End-to-end journey
End-to-end journey
Building trust and transparency in the first betting experience
Building trust and transparency in the first betting experience
Creating a smoother start for new players
Creating a smoother start for new players
Role
Product Designer
Timeline
6 months
Platform
Mobile App & Desktop
Tools
Figma – flows, wireframes, UI, prototypes
Tableau – funnel performance, conversion rates
FullStory – behaviour analysis, session replays
Project Type
End-to-end discovery → delivery
Collaboration
Product Manager
Product Manager
Frontend Engineers
Frontend Engineers
Marketing
Marketing
Compliance
Compliance
Business Intelligence
Business Intelligence
Product Manager
Product Manager
Frontend Engineers
Frontend Engineers
Marketing
Marketing
Compliance
Compliance
Business Intelligence
Business Intelligence
Collaboration
Product Overview
Product Overview
Product Overview
New customers coming from
marketing landing pages had to
complete three steps to unlock offer
New customers coming from marketing landing pages had to complete three steps to unlock offer
Sign up to unlock an offer available for 30 days.
Make a single minimum deposit of €10/£10.
Place a qualifying bet that meets the promotional requirements.
Problem Statement
Problem Statement
Problem Statement
New customers struggled
to claim their welcome offer
New customers struggled to claim their welcome offer
New customers struggled to claim their welcome offer
Business impact
Business impact
Confusion and frustration
Confusion and frustration
Drop-offs between steps
Drop-offs between steps
Loss of trust in the brand
Loss of trust in the brand
Rising support queries
Rising support queries
Business Goal
Business Goal
Business Goal
Build trust and transparency with customers during their first interaction with the product.
Build trust and transparency with customers during their first interaction with the product.
Constraints
Constraints
Constraints
Constraints & Complexity
Constraints & Complexity
"Explicit eligibility rules are breaking the regulations and the fraud-prevention policies."
Compliance
Compliance
Compliance
"Changes across diverse betting flow parts are too complex."
Frontend Engineers
Frontend Engineers
Frontend Engineers
"Modifying landing pages takes too much time due to one per campaign."
Marketing
Marketing
Marketing
Aligning and approving multiple stakeholders creates excessive complexity across teams.
Cross-Teams
Cross-Teams
Cross-Teams
Design Challenge
Design Challenge
Design Challenge
How might we…
How might we…
guide new customers through claiming their welcome offer,
in a way that feels transparent, trustworthy, and simple, while staying fully compliant with regulations?
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Customer Support Queries
+32%
of customer support tickets involve bonus disputes like ineligible bets.
Customer Support Queries
+32%
of customer support tickets involve bonus disputes like ineligible bets.
Data-Driven
Customer Satisfaction
Bet Disqualified
"I followed all steps but didn't get my offer—they told me my bet wasn't qualified, yet terms never specified which bets qualify."
Deposit Disqualified
"There was nothing clear or transparent during deposit to say this wouldn’t qualify."
Customer Satisfaction
Bet Disqualified
"I followed all steps but didn't get my offer—they told me my bet wasn't qualified, yet terms never specified which bets qualify."
Deposit Disqualified
"There was nothing clear or transparent during deposit to say this wouldn’t qualify."
Drop-Off
~50%
of customers who registered didn't deposit on the first day.
Drop-Off
~50%
of customers who registered didn't deposit on the first day.
*Illustrative data only—real metrics anonymized for portfolio.
Customer Satisfaction
Bet Disqualified
"I followed all steps but didn't get my offer—they told me my bet wasn't qualified, yet terms never specified which bets qualify."
Deposit Disqualified
"There was nothing clear or transparent during deposit to say this wouldn’t qualify."
Customer Support Queries
~32%
of customer support tickets involve bonus disputes like ineligible bets.
Customer Support Queries
~32%
of customer support tickets involve bonus disputes like ineligible bets.
Drop-Off
~50%
of customers who registered didn't deposit on the first day.
Drop-Off
~50%
of customers who registered didn't deposit on the first day.
Customer Satisfaction
Bet Disqualified
"I followed all steps but didn't get my offer—they told me my bet wasn't qualified, yet terms never specified which bets qualify."
Deposit Disqualified
"There was nothing clear or transparent during deposit to say this wouldn’t qualify."
Customer Satisfaction
Bet Disqualified
"I followed all steps but didn't get my offer—they told me my bet wasn't qualified, yet terms never specified which bets qualify."
Deposit Disqualified
"There was nothing clear or transparent during deposit to say this wouldn’t qualify."
Customer Support Queries
~32%
of customer support tickets involve bonus disputes like ineligible bets.
Customer Support Queries
~32%
of customer support tickets involve bonus disputes like ineligible bets.
*Illustrative data only—real metrics anonymized for portfolio.
