VegasSlotsOnline
VegasSlotsOnline (VSO) is an affiliate marketing platform dedicated to online slots and casino gaming. The site features a dual review system for both slots and casinos, combining expert editorial scores with genuine player ratings, alongside exclusive bonus offers and a free-play option — allowing users to try slots directly on-site before visiting a partner casino
My Role
Lead Product Designer, UX, UI, Prototyping, Wireframing, User Research, Stakeholder Management
Who I worked with
CEO, Product Owners, Business Analysts, Engineers, Project Managers, Cross-Functional Leads
Overview
Upon joining the product, visual inconsistencies were prevalent across the site — UI styles varied between pages and assets such as icons, images, and colours lacked cohesion. The core business goal was clear: improve the on-site slot experience and keep users engaged for longer
The Problem
I led cross-functional workshops with stakeholders across each workstream to align on goals and commercial opportunities, resulting in a new design system and modular page templating guidelines to bring consistency across the product. Building on this foundation, a visual uplift was carried out to elevate the brand's look and feel — including HD assets across slot game cards. An improved filtering system was introduced across bonuses, slots, and casino review pages, alongside a new tournaments feature to add a social dimension and keep users engaged on-site for longer.
The Solution
Key Responsibilities as a Senior Product Designer
Led end-to-end design across the product, from initial research and wireframing through to high-fidelity prototypes, user testing and stakeholder-led brainstorming sessions to identify and prioritise improvements
Constructed and maintained a new Figma-based design system for cross-functional team use, aligned to existing brand guidelines
Built and managed a stronger Design and Engineering relationship, embedding the engineering team into the full project process from the outset
Produced detailed handover documents for engineering across all project workstreams
Established a new Design and Commercial workflow, managing expectations across both teams and creating repeatable processes for paid opportunities, CRM assets, and pitch decks
Key Considerations
Respect and align with the product's established branding and digital identity, elevating the experience without alienating the existing loyal user base
Maintain consistent communication across CRM, Commercial, Product, and Engineering teams to keep project goals on track
Learn and adhere to iGaming legislation and terms and conditions requirements within the design process
Balancing commercial partner requirements with a clean, user-friendly design
Accessibility and mobile responsiveness, given the predominantly older user demographic and the need for a clear, frictionless experience across all devices
Homepage
Together, we outline a path forward that’s realistic, strategic, and tailored to your specific needs.
Plan with Purpose
You’re part of the process. We keep communication open and decisions shared—no black boxes or surprises.
Collaborate Openly
When we deliver, it’s not just a finished product—it’s a solution you can trust, backed by real care and effort.
Deliver with Confidence
Hero Area Brand Elevation
The team at VSO were preparing to enter the engineering stage for some of the new pages, which we had elevated (Free Slots and Bonuses). The purpose of the project was to uplift the site's digital platform using new and updated assets, as well as creating a new set of components to beat the industry standard & tackle the asset upload issues at the time (Designs are below).
Reflecting on the new designs which were going into production, as well as the goal of an elevated online presence, I suggested that we should explore new ways to introduce our key information to our users. I understood that changing the site’s key branding style would impact all pages/geo’s, but I believed strongly that we could agree on a new, elevated style to impress our users and get the brand presence the product deserves.
What were we doing at the time?
Across the majority of VSO, they introduced our users to our pages using either a Purple sectioned area or a white scrollable area. I suggested that we could beat the industry standard and our competitors by implementing a new hero style on our site.
We need to be aiming to match the new HD format of our assets, which were in production through the new designs. Block Colour was too safe in the industry, so I was focused on pushing the boundaries to wow our competitors, users, and most importantly, our returning customers, to elevate the product to what I believed it could be.
The proposed design consisted of a noise grain motion component with a subtle animation, formed of VSO’s Black and Green brand colours. The animation has the intent to both complement and lift the content on the page, whilst also giving the impression that the platform is not just a flat design.
This elevation of our branding gave us a new, uplifting look whilst standing out from our competitors. The design is not drawing too much attention from the content, follows our vision for the future of VSO, whilst also not being too much of a drastic change that our users will not recognise the brand.
I also then tested the new designs with the WCAG (Web Content Accessibility Guidelines) standards. The contrast of the white text on both the black and Green areas of the motion graphic passes accessibility standards, which I was comfortable pitching the design knowing our older demographic is covered.