complete.
The company
What is Wager Casino?
Wager Casino is a decentralized, Web3-first gambling platform combining a Tier-1 sportsbook with algorithmic casino games and AI-powered betting assistants. We opted not to white-label, building the front end entirely in-house—a rare and deliberate move in the crypto casino space. Our goal: a patented, unified UI that merges sports and casino experiences seamlessly.
The company
What is Wager Casino?
Wager Casino is a decentralized, Web3-first gambling platform combining a Tier-1 sportsbook with algorithmic casino games and AI-powered betting assistants. We opted not to white-label, building the front end entirely in-house—a rare and deliberate move in the crypto casino space. Our goal: a patented, unified UI that merges sports and casino experiences seamlessly.
The company
What is Wager Casino?
Wager Casino is a decentralized, Web3-first gambling platform combining a Tier-1 sportsbook with algorithmic casino games and AI-powered betting assistants. We opted not to white-label, building the front end entirely in-house—a rare and deliberate move in the crypto casino space. Our goal: a patented, unified UI that merges sports and casino experiences seamlessly.
The company
What is Wager Casino?
Wager Casino is a decentralized, Web3-first gambling platform combining a Tier-1 sportsbook with algorithmic casino games and AI-powered betting assistants. We opted not to white-label, building the front end entirely in-house—a rare and deliberate move in the crypto casino space. Our goal: a patented, unified UI that merges sports and casino experiences seamlessly.
Positioning
What is Wager’s advantage?
What sets Wager apart is not only the product vision, but the people behind it. Our team is built on top-tier experience and a network of high-value connections: - Tier-1 sports betting operations background (Bet365, Neds) - Senior marketing expertise from online casino giant Apollo - Fortune 100 design leadership, including my own background at Charter Communications - An affiliate network with access to 100,000+ users - High-value market entry via partnerships in Asia (~$1B opportunity) - Investment and support from SNX founder Kain Warwick - Strategic guidance from Kevin Hendrickson (creator of Outlook Mobile, former VP Engineering at Instacart)
Positioning
What is Wager’s advantage?
What sets Wager apart is not only the product vision, but the people behind it. Our team is built on top-tier experience and a network of high-value connections: - Tier-1 sports betting operations background (Bet365, Neds) - Senior marketing expertise from online casino giant Apollo - Fortune 100 design leadership, including my own background at Charter Communications - An affiliate network with access to 100,000+ users - High-value market entry via partnerships in Asia (~$1B opportunity) - Investment and support from SNX founder Kain Warwick - Strategic guidance from Kevin Hendrickson (creator of Outlook Mobile, former VP Engineering at Instacart)
Positioning
What is Wager’s advantage?
What sets Wager apart is not only the product vision, but the people behind it. Our team is built on top-tier experience and a network of high-value connections: - Tier-1 sports betting operations background (Bet365, Neds) - Senior marketing expertise from online casino giant Apollo - Fortune 100 design leadership, including my own background at Charter Communications - An affiliate network with access to 100,000+ users - High-value market entry via partnerships in Asia (~$1B opportunity) - Investment and support from SNX founder Kain Warwick - Strategic guidance from Kevin Hendrickson (creator of Outlook Mobile, former VP Engineering at Instacart)
Positioning
What is Wager’s advantage?
What sets Wager apart is not only the product vision, but the people behind it. Our team is built on top-tier experience and a network of high-value connections: - Tier-1 sports betting operations background (Bet365, Neds) - Senior marketing expertise from online casino giant Apollo - Fortune 100 design leadership, including my own background at Charter Communications - An affiliate network with access to 100,000+ users - High-value market entry via partnerships in Asia (~$1B opportunity) - Investment and support from SNX founder Kain Warwick - Strategic guidance from Kevin Hendrickson (creator of Outlook Mobile, former VP Engineering at Instacart)
Problem
Let’s do this the right way, and the innovative way
The online gambling space is saturated with cookie-cutter platforms, most of which rely on white-labeled templates. While these solutions offer speed and affordability, they rarely offer originality—and they certainly don’t deliver innovation. Even platforms that have added crypto payment rails still fall short in user experience and product design. We saw an opportunity to break that cycle. With no inherited UI constraints, we had the freedom—and responsibility—to rethink the experience from scratch. This presented a major challenge, but also allowed us to define the visual identity, user flows, and interaction patterns in a way that fully aligned with our brand ethos and user needs.
Problem
Let’s do this the right way, and the innovative way
The online gambling space is saturated with cookie-cutter platforms, most of which rely on white-labeled templates. While these solutions offer speed and affordability, they rarely offer originality—and they certainly don’t deliver innovation. Even platforms that have added crypto payment rails still fall short in user experience and product design. We saw an opportunity to break that cycle. With no inherited UI constraints, we had the freedom—and responsibility—to rethink the experience from scratch. This presented a major challenge, but also allowed us to define the visual identity, user flows, and interaction patterns in a way that fully aligned with our brand ethos and user needs.
Problem
Let’s do this the right way, and the innovative way
The online gambling space is saturated with cookie-cutter platforms, most of which rely on white-labeled templates. While these solutions offer speed and affordability, they rarely offer originality—and they certainly don’t deliver innovation. Even platforms that have added crypto payment rails still fall short in user experience and product design. We saw an opportunity to break that cycle. With no inherited UI constraints, we had the freedom—and responsibility—to rethink the experience from scratch. This presented a major challenge, but also allowed us to define the visual identity, user flows, and interaction patterns in a way that fully aligned with our brand ethos and user needs.