Data-Driven
Drop-Off
~50%
of customers who registered didn't deposit on the first day.
Drop-Off
~50%
of customers who registered didn't deposit on the first day.
Data-Driven
Data-Driven
Data-Driven
Data-Driven
Discovery
1. User Journey Mapping
Awareness → Conversion friction insights
2. Competitor Analysis
Understanding the industry baseline
3. A/B Testing & Quick Wins
Validating ideas before making big decisions
I mapped the early funnel to understand how users move from discovering the brand to placing their first bet. Alongside stakeholder sessions and past user interviews, I also reviewed FullStory sessions to validate and strengthen the mapped user journey.
Awareness: Discovery of the brand and offer
Consideration: Users look for key features and try to understand if the product is worth their time
Activation: Registration
Conversion: Deposit + Bet
Key insights
The biggest drop-off happened between Activation and Conversion, and mapping this journey helped align all teams on the root causes and the need to improve the onboarding experience.
Users expected to see the offer again after landing on the product
The deposit step created uncertainty and hesitation
Trust was fragile in the first minutes of interaction
1. User Journey Mapping
Awareness → Conversion friction insights
2. Competitor Analysis
Understanding the industry baseline
3. A/B Testing & Quick Wins
Validating ideas before making big decisions
I mapped the early funnel to understand how users move from discovering the brand to placing their first bet. Alongside stakeholder sessions and past user interviews, I also reviewed FullStory sessions to validate and strengthen the mapped user journey.
Awareness: Discovery of the brand and offer
Consideration: Users look for key features and try to understand if the product is worth their time
Activation: Registration
Conversion: Deposit + Bet
Key insights
The biggest drop-off happened between Activation and Conversion, and mapping this journey helped align all teams on the root causes and the need to improve the onboarding experience.
Users expected to see the offer again after landing on the product
The deposit step created uncertainty and hesitation
Trust was fragile in the first minutes of interaction
1. User Journey Mapping
Awareness → Conversion friction insights
2. Competitor Analysis
Understanding the industry baseline
3. A/B Testing & Quick Wins
Validating ideas before making big decisions
I mapped the early funnel to understand how users move from discovering the brand to placing their first bet. Alongside stakeholder sessions and past user interviews, I also reviewed FullStory sessions to validate and strengthen the mapped user journey.
Awareness: Discovery of the brand and offer
Consideration: Users look for key features and try to understand if the product is worth their time
Activation: Registration
Conversion: Deposit + Bet
Key insights
The biggest drop-off happened between Activation and Conversion, and mapping this journey helped align all teams on the root causes and the need to improve the onboarding experience.
Users expected to see the offer again after landing on the product
The deposit step created uncertainty and hesitation
Trust was fragile in the first minutes of interaction
Early direction & wireframes
After wireframing the end‑to‑end journey, I presented this first concept to the main stakeholders, which helped demonstrate how much we could improve customer trust and transparency.
Filter by category & time
Starbucks
Food & Drinks
May 22
-$6.80
Netflix
Entertainment
May 19
-$13.99
May salary
Income
May 18
+$2,800.00
Steam
Entertainment
May 11
-$7.80
Mary Smith
Female
In college
Saving memory
How do I start investing?
Great question! 👋
To start investing, it's best to begin with these 3 simple steps:
1. Understand your goals – Are you saving for a house, a holiday, or long-term wealth….
How should I split my income?
Ask anything
Filter by category & time
Starbucks
Food & Drinks
May 22
-$6.80
Netflix
Entertainment
May 19
-$13.99
May salary
Income
May 18
+$2,800.00
Steam
Entertainment
May 11
-$7.80
Mary Smith
Female
In college
Saving memory
How do I start investing?
Great question! 👋
To start investing, it's best to begin with these 3 simple steps:
1. Understand your goals – Are you saving for a house, a holiday, or long-term wealth….
How should I split my income?
Ask anything
Filter by category & time
Starbucks
Food & Drinks
May 22
-$6.80
Netflix
Entertainment
May 19
-$13.99
May salary
Income
May 18
+$2,800.00
Steam
Entertainment
May 11
-$7.80
Mary Smith
Female
In college
Saving memory
How do I start investing?
Great question! 👋
To start investing, it's best to begin with these 3 simple steps:
1. Understand your goals – Are you saving for a house, a holiday, or long-term wealth….
How should I split my income?
Ask anything
Stakeholder feedback and concerns
After wireframing the end‑to‑end journey, I presented the concept to the main stakeholders to show how much we could improve customer trust and transparency. This got them excited about making the project happen, but they also raised a few concerns:
Solution and delivery plan
To address these concerns, I worked closely with each stakeholder, refining the flow until we were all on the same page and decided to split the project into three delivery phases — easier to build, easier to validate, and safer from a compliance point of view.
