Complex bonus activation logic decreases deposit conversion and overloads customer support.
Make the bonus interaction process simple, transparent, and intuitive.
The first task was to analyze the bonus activation logic on the market, specifically:
• How is the sequence of steps for receiving a bonus structured?
• How does a player learn that a bonus is available for activation?
Result: Identified key competitor patterns and assessed their impact on the user's decision-making speed. Based on these insights, proceeded to design the optimal interface.
What was done
Mobile optimization
Reduced card size by 3 times, allowing more content to fit on a single screen and speeding up bonus scanning.
Gamification and statuses
Implemented "smart" cards. Active bonuses are highlighted in color, while locked ones are converted to black and white, making progress intuitively clear.
Navigation and filtering
Replaced the horizontal tab slider with a grid layout for quick switching. Added a "Available Today" filter and category badges (Live / Casino), reducing the time needed to find the right offer.
Welcome funnel
Added large numbering to welcome bonus cards. This simplified the perception of the deposit sequence.
User flow optimization
Removed an obscure button that led to a third-party page and hurt conversion.
Performance
Replaced heavy graphics and gradients with clean code, significantly speeding up page load times.
Support load reduction
Significantly decreased the number of tech support tickets regarding bonus rules and availability.
Unpolished payment logic for saved cards.
Eliminate logical barriers when paying with a saved card to increase successful transactions.
Before starting the design, I conducted a comprehensive research of the current flow, splitting it into two stages:
Studied user session recordings to thoroughly analyze their actual behavior within the deposit modal. The focus was on identifying barriers, errors, and recurring negative patterns that hurt conversion.
Conducted interviews with the PSP (Payment Service Providers) management team and analyzed traffic distribution across various payment methods.
Result: Formed a prioritized list of UX issues based on actual player behavior and business team insights, which served as the foundation for the upcoming redesign requirements.
What was done
Focus on what matters
Removed the currency selection dropdown from the deposit modal, moving this functionality to the player's Personal Account.
Method prioritization
Replaced the bulky payment system dropdown with a compact grid layout. Now, the TOP 3 popular methods are displayed on screen, while the rest (including cryptocurrency) are hidden under a "Show more" button.
Card management
Completely overhauled the interface for displaying saved payment methods and the logic for adding new cards within a single screen (inside the current flow).
Safety first
Implemented a confirmation pop-up when attempting to delete a saved card to prevent accidental loss of user payment data.
Compactness
Reduced the dimensions of the modal window by approximately 10%, making the interface cleaner, more balanced, and easier to process.
Full redesign
Conducted a complete redesign of the cashier modal window in accordance with the updated visual style and design system of the project.
Noticing that there is no single market standard for displaying currencies (symbol before or after the amount), I took the initiative and launched a deep interface localization process tailored to the company's target regions (GEOs).
Conducted a comprehensive analysis of the TOP 3 competing platforms in each of our active GEOs. Focused on cultural nuances of number perception and local financial habits of players. Discovered critical variations in how amounts are formatted across different markets — from currency symbol placement to the use of separators (dots/commas for thousands). Gathered insights, formulated a product proposal, and initiated a meeting with cross-functional teams. We discussed the platform's technical capabilities, current content architecture, and estimated the resources required to implement the changes.
What was done
Boosting brand trust
The platform's interface will become more native and familiar to players from specific regions, reducing cognitive load during transactions.
Phased rollout
A portion of the priority changes regarding the adaptation of currency standards has already been successfully deployed on the company's current projects.
Future scaling
The remaining findings and localization requirements were documented in the design system and officially approved as a standard for developing all future products.