Problem
Let’s do this the right way, and the innovative way
The online gambling space is saturated with cookie-cutter platforms, most of which rely on white-labeled templates. While these solutions offer speed and affordability, they rarely offer originality—and they certainly don’t deliver innovation. Even platforms that have added crypto payment rails still fall short in user experience and product design. We saw an opportunity to break that cycle. With no inherited UI constraints, we had the freedom—and responsibility—to rethink the experience from scratch. This presented a major challenge, but also allowed us to define the visual identity, user flows, and interaction patterns in a way that fully aligned with our brand ethos and user needs.
Solution
Building the future of crypto casinos and sportsbetting
To meet that challenge, we treated every touchpoint as a branding and usability opportunity. From logo design and marketing funnels to custom betting interfaces and real-time casino engagement, we rebuilt the digital experience for the modern gambler. The result is an end-to-end platform that is both technically sophisticated and visually elevated.
Solution
Building the future of crypto casinos and sportsbetting
To meet that challenge, we treated every touchpoint as a branding and usability opportunity. From logo design and marketing funnels to custom betting interfaces and real-time casino engagement, we rebuilt the digital experience for the modern gambler. The result is an end-to-end platform that is both technically sophisticated and visually elevated.
Solution
Building the future of crypto casinos and sportsbetting
To meet that challenge, we treated every touchpoint as a branding and usability opportunity. From logo design and marketing funnels to custom betting interfaces and real-time casino engagement, we rebuilt the digital experience for the modern gambler. The result is an end-to-end platform that is both technically sophisticated and visually elevated.
Solution
Building the future of crypto casinos and sportsbetting
To meet that challenge, we treated every touchpoint as a branding and usability opportunity. From logo design and marketing funnels to custom betting interfaces and real-time casino engagement, we rebuilt the digital experience for the modern gambler. The result is an end-to-end platform that is both technically sophisticated and visually elevated.
My Role and the Team
Great responsibility... and great support
As Creative Director & UX/UI Lead, I was deeply embedded in daily strategy and execution. My responsibilities included: - Creating the entire brand identity from scratch - Building a scalable, developer-ready design system - Leading the end-to-end design of the platform UI (90% personally executed) - Managing and mentoring a junior designer - Collaborating with dev agencies, the CEO, COO, and external advisors - Conducting informal usability testing across 3 countries
My Role and the Team
Great responsibility... and great support
As Creative Director & UX/UI Lead, I was deeply embedded in daily strategy and execution. My responsibilities included: - Creating the entire brand identity from scratch - Building a scalable, developer-ready design system - Leading the end-to-end design of the platform UI (90% personally executed) - Managing and mentoring a junior designer - Collaborating with dev agencies, the CEO, COO, and external advisors - Conducting informal usability testing across 3 countries
My Role and the Team
Great responsibility... and great support
As Creative Director & UX/UI Lead, I was deeply embedded in daily strategy and execution. My responsibilities included: - Creating the entire brand identity from scratch - Building a scalable, developer-ready design system - Leading the end-to-end design of the platform UI (90% personally executed) - Managing and mentoring a junior designer - Collaborating with dev agencies, the CEO, COO, and external advisors - Conducting informal usability testing across 3 countries
My Role and the Team
Great responsibility... and great support
As Creative Director & UX/UI Lead, I was deeply embedded in daily strategy and execution. My responsibilities included: - Creating the entire brand identity from scratch - Building a scalable, developer-ready design system - Leading the end-to-end design of the platform UI (90% personally executed) - Managing and mentoring a junior designer - Collaborating with dev agencies, the CEO, COO, and external advisors - Conducting informal usability testing across 3 countries
Project summary
Building a Casino from the Ground up
We went from zero to a full-stack casino and sportsbook. Starting with the logo, we expanded to: - Logo and brand foundations - Marketing site and ICO content - Design system and UI components - Platform UX and web app flows - Social media and investor decks
Project summary
Building a Casino from the Ground up
We went from zero to a full-stack casino and sportsbook. Starting with the logo, we expanded to: - Logo and brand foundations - Marketing site and ICO content - Design system and UI components - Platform UX and web app flows - Social media and investor decks
Project summary
Building a Casino from the Ground up
We went from zero to a full-stack casino and sportsbook. Starting with the logo, we expanded to: - Logo and brand foundations - Marketing site and ICO content - Design system and UI components - Platform UX and web app flows - Social media and investor decks
Project summary
Building a Casino from the Ground up
We went from zero to a full-stack casino and sportsbook. Starting with the logo, we expanded to: - Logo and brand foundations - Marketing site and ICO content - Design system and UI components - Platform UX and web app flows - Social media and investor decks
Design Process
Agility meets Innovation
Our process followed classic UX phases but remained agile. Late-stage feedback from advisor Kevin Hendrickson (formerly of Outlook Mobile, and Instacart) inspired the "Sportsbar" concept, now patent pending and a key product differentiator.
Design Process
Agility meets Innovation
Our process followed classic UX phases but remained agile. Late-stage feedback from advisor Kevin Hendrickson (formerly of Outlook Mobile, and Instacart) inspired the "Sportsbar" concept, now patent pending and a key product differentiator.