1. Progress Tracker
Simple tracker showing each step
1. Progress Tracker
Simple tracker showing each step
1. Progress Tracker
Simple tracker showing each step
2. Deposit & Onboarding
Deposit signposting + bet celebration and offer reveal
2. Deposit & Onboarding
Deposit signposting + bet celebration and offer reveal
2. Deposit & Onboarding
Deposit signposting + bet celebration and offer reveal
3. Qualified Betting
Signposting for qualified betting (upcoming)
3. Qualified Betting
Signposting for qualified betting (upcoming)
3. Qualified Betting
Signposting for qualified betting (upcoming)
Phase 1
Signup
Set clear expectations from the start so customers understand the offer, feel in control, and trust the journey.
Phase 2
Deposit
Show which deposit methods qualify for the offer so customers feel safe and confident to add funds.
Phase 3
Bet
Signpost qualified bets and show when the offer is available so customers don’t feel confused or misled.
Connect your accounts
Search....
Solvex Capital
Singapore
Aerolith Dynamics
Singapore
HelixForge Industries
United States
Verdant Axis
Singapore
Solvex Capital
United States
Aerolith Dynamics
Netherlands
HelixForge Industries
Singapore
Connect your accounts
Search....
Solvex Capital
Singapore
Aerolith Dynamics
Singapore
HelixForge Industries
United States
Verdant Axis
Singapore
Solvex Capital
United States
Aerolith Dynamics
Netherlands
HelixForge Industries
Singapore
Connect your accounts
Search....
Solvex Capital
Singapore
Aerolith Dynamics
Singapore
HelixForge Industries
United States
Verdant Axis
Singapore
Solvex Capital
United States
Aerolith Dynamics
Netherlands
HelixForge Industries
Singapore
Connect your accounts
Search....
Solvex Capital
Singapore
Aerolith Dynamics
Singapore
HelixForge Industries
United States
Verdant Axis
Singapore
Solvex Capital
United States
Aerolith Dynamics
Netherlands
HelixForge Industries
Singapore
Step 1
Connect accounts
Securely link your bank accounts and get a full, up-to-date view of your finances.
Transactions
All
Yesterday
Last week
Last month
Today
Beanwave Coffee
Food & Drinks
-$6.80
MetroCab
Transport
-$9.00
Tutoring
Income
+$2,800.00
Yesterday
FlickPop Cinema
Entertainment
-$13.99
QuickEats Hawker
Food & Drinks
-$45.60
Loopie Clothing
Shopping
-$12.90
Food & Drinks
Transport
Shopping
Bills & Utilities
Entertainment
Income
Others
Transactions
All
Yesterday
Last week
Last month
Today
Beanwave Coffee
Food & Drinks
-$6.80
MetroCab
Transport
-$9.00
Tutoring
Income
+$2,800.00
Yesterday
FlickPop Cinema
Entertainment
-$13.99
QuickEats Hawker
Food & Drinks
-$45.60
Loopie Clothing
Shopping
-$12.90
Food & Drinks
Transport
Shopping
Bills & Utilities
Entertainment
Income
Others
Step 2
Track easily
Nova automatically organises everything into categories without any manual work.
How do I start investing?
How should I split my income?
Ask anything
How do I start investing?
How should I split my income?
Ask anything
Step 3
Personalized tips
Get smart insights based on your habits to help you save and make confident decisions.
Final considerations
Since this was a regulated product, not all users were eligible for offers, and accounts created from duplicated IPs couldn’t receive bonuses. Bonus abuse patterns also needed to be managed without revealing internal logic.
To stay compliant while maintaining user trust, we avoided showing onboarding signposting to users who already had an account and didn’t explicitly say they were disqualified due to duplicated IPs. Instead, they were gently guided to log in, preventing misuse without causing frustration. Tracking and eligibility rules ran quietly in the background, allowing us to deliver a fair, secure, and seamless experience.
Results & Impact
After delivery and analysis, we observed strong positive outcomes (though specific metrics can’t be disclosed). The project led to measurable improvements including:
Reduced user confusion and frustration
Lower drop-offs between onboarding steps
Strengthened trust and confidence in the brand
Decreased pressure on support teams through clearer user flows
Reflection
What worked well
Breaking a complex problem into small, deliverable phases
Using prototypes to align stakeholders early
Strong collaboration with compliance and engineering
What I would improve
Involve compliance earlier during discovery
Validate technical feasibility sooner
Explore pre-qualification before account creation
What worked well
Breaking a complex problem into small, deliverable phases
Using prototypes to align stakeholders early
Strong collaboration with compliance and engineering
What I would improve
Involve compliance earlier during discovery
Validate technical feasibility sooner
Explore pre-qualification before account creation