COmpany:
Wager Casino
Industry:
Crypto iGaming
Timeframe
JULY 2024 - MAY 2025
Scope of work:
Stack:
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
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
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.
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 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 a Design System based on Tailwind UI
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.
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.
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.
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
Instagram and X Posts
I blended graphics, copywriting, and our brand to create social media posts for Instagram and Twittter.