Design Process
Agility meets Innovation
Our process followed classic UX phases but remained agile. Late-stage feedback from advisor Kevin Hendrickson (formerly of Outlook Mobile, and Instacart) inspired the "Sportsbar" concept, now patent pending and a key product differentiator.
Design Process
Agility meets Innovation
Our process followed classic UX phases but remained agile. Late-stage feedback from advisor Kevin Hendrickson (formerly of Outlook Mobile, and Instacart) inspired the "Sportsbar" concept, now patent pending and a key product differentiator.
The Opportunity
Why build a Crypto Casino?
Data shows that there is a substantial gap in Web3 Sports betting (as seen in the graphic below), which presents an enticing opportunity. Crypto offers a privacy-preserving alternative to fiat betting. Users face banking discrimination for gambling activity; crypto protects against that. Moreover, users demand: - More betting options - Simplified onboarding and withdrawals - Better UX/UI
The Opportunity
Why build a Crypto Casino?
Data shows that there is a substantial gap in Web3 Sports betting (as seen in the graphic below), which presents an enticing opportunity. Crypto offers a privacy-preserving alternative to fiat betting. Users face banking discrimination for gambling activity; crypto protects against that. Moreover, users demand: - More betting options - Simplified onboarding and withdrawals - Better UX/UI
The Opportunity
Why build a Crypto Casino?
Data shows that there is a substantial gap in Web3 Sports betting (as seen in the graphic below), which presents an enticing opportunity. Crypto offers a privacy-preserving alternative to fiat betting. Users face banking discrimination for gambling activity; crypto protects against that. Moreover, users demand: - More betting options - Simplified onboarding and withdrawals - Better UX/UI
The Opportunity
Why build a Crypto Casino?
Data shows that there is a substantial gap in Web3 Sports betting (as seen in the graphic below), which presents an enticing opportunity. Crypto offers a privacy-preserving alternative to fiat betting. Users face banking discrimination for gambling activity; crypto protects against that. Moreover, users demand: - More betting options - Simplified onboarding and withdrawals - Better UX/UI
Brand Foundations
Shaping an Identity fit for the Crypto Era
I began by guiding the founder through a brand discovery worksheet which helped guide the brand foundations like core values, brand personality, and visual identity. Following, we engaged in collaborative vision exercises including moodboard selection and visual audits of industry leaders. The Wager founder stated that the visual identity should be appropriate for the crypto/web3 space and be: - Modern - Sleek - Dark - Minimalist
Brand Foundations
Shaping an Identity fit for the Crypto Era
I began by guiding the founder through a brand discovery worksheet which helped guide the brand foundations like core values, brand personality, and visual identity. Following, we engaged in collaborative vision exercises including moodboard selection and visual audits of industry leaders. The Wager founder stated that the visual identity should be appropriate for the crypto/web3 space and be: - Modern - Sleek - Dark - Minimalist
Brand Foundations
Shaping an Identity fit for the Crypto Era
I began by guiding the founder through a brand discovery worksheet which helped guide the brand foundations like core values, brand personality, and visual identity. Following, we engaged in collaborative vision exercises including moodboard selection and visual audits of industry leaders. The Wager founder stated that the visual identity should be appropriate for the crypto/web3 space and be: - Modern - Sleek - Dark - Minimalist
Brand Foundations
Shaping an Identity fit for the Crypto Era
I began by guiding the founder through a brand discovery worksheet which helped guide the brand foundations like core values, brand personality, and visual identity. Following, we engaged in collaborative vision exercises including moodboard selection and visual audits of industry leaders. The Wager founder stated that the visual identity should be appropriate for the crypto/web3 space and be: - Modern - Sleek - Dark - Minimalist
Brand
A Winning Hand: Logo Icon with Motion
The logo suggests 3 playing cards forming a "W," placed on a poker chip (casino) or basketball (sportsbook). It’s iconic, readable, and thematically grounded—designed with a subtle sense of motion that hints at the fast-paced, high-energy nature of betting.
Brand
A Winning Hand: Logo Icon with Motion
The logo suggests 3 playing cards forming a "W," placed on a poker chip (casino) or basketball (sportsbook). It’s iconic, readable, and thematically grounded—designed with a subtle sense of motion that hints at the fast-paced, high-energy nature of betting.
Brand
A Winning Hand: Logo Icon with Motion
The logo suggests 3 playing cards forming a "W," placed on a poker chip (casino) or basketball (sportsbook). It’s iconic, readable, and thematically grounded—designed with a subtle sense of motion that hints at the fast-paced, high-energy nature of betting.
Brand
A Winning Hand: Logo Icon with Motion
The logo suggests 3 playing cards forming a "W," placed on a poker chip (casino) or basketball (sportsbook). It’s iconic, readable, and thematically grounded—designed with a subtle sense of motion that hints at the fast-paced, high-energy nature of betting.
