Redesigning the 32Red player experience
My Role — Brand application, UI design, Prototyping, Journey mapping, Stakeholder managment
Impact
+9,000
Active customers
+10%
Overall CSAT
+5%
Casino NPS
Introduction
As a product designer known for my collaborative approach, working alone on this project was a strategic choice to ensure focused, uninterrupted progress on a complex design challenge. I was able to navigate the delivery process by building good relationships with the stakeholders and adapting to iterative change. My in-dept knowledge of our design system allowed me to adapt existing design patterns and add custom components when justified.
Navigation
Using our existing data and insights allowed me to utilise best practice IA and journey mapping, while maintaining a look and feel that is empathetic to the brand guidelines.
Using the main menu to find a product
Using the account menu to find responsible gaming tools
Cashier
The 32 Red Stakeholders were keen for the cashier experience to be as seamless as possible. I created a dropdown style menu that allows the user to deposit or withdraw money without leaving the core experience.
Using the cashier to make a withdrawal
Using the cashier to make a deposit
Notifications
The notification centre enables the commercial team to send automated messaging to the customer, to inform them of any promotions of rewards they may be eligible for. This feature opens an overlay allowing the user to quickly sort, action and delete thier notifications.
Opening the notification centre
Navigation the notification centre
In game experience
Our customers expect a fast and seamless experience. In order to present the user with minimum distractions — I added a ‘nano cashier’ that can be opened and closed easily, in the event the user wants to top-up their funds.
Opening and closing a game
Making a ‘quick deposit’, while playing a game
Desktop
I designed 32 Red to be ‘mobile first’ (around 80% of our customers). The desktop version is able to take advantage of additional real estate provided by larger screens. At the same time — the responsive behaviour needed to be economical and utilise the mobile solution, wherever possible.
Navigation — main menu
Navigation — account menu
Notifications
Cashier
Migration to momentum
The successful redesign and migration of 32Red UK to our new platform has been a great example of what strong cross-functional collaboration can achieve. Working closely across design, engineering, product, and marketing, we’ve moved from a challenging migration to a stable and scalable foundation. Along the way, we’ve seen some exciting outcomes — including a big jump in app activity, from around 5,000 users in March to over 14,000 in May — thanks to iterative product development and expansion to Android. We’ve gone from early volatility to real clarity, with insights now shaping not just 32Red UK, but future launches like 32Red Romania. Most importantly, this phase has shown how well we can learn and adapt together. We've protected performance, delivered a better experience, and now we’re in a great position to keep improving and unlock even more value going forward.