Project 1

Smartplay Group

March 2021 - Augast 2023

middle web designer

New verification
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Situation
The product was expanding at East Europe, but thousands users faced difficulties completing the account verification process. The verification flow was confusing, leading to a large number of support requests, which created a significant workload for the support team. This resulted in a poor user experience, causing some users to switch to competitors.

Task
Create a new verification experience that would allow users to verify their accounts by themselves, without needing help from support.

Actions
I did an in-depth analysis of the current user experience and used to data-driven to identify the key pain points in the verification process. In addition, I did market research and collaborated with cross-functional teams to collect the necessary information. After a brainstorming session, I developed an architectural map outlining two potential user flow scenarios and compared their pros and cons, I demonstrated the efficiency of my proposed solution. Once approved, I started designing the new user flow, focusing an intuitive and adaptive interface. Using the Double Diamond methodology, we also revamped the document processing service, which solved the remaining verification issues.

Result
The new verification process reduced the support team’s workload by 70%, and the remaining 30% of issues were fixed by updating the document processing service. We had no support calls in the India market. The new verification flow was successfully launched internationally in 2022 and has given thousands of users a simpler and more user-friendly experience.
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More on Behance ➜
More on Figma ➜

Casino games page
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Situation
‍The business requested a solution to enable multiplayer slot gaming, allowing users to configure 1 to 4 game areas on a single screen.
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‍Task
‍Design a slot game page with adaptive functionality, allowing users to adjust between 1 and 4 game areas on one screen.

Actions
‍I conducted market research on similar solutions and tested their adaptability under various conditions. I gathered requirements from cross-functional teams and organized all necessary materials in a mood board. I identified three key breakpoints and created medium-fidelity wireframes to understand how the game areas would adapt across different screen configurations. After defining the rules for adaptive elements, I created all necessary components and prepared a developer guideline. During the design process, I had an important insight: no similar solutions offered a “slot selection” feature that lets users keep a chosen slot when switching from 4 game areas to fewer. I included this feature in the design and presented the final design to cross-functional teams, gathered feedback, and refined the solution before handing it off for development with a well-structured workspace.
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‍Result
The multiplayer slot game design was successfully implemented, allowing users to seamlessly adjust 1 to 4 game areas on a single screen. The “slot selection” feature was also approved and implemented, adding significant value for users. The project was recently launched (November 27, 2024)

More on Behance ➜‍
More on Figma ➜‍

Login and Registration
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Situation
As the product expanded into a new market, we needed to add new login and registration methods to match different user preferences and regional requirements.
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Task
Redesign the login and registration flows to include the new authentication methods.

Actions
I did thorough research on the latest login and registration methods, analyzing industry trends and user needs. Working with cross-functional teams, we reviewed the technical feasibility of each method. After testing various options, I selected the pop-up as the optimal solution due to its adaptability across different screen sizes. I calculated the ideal window size, considering the UI components, scenarios, and their states. I then designed the visual interface, prepared all necessary components, and developed a guideline for the graphic design team to help them make new banners.

Result
The pop-up login and registration design received 100% positive feedback from users, significantly improving the adaptability of the interface. Additionally, the simplified banner design reduced the graphic design team’s workload by 25%.

Design system
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Situation
‍The company was expanding without a design system or guidelines for web interface development. As a result, many partners we collaborated with provided incomplete UI kits, leading to hundreds of post-launch revisions that consumed significant time and resources.
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‍Task
‍Design and implement a comprehensive design system.

Actions
‍Starting with research into design systems of international companies and learning more about the topic I analyzied the web product and studied its elements, color schemes, and how the components interact with each other. In a presentation to departments, I shared my findings and proposed changes. To fix color conflicts, I selected new shades and tested their interactions in various conditions. I also developed a color guideline for designers and partners, and removed unnecessary styles to simplify the design. My team and I collected all components and built an extensive component library. Then we designed mockups using auto-layouts in Figma to make future changes easier and more efficient.

‍Result
The color scheme was successfully revamped, solving all conflicts. 30% of unnecessary elements were removed. We built a complete component library with clear guidelines, which doubled the design team’s efficiency. Working with new partners became smoother, with no extra questions asked.‍

Poker App
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Situation
‍The company was switching to European gaming software that came with a predefined UI kit, which needed to be recolored to match the company’s brand colors. There was also flexibility to modify or remove certain features.
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‍Task
‍Recolor the application to align with the company’s brand identity.

Actions
‍I reviewed the specifications for web, mobile, and desktop versions, along with mockups and element settings in Photoshop. I then recolored the application to match the brand’s style, selecting the right color shades and adjusting effects for poker tables and backgrounds. I also redesigned the tournament banners for web and desktop versions. Additionally, I created a guideline for the graphic designers and outlined tasks for creating new banners across web, desktop, and mobile platforms. After the launch, I conducted testing and made adjustments based on user feedback.

‍Result
By carefully selecting colors and adding only the necessary accents, we made the product cleaner and more enjoyable, resulting in positive feedback from users.‍

Mission, bonus and tournament cards & banners
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Situation
‍Several designers worked on the project at different times, and due to the lack of specifications, their different ideas led to many inconsistent styles for the same objects.
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‍Task
‍Standardise the styles and create a unified card that meets all requirements.

Actions
‍I gathered all the requirements from different departments about the updates to bonus, mission, and tournament cards and compiled all the variations into a single artboard. I broke them down into individual elements and studied what unites them. After that, I created a prototype that included all the key elements and the new requirements, then tested its adaptability to real and potential conditions using mockup web pages. Once the testing was done, I created a new visual design for the cards and presented it to my colleagues for approval. Afterward, I wrote a task for the graphic design team to produce the needed materials for the cards. I also prepared adaptive components and developed a guideline for both designers and developers.
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‍Result
A single standardized card style that met all requirements and improved the overall UI. The previous tournament banner style was replaced with a simplified, more adaptable version, which allowed the graphic design department to work more efficiently, speeding up the task completion process.‍

Other tasks
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> Improved header with menu and footer.
> Search and filters for slot page.
> Designed the product for other countries.
> Fixed adaptive slot cards and created markers, along with a specification.
> Designed pills and drop-downs with categories.
> Table with statuses for the "Friend Bonus" promotion.
> Landing pages.
> Email letters.
> Transition to the PlayTech gaming platform. Design of the gaming store in the application.
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Lending (NDA)

P2P (NDA)‍