Brand Guidelines
Crafting the Core of a Crypto-Native Brand
We began with foundational brand work—visual identity, logo, tone, and aesthetic. The brand reflects modern crypto culture and the thrill of betting. Deliverables included: - Brand Foundations - Core Values - Logo - Typography - Icon styles - Patterns
Brand Guidelines
Crafting the Core of a Crypto-Native Brand
We began with foundational brand work—visual identity, logo, tone, and aesthetic. The brand reflects modern crypto culture and the thrill of betting. Deliverables included: - Brand Foundations - Core Values - Logo - Typography - Icon styles - Patterns
Brand Guidelines
Crafting the Core of a Crypto-Native Brand
We began with foundational brand work—visual identity, logo, tone, and aesthetic. The brand reflects modern crypto culture and the thrill of betting. Deliverables included: - Brand Foundations - Core Values - Logo - Typography - Icon styles - Patterns
Brand Guidelines
Crafting the Core of a Crypto-Native Brand
We began with foundational brand work—visual identity, logo, tone, and aesthetic. The brand reflects modern crypto culture and the thrill of betting. Deliverables included: - Brand Foundations - Core Values - Logo - Typography - Icon styles - Patterns
Infographics
Visuals with Venture Impact
To support fundraising and partnership efforts, I designed a suite of visually compelling materials—including infographics, tokenomics visuals, and customized partner decks. These assets played a key role in communicating our vision clearly and persuasively, helping to secure high-profile advisors, ambassadors, and early strategic interest.
Infographics
Visuals with Venture Impact
To support fundraising and partnership efforts, I designed a suite of visually compelling materials—including infographics, tokenomics visuals, and customized partner decks. These assets played a key role in communicating our vision clearly and persuasively, helping to secure high-profile advisors, ambassadors, and early strategic interest.
Infographics
Visuals with Venture Impact
To support fundraising and partnership efforts, I designed a suite of visually compelling materials—including infographics, tokenomics visuals, and customized partner decks. These assets played a key role in communicating our vision clearly and persuasively, helping to secure high-profile advisors, ambassadors, and early strategic interest.
Infographics
Visuals with Venture Impact
To support fundraising and partnership efforts, I designed a suite of visually compelling materials—including infographics, tokenomics visuals, and customized partner decks. These assets played a key role in communicating our vision clearly and persuasively, helping to secure high-profile advisors, ambassadors, and early strategic interest.
Marketing Website
Designing a 24/7 Salesperson
We wanted a marketing site that didn’t just look good—it needed to act as a 24/7 digital salesperson, showcasing our platform, educating potential users, and driving conversions for our Initial Coin Offering. To make that happen, we collaborated with an external agency for initial development, but I maintained creative control to ensure every design decision supported our strategic goals. My contributions included: - Initial wireframes and brand assets - Guidance on visual rhythm and hierarchy - Redesigns of key modules post-launch One of the most impactful updates was a custom-built presale widget I designed to replace the standard countdown timer. Launched during ICO week, it increased clarity, urgency, and user engagement—resulting in a 21% conversion rate from landing page to whitelist signup.
Marketing Website
Designing a 24/7 Salesperson
We wanted a marketing site that didn’t just look good—it needed to act as a 24/7 digital salesperson, showcasing our platform, educating potential users, and driving conversions for our Initial Coin Offering. To make that happen, we collaborated with an external agency for initial development, but I maintained creative control to ensure every design decision supported our strategic goals. My contributions included: - Initial wireframes and brand assets - Guidance on visual rhythm and hierarchy - Redesigns of key modules post-launch One of the most impactful updates was a custom-built presale widget I designed to replace the standard countdown timer. Launched during ICO week, it increased clarity, urgency, and user engagement—resulting in a 21% conversion rate from landing page to whitelist signup.
Marketing Website
Designing a 24/7 Salesperson
We wanted a marketing site that didn’t just look good—it needed to act as a 24/7 digital salesperson, showcasing our platform, educating potential users, and driving conversions for our Initial Coin Offering. To make that happen, we collaborated with an external agency for initial development, but I maintained creative control to ensure every design decision supported our strategic goals. My contributions included: - Initial wireframes and brand assets - Guidance on visual rhythm and hierarchy - Redesigns of key modules post-launch One of the most impactful updates was a custom-built presale widget I designed to replace the standard countdown timer. Launched during ICO week, it increased clarity, urgency, and user engagement—resulting in a 21% conversion rate from landing page to whitelist signup.
Marketing Website
Designing a 24/7 Salesperson
We wanted a marketing site that didn’t just look good—it needed to act as a 24/7 digital salesperson, showcasing our platform, educating potential users, and driving conversions for our Initial Coin Offering. To make that happen, we collaborated with an external agency for initial development, but I maintained creative control to ensure every design decision supported our strategic goals. My contributions included: - Initial wireframes and brand assets - Guidance on visual rhythm and hierarchy - Redesigns of key modules post-launch One of the most impactful updates was a custom-built presale widget I designed to replace the standard countdown timer. Launched during ICO week, it increased clarity, urgency, and user engagement—resulting in a 21% conversion rate from landing page to whitelist signup.
Immersive Research
Learning from the Best: Borrowing Brilliance, Ditching the Bloat
We analyzed these apps among others: - Bet365: Feature-rich but slightly overwhelming UI - Roobet: Good microinteractions, slightly busy visuals - Stake: Simple, clean UX, strong social branding Takeaway: Simplify UX without compromising features. Bet365 is the most popular platform and has the best user experience in general. We’d like to replicate patterns from this app, but modernize the visual appeal, and add a few extra features to improve the user experience, and remove some of the complicated and unclear features which muddy up the experience.
