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I have a bigger documentation of this project. Please note that this is just an overview, if you would like to see more, please let me know.

UX  | UI | Design system | Brand | Product
Posted: 02/04/2021 - 4 minutes read


The Intro

As B2B and B2C type company we've been looking at how to improve our B2B platform.


Our goals were:


Create a centralised and automated design system that will support 12+ casino brands


Make the system scalable and ready for future updates
Same Height Control


Build a pipeline between - design and development


Start design thinking across the company
From back-end to front-end
Interaction Design

I worked on interaction design of the platform for over four years. I knew every aspect and every screen. 

I was the go-to person for colleges seeking assistance with finding, adding, or removing features. I participated in numerous projects, collaborating with Product Managers, UX Researchers, and Marketing teams.

The user management panel

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Our framework constituted a complex system enabling users to top up and withdraw money. It resembled a banking application but included additional features such as games and gamification.

The Sketch file itself comprised over 250 unique screens along with Variants and messages. To navigate such an environment effectively, I developed procedures, workflows, and commit strategies.

Building the process
The Pipeline

The platform hosted 12 casino brands, each with its separate template. However, by implementing my master template system, we streamlined our workflow, only needing to modify the master file.

I collaborated closely with the Head of Front End Development to enhance our workflow. Together, we developed a Sketch plugin capable of exporting the entire template seamlessly in one go.

00 Diagram

Pipeline - diagram

This innovative tool not only exported the layout but also captured crucial elements such as colors, fonts, and assets, ensuring consistency and efficiency throughout our design process. Our collaboration significantly streamlined the transition from design to development, empowering our team to deliver high-quality products with greater speed and precision.

The master template
Design System

I created master template. All templates were auto-populated (via plugin) with the features that I’ve added to Slingo.  

Heading content
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I established strict text styles and colour hierarchy.

02 dark-light

Each brand had dark and light modes.

I built a custom design-lingo inside the sketch file.

That way, components could be easily created by other designers. The design elements were easy to set up and understand.

06 lingo

Brand guidelines

Guidelines for other designers were an integral part of my job. I created a main document with all the rules and measures.

Page examples illustrating documentation for our internal guidelines serve as invaluable resources within our team. These meticulously crafted documents offer detailed insights into our established protocols, best practices, and design principles.


Framework in action

The gallery
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The Outcome
Successful Business Impact:

The implementation of the design system and framework proved to be a significant success from a business perspective. Notably, there was a remarkable improvement in loading times, with speeds increasing by fourfold. This enhancement undoubtedly contributed to enhanced user experiences and satisfaction.

Enhanced User Satisfaction:

Users expressed high levels of satisfaction with the system, particularly due to the notably faster access to our products. The optimization of loading times directly translated into improved user experiences, demonstrating the system's effectiveness in meeting user needs and expectations.

Valuable Portfolio Asset:

The system emerged as a substantial asset within the company's portfolio. Its demonstrated success in improving loading times, enhancing user satisfaction, and enabling rapid brand creation underscores its strategic importance and value within the organization's offerings.

Recent 2019-2023




HDC the computer game

"I crafted the brand and GUI for Heavy Duty Challenge game, ensuring a seamless user experience through rigorous testing and UX refinement."



Internet Raffles

"I led the creation of an innovative internet competition platform, establishing design systems, UI, and UX."


Older works

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UX | UI | 2016

Lottery Syndicates App

"I directed the research and design of a green-field syndicate lottery app, overseeing the entire process from initial research to MVP design."


UX | UI | 2018


"I conducted research and designed gamification features across our company's product portfolio, collaborating with cross-functional teams."




UX | UI | 2019

B2B & B2C Platform Design

thumb boom

UI | UX | 2018

Slingo Boom Game

thumb pirate

UI | UX | 2015

Pirate Plunder

thumb zoony

UX | UI | 2013

Zoony Match

thumb balmball

UI | UX | 2009



experimental | etc. 


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