Immersive Research
Learning from the Best: Borrowing Brilliance, Ditching the Bloat
We analyzed these apps among others: - Bet365: Feature-rich but slightly overwhelming UI - Roobet: Good microinteractions, slightly busy visuals - Stake: Simple, clean UX, strong social branding Takeaway: Simplify UX without compromising features. Bet365 is the most popular platform and has the best user experience in general. We’d like to replicate patterns from this app, but modernize the visual appeal, and add a few extra features to improve the user experience, and remove some of the complicated and unclear features which muddy up the experience.
Immersive Research
Learning from the Best: Borrowing Brilliance, Ditching the Bloat
We analyzed these apps among others: - Bet365: Feature-rich but slightly overwhelming UI - Roobet: Good microinteractions, slightly busy visuals - Stake: Simple, clean UX, strong social branding Takeaway: Simplify UX without compromising features. Bet365 is the most popular platform and has the best user experience in general. We’d like to replicate patterns from this app, but modernize the visual appeal, and add a few extra features to improve the user experience, and remove some of the complicated and unclear features which muddy up the experience.
Immersive Research
Learning from the Best: Borrowing Brilliance, Ditching the Bloat
We analyzed these apps among others: - Bet365: Feature-rich but slightly overwhelming UI - Roobet: Good microinteractions, slightly busy visuals - Stake: Simple, clean UX, strong social branding Takeaway: Simplify UX without compromising features. Bet365 is the most popular platform and has the best user experience in general. We’d like to replicate patterns from this app, but modernize the visual appeal, and add a few extra features to improve the user experience, and remove some of the complicated and unclear features which muddy up the experience.
User Interviews
Understanding the Player Behind the Bet
To ground our design in real user behavior, we conducted targeted interviews with potential customers across a range of regions and betting profiles—from casual sports fans to high-stakes crypto whales. Participants were selected based on criteria defined by our COO, a seasoned executive from one of the industry’s top betting firms. This approach ensured we spoke with users who matched our ideal customer segments. The interviews uncovered patterns in behavior, motivation, and friction points that shaped our user personas and directly informed our product experience—from mobile-first flows to streamer-driven trust cues and curated bet discovery.
User Interviews
Understanding the Player Behind the Bet
To ground our design in real user behavior, we conducted targeted interviews with potential customers across a range of regions and betting profiles—from casual sports fans to high-stakes crypto whales. Participants were selected based on criteria defined by our COO, a seasoned executive from one of the industry’s top betting firms. This approach ensured we spoke with users who matched our ideal customer segments. The interviews uncovered patterns in behavior, motivation, and friction points that shaped our user personas and directly informed our product experience—from mobile-first flows to streamer-driven trust cues and curated bet discovery.
User Interviews
Understanding the Player Behind the Bet
To ground our design in real user behavior, we conducted targeted interviews with potential customers across a range of regions and betting profiles—from casual sports fans to high-stakes crypto whales. Participants were selected based on criteria defined by our COO, a seasoned executive from one of the industry’s top betting firms. This approach ensured we spoke with users who matched our ideal customer segments. The interviews uncovered patterns in behavior, motivation, and friction points that shaped our user personas and directly informed our product experience—from mobile-first flows to streamer-driven trust cues and curated bet discovery.
User Interviews
Understanding the Player Behind the Bet
To ground our design in real user behavior, we conducted targeted interviews with potential customers across a range of regions and betting profiles—from casual sports fans to high-stakes crypto whales. Participants were selected based on criteria defined by our COO, a seasoned executive from one of the industry’s top betting firms. This approach ensured we spoke with users who matched our ideal customer segments. The interviews uncovered patterns in behavior, motivation, and friction points that shaped our user personas and directly informed our product experience—from mobile-first flows to streamer-driven trust cues and curated bet discovery.
User Personas
Knowing the Players: Defining Our Core Personas
Based on interviews with potential customers and insights from our industry experts, we identified three core user personas: 1. Wealthy international gambling enthusiasts 2. Young male crypto-savvy bettors (20s–40s) - Prefer mobile-first experience, fast parlays - Respond to streamer-driven social proof 3. Followers of influencer "tipping" communities - Value curated content and betting confidence
User Personas
Knowing the Players: Defining Our Core Personas
Based on interviews with potential customers and insights from our industry experts, we identified three core user personas: 1. Wealthy international gambling enthusiasts 2. Young male crypto-savvy bettors (20s–40s) - Prefer mobile-first experience, fast parlays - Respond to streamer-driven social proof 3. Followers of influencer "tipping" communities - Value curated content and betting confidence
User Personas
Knowing the Players: Defining Our Core Personas
Based on interviews with potential customers and insights from our industry experts, we identified three core user personas: 1. Wealthy international gambling enthusiasts 2. Young male crypto-savvy bettors (20s–40s) - Prefer mobile-first experience, fast parlays - Respond to streamer-driven social proof 3. Followers of influencer "tipping" communities - Value curated content and betting confidence
User Personas
Knowing the Players: Defining Our Core Personas
Based on interviews with potential customers and insights from our industry experts, we identified three core user personas: 1. Wealthy international gambling enthusiasts 2. Young male crypto-savvy bettors (20s–40s) - Prefer mobile-first experience, fast parlays - Respond to streamer-driven social proof 3. Followers of influencer "tipping" communities - Value curated content and betting confidence
Design System
Scaling with a Custom Tailwind UI Design System
Using Tailwind UI as the foundation, I engineered a fully custom design system for Wager. This included: - Primitive tokens for color, spacing, and typography - Semantic tokens for reusable components (e.g., component-nav-primary) - CSS variable architecture for color modes and themes I also designed bespoke components for: - Cryptocurrency wallet UI - Sports betting flow and dynamic betslips - User profile and account management Accessibility and dev-handoff were core principles, and I worked closely with the India-based engineering team to ensure adoption and consistency.
Design System
Scaling with a Custom Tailwind UI Design System
Using Tailwind UI as the foundation, I engineered a fully custom design system for Wager. This included: - Primitive tokens for color, spacing, and typography - Semantic tokens for reusable components (e.g., component-nav-primary) - CSS variable architecture for color modes and themes I also designed bespoke components for: - Cryptocurrency wallet UI - Sports betting flow and dynamic betslips - User profile and account management Accessibility and dev-handoff were core principles, and I worked closely with the India-based engineering team to ensure adoption and consistency.
Design System
Scaling with a Custom Tailwind UI Design System
Using Tailwind UI as the foundation, I engineered a fully custom design system for Wager. This included: - Primitive tokens for color, spacing, and typography - Semantic tokens for reusable components (e.g., component-nav-primary) - CSS variable architecture for color modes and themes I also designed bespoke components for: - Cryptocurrency wallet UI - Sports betting flow and dynamic betslips - User profile and account management Accessibility and dev-handoff were core principles, and I worked closely with the India-based engineering team to ensure adoption and consistency.
Design System
Scaling with a Custom Tailwind UI Design System
Using Tailwind UI as the foundation, I engineered a fully custom design system for Wager. This included: - Primitive tokens for color, spacing, and typography - Semantic tokens for reusable components (e.g., component-nav-primary) - CSS variable architecture for color modes and themes I also designed bespoke components for: - Cryptocurrency wallet UI - Sports betting flow and dynamic betslips - User profile and account management Accessibility and dev-handoff were core principles, and I worked closely with the India-based engineering team to ensure adoption and consistency.
Web App
Redefining the Sportsbook Experience
In designing our sportsbook, we prioritized reducing friction across every user interaction—making betting faster, more intuitive, and more rewarding. We studied behavioral patterns across user types to shape the experience accordingly: - Sports bettors needed speed and efficiency, so we streamlined the platform for quick bet placement and mobile-first use. - The entire experience was built around user psychology to drive both engagement and long-term value. - While new users may be acquired through aggressive bonusing, we believe true retention comes from the quality of the platform itself. Our sportsbook introduces industry-first features, including a repositionable bet slip on large screens—giving users more control over their experience. We also launched a proprietary Wager Credits system, where users earn back a percentage of every bet—even the losing ones—encouraging continued play and improving the perceived value of each interaction.
Web App
Redefining the Sportsbook Experience
In designing our sportsbook, we prioritized reducing friction across every user interaction—making betting faster, more intuitive, and more rewarding. We studied behavioral patterns across user types to shape the experience accordingly: - Sports bettors needed speed and efficiency, so we streamlined the platform for quick bet placement and mobile-first use. - The entire experience was built around user psychology to drive both engagement and long-term value. - While new users may be acquired through aggressive bonusing, we believe true retention comes from the quality of the platform itself. Our sportsbook introduces industry-first features, including a repositionable bet slip on large screens—giving users more control over their experience. We also launched a proprietary Wager Credits system, where users earn back a percentage of every bet—even the losing ones—encouraging continued play and improving the perceived value of each interaction.
Web App
Redefining the Sportsbook Experience
In designing our sportsbook, we prioritized reducing friction across every user interaction—making betting faster, more intuitive, and more rewarding. We studied behavioral patterns across user types to shape the experience accordingly: - Sports bettors needed speed and efficiency, so we streamlined the platform for quick bet placement and mobile-first use. - The entire experience was built around user psychology to drive both engagement and long-term value. - While new users may be acquired through aggressive bonusing, we believe true retention comes from the quality of the platform itself. Our sportsbook introduces industry-first features, including a repositionable bet slip on large screens—giving users more control over their experience. We also launched a proprietary Wager Credits system, where users earn back a percentage of every bet—even the losing ones—encouraging continued play and improving the perceived value of each interaction.
Web App
Redefining the Sportsbook Experience
In designing our sportsbook, we prioritized reducing friction across every user interaction—making betting faster, more intuitive, and more rewarding. We studied behavioral patterns across user types to shape the experience accordingly: - Sports bettors needed speed and efficiency, so we streamlined the platform for quick bet placement and mobile-first use. - The entire experience was built around user psychology to drive both engagement and long-term value. - While new users may be acquired through aggressive bonusing, we believe true retention comes from the quality of the platform itself. Our sportsbook introduces industry-first features, including a repositionable bet slip on large screens—giving users more control over their experience. We also launched a proprietary Wager Credits system, where users earn back a percentage of every bet—even the losing ones—encouraging continued play and improving the perceived value of each interaction.
Marketing
Pitching Legends with Personalized Decks
We created personalized decks for global athletes like Nick Kyrgios and Anthony Joshua. Sample concept: the "AJ Zone"—a branded space in the app.
Marketing
Pitching Legends with Personalized Decks
We created personalized decks for global athletes like Nick Kyrgios and Anthony Joshua. Sample concept: the "AJ Zone"—a branded space in the app.
Marketing
Pitching Legends with Personalized Decks
We created personalized decks for global athletes like Nick Kyrgios and Anthony Joshua. Sample concept: the "AJ Zone"—a branded space in the app.
Marketing
Pitching Legends with Personalized Decks
We created personalized decks for global athletes like Nick Kyrgios and Anthony Joshua. Sample concept: the "AJ Zone"—a branded space in the app.
Web App
Bringing the Netflix Experience to Casino UX
We ditched the typical grid layout for larger thumbnails in the top row, and a "Top 10 in Your Region" style, inspired by Netflix. It added familiarity and increased engagement.
Web App
Bringing the Netflix Experience to Casino UX
We ditched the typical grid layout for larger thumbnails in the top row, and a "Top 10 in Your Region" style, inspired by Netflix. It added familiarity and increased engagement.
Web App
Bringing the Netflix Experience to Casino UX
We ditched the typical grid layout for larger thumbnails in the top row, and a "Top 10 in Your Region" style, inspired by Netflix. It added familiarity and increased engagement.
Web App
Bringing the Netflix Experience to Casino UX
We ditched the typical grid layout for larger thumbnails in the top row, and a "Top 10 in Your Region" style, inspired by Netflix. It added familiarity and increased engagement.
Asset design
Game Thumbnail Guidelines That Scale
To ensure brand consistency, I authored a thumbnail style guide for contractors producing game art. It covered: - Typography rules - Logo placement - Color use - File delivery
Asset design
Game Thumbnail Guidelines That Scale
To ensure brand consistency, I authored a thumbnail style guide for contractors producing game art. It covered: - Typography rules - Logo placement - Color use - File delivery
Asset design
Game Thumbnail Guidelines That Scale
To ensure brand consistency, I authored a thumbnail style guide for contractors producing game art. It covered: - Typography rules - Logo placement - Color use - File delivery
Asset design
Game Thumbnail Guidelines That Scale
To ensure brand consistency, I authored a thumbnail style guide for contractors producing game art. It covered: - Typography rules - Logo placement - Color use - File delivery
User Research
Usability Testing That Shaped the Experience
We conducted moderated usability testing with 12 target users across 3 countries to validate the overall UX/UI of our casino and sportsbook platform. Feedback from these sessions directly informed key design decisions, including the simplification of the parlay interface and optimized placement of live odds modules—resulting in a smoother, more intuitive user experience across devices.
User Research
Usability Testing That Shaped the Experience
We conducted moderated usability testing with 12 target users across 3 countries to validate the overall UX/UI of our casino and sportsbook platform. Feedback from these sessions directly informed key design decisions, including the simplification of the parlay interface and optimized placement of live odds modules—resulting in a smoother, more intuitive user experience across devices.
User Research
Usability Testing That Shaped the Experience
We conducted moderated usability testing with 12 target users across 3 countries to validate the overall UX/UI of our casino and sportsbook platform. Feedback from these sessions directly informed key design decisions, including the simplification of the parlay interface and optimized placement of live odds modules—resulting in a smoother, more intuitive user experience across devices.
User Research
Usability Testing That Shaped the Experience
We conducted moderated usability testing with 12 target users across 3 countries to validate the overall UX/UI of our casino and sportsbook platform. Feedback from these sessions directly informed key design decisions, including the simplification of the parlay interface and optimized placement of live odds modules—resulting in a smoother, more intuitive user experience across devices.
Feedback
Feeback from an IT industry Legend
Kevin Hendrickson (Outlook Mobile) praised our design direction but challenged us to integrate casino and sportsbook UX. This led to the Sportsbar concept.
Feedback
Feeback from an IT industry Legend
Kevin Hendrickson (Outlook Mobile) praised our design direction but challenged us to integrate casino and sportsbook UX. This led to the Sportsbar concept.
Feedback
Feeback from an IT industry Legend
Kevin Hendrickson (Outlook Mobile) praised our design direction but challenged us to integrate casino and sportsbook UX. This led to the Sportsbar concept.
Feedback
Feeback from an IT industry Legend
Kevin Hendrickson (Outlook Mobile) praised our design direction but challenged us to integrate casino and sportsbook UX. This led to the Sportsbar concept.
Iteration
Patent-Pending Innovation
The Sportsbar is a split-attention interface that lets users bet live on sports while playing casino games. It’s immersive, sticky, and patent pending. I studied standards for UI Design patents, and interfaced with a patent attourney to provide wireframes which convey the proprietary aspects of the design.
Iteration
Patent-Pending Innovation
The Sportsbar is a split-attention interface that lets users bet live on sports while playing casino games. It’s immersive, sticky, and patent pending. I studied standards for UI Design patents, and interfaced with a patent attourney to provide wireframes which convey the proprietary aspects of the design.
Iteration
Patent-Pending Innovation
The Sportsbar is a split-attention interface that lets users bet live on sports while playing casino games. It’s immersive, sticky, and patent pending. I studied standards for UI Design patents, and interfaced with a patent attourney to provide wireframes which convey the proprietary aspects of the design.
Iteration
Patent-Pending Innovation
The Sportsbar is a split-attention interface that lets users bet live on sports while playing casino games. It’s immersive, sticky, and patent pending. I studied standards for UI Design patents, and interfaced with a patent attourney to provide wireframes which convey the proprietary aspects of the design.
Marketing
Designing for Growth and Engagement
In addition to all of the assets already mentioned, I also created: - Social assets (Twitter, Instagram) - Promo banners - QR codes - Email templates - Marketing Assets
Marketing
Designing for Growth and Engagement
In addition to all of the assets already mentioned, I also created: - Social assets (Twitter, Instagram) - Promo banners - QR codes - Email templates - Marketing Assets
Marketing
Designing for Growth and Engagement
In addition to all of the assets already mentioned, I also created: - Social assets (Twitter, Instagram) - Promo banners - QR codes - Email templates - Marketing Assets
Marketing
Designing for Growth and Engagement
In addition to all of the assets already mentioned, I also created: - Social assets (Twitter, Instagram) - Promo banners - QR codes - Email templates - Marketing Assets
Social Media
Post Templates
We used design templates for repeatable, branded posts. Channels included Instagram, Twitter/X, and email.
Social Media
Post Templates
We used design templates for repeatable, branded posts. Channels included Instagram, Twitter/X, and email.
Social Media
Post Templates
We used design templates for repeatable, branded posts. Channels included Instagram, Twitter/X, and email.
Social Media
Post Templates
We used design templates for repeatable, branded posts. Channels included Instagram, Twitter/X, and email.
Social Media
Instagram and X Posts
I blended graphics, copywriting, and our brand to create social media posts for Instagram and Twittter.
Social Media
Instagram and X Posts
I blended graphics, copywriting, and our brand to create social media posts for Instagram and Twittter.
Social Media
Instagram and X Posts
I blended graphics, copywriting, and our brand to create social media posts for Instagram and Twittter.
Social Media
Instagram and X Posts
I blended graphics, copywriting, and our brand to create social media posts for Instagram and Twittter.
Results
Platform Under Constrution, but Numbers are Arriving
Our work in building this web app had a profoundly positive effect, saving high dollar amounts on a monthly basis.
Results
Platform Under Constrution, but Numbers are Arriving
Our work in building this web app had a profoundly positive effect, saving high dollar amounts on a monthly basis.
Results
Platform Under Constrution, but Numbers are Arriving
Our work in building this web app had a profoundly positive effect, saving high dollar amounts on a monthly basis.
Results
Platform Under Constrution, but Numbers are Arriving
Our work in building this web app had a profoundly positive effect, saving high dollar amounts on a monthly basis.
$7.5m+
$7.5m+
$7.5m+
Wager Casino was valued at $7.5m+ prior to MVP launch.
Advisors + Attention
Advisors + Attention
Advisors + Attention
The Wager Casino team has secured considerable investment, backing, and advisors as well as global attention.
Retrospective
Evolving Into a Scalable Design Leader
This project marked a key shift in how I approach design leadership. I learned to step back from doing everything myself and instead focused on guiding external dev and marketing agencies through strong systems, clear documentation, and consistent visual direction. Enforcing brand standards without being hands-on required trust and structure, especially as I managed a fellow designer for the first time. Delegating work and aligning on expectations taught me how to scale design without sacrificing quality.
Retrospective
Evolving Into a Scalable Design Leader
This project marked a key shift in how I approach design leadership. I learned to step back from doing everything myself and instead focused on guiding external dev and marketing agencies through strong systems, clear documentation, and consistent visual direction. Enforcing brand standards without being hands-on required trust and structure, especially as I managed a fellow designer for the first time. Delegating work and aligning on expectations taught me how to scale design without sacrificing quality.
Retrospective
Evolving Into a Scalable Design Leader
This project marked a key shift in how I approach design leadership. I learned to step back from doing everything myself and instead focused on guiding external dev and marketing agencies through strong systems, clear documentation, and consistent visual direction. Enforcing brand standards without being hands-on required trust and structure, especially as I managed a fellow designer for the first time. Delegating work and aligning on expectations taught me how to scale design without sacrificing quality.
Retrospective
Evolving Into a Scalable Design Leader
This project marked a key shift in how I approach design leadership. I learned to step back from doing everything myself and instead focused on guiding external dev and marketing agencies through strong systems, clear documentation, and consistent visual direction. Enforcing brand standards without being hands-on required trust and structure, especially as I managed a fellow designer for the first time. Delegating work and aligning on expectations taught me how to scale design without sacrificing quality.
Thanks for checking out
my work! 👋
Visit more of my case studies below
Thanks for checking out
my work! 👋
Visit more of my case studies below
Thanks for checking out
my work! 👋
Visit more of my case studies below
Thanks for checking out
my work! 👋
Visit more of my case studies below
Spectrum
Streamlining Pre-Sales Operations with a Centralized Web Hub
Spectrum
Streamlining Pre-Sales Operations with a Centralized Web Hub
Spectrum
Streamlining Pre-Sales Operations with a Centralized Web Hub
Spectrum
Streamlining Pre-Sales Operations with a Centralized Web Hub
Spectrum
Boosting Security and Efficiency with an AI Chatbot and Admin Tool
Spectrum
Boosting Security and Efficiency with an AI Chatbot and Admin Tool
Spectrum
Boosting Security and Efficiency with an AI Chatbot and Admin Tool
Spectrum
Boosting Security and Efficiency with an AI Chatbot and Admin Tool
Journey.AI
Showcasing Patented Encryption and Revolutionizing User Experience
Journey.AI
Showcasing Patented Encryption and Revolutionizing User Experience
Journey.AI
Showcasing Patented Encryption and Revolutionizing User Experience
Journey.AI
Showcasing Patented Encryption and Revolutionizing User Experience