Reward Club
One smart hub to join, track, and claim weekly promos
Reward Club
One smart hub to join, track, and claim weekly promos
Reward Club
One smart hub to join, track, and claim weekly promos
The Product
A New Promo Uncovered Bigger Problems
Free Bet Club and Esport Club were simple weekly deals: stake £25 on sports multiples during the week, get £10 in Free Bets on Monday. Then came Casino Club, same weekly cadence, but with a more layered reward structure and a deposit requirement. I was brought in to design it from scratch. But to do that right, I had to understand how the existing promos actually worked. So I mapped the journey, from login to reward, to understand what was really going on.
The Product
A New Promo Uncovered Bigger Problems
Free Bet Club and Esport Club were simple weekly deals: stake £25 on sports multiples during the week, get £10 in Free Bets on Monday. Then came Casino Club, same weekly cadence, but with a more layered reward structure and a deposit requirement. I was brought in to design it from scratch. But to do that right, I had to understand how the existing promos actually worked. So I mapped the journey, from login to reward, to understand what was really going on.
The Product
A New Promo Uncovered Bigger Problems
Free Bet Club and Esport Club were simple weekly deals: stake £25 on sports multiples during the week, get £10 in Free Bets on Monday. Then came Casino Club, same weekly cadence, but with a more layered reward structure and a deposit requirement. I was brought in to design it from scratch. But to do that right, I had to understand how the existing promos actually worked. So I mapped the journey, from login to reward, to understand what was really going on.
The People
Who was calling the shots and who was left confused.
Stakeholders assumed the promos were fine. Players couldn’t find them, understand them, or track them. Everyone thought their part was done. The reality? A Frankenstein experience that needed rewiring.
The People
Who was calling the shots and who was left confused.
Stakeholders assumed the promos were fine. Players couldn’t find them, understand them, or track them. Everyone thought their part was done. The reality? A Frankenstein experience that needed rewiring.
The People
Who was calling the shots and who was left confused.
Stakeholders assumed the promos were fine. Players couldn’t find them, understand them, or track them. Everyone thought their part was done. The reality? A Frankenstein experience that needed rewiring.
Goals
The Job, on Paper
Here’s what was officially on the to-do list. Spoiler: it grew.
Design Casino Club with fresh branding and tiered rewards
Update Free Bet and Esport Clubs to match
Make it easier for players to join, track, and claim
Reduce promo-related support tickets
Encourage players to bet across Sports, Esports, and Casino
Goals
The Job, on Paper
Here’s what was officially on the to-do list. Spoiler: it grew.
Design Casino Club with fresh branding and tiered rewards
Update Free Bet and Esport Clubs to match
Make it easier for players to join, track, and claim
Reduce promo-related support tickets
Encourage players to bet across Sports, Esports, and Casino
Goals
The Job, on Paper
Here’s what was officially on the to-do list. Spoiler: it grew.
Design Casino Club with fresh branding and tiered rewards
Update Free Bet and Esport Clubs to match
Make it easier for players to join, track, and claim
Reduce promo-related support tickets
Encourage players to bet across Sports, Esports, and Casino
The Problem
Same But Different
Casino Club wasn’t just another weekly promo, it came with strings. Players had to deposit £20 or more and reach certain play thresholds to unlock tiered rewards. The more they played, the better the prize. That complexity meant more states, more rules, and way more places for players to get confused. The old system couldn’t support it. I had to map out every combo of deposit and play amount just to understand how the logic could work and how to simplify it.
The Problem
Same But Different
Naffy is a digital storefront for creators: think: "What if Shopify had a baby with Stanstore and that baby listened to creators for once?" As they plotted global domination (read: launching in the UK and US), they realized their website felt more "early internet" than "early adopter." That’s where I came in.
The Problem
Same But Different
Casino Club wasn’t just another weekly promo, it came with strings. Players had to deposit £20 or more and reach certain play thresholds to unlock tiered rewards. The more they played, the better the prize. That complexity meant more states, more rules, and way more places for players to get confused. The old system couldn’t support it. I had to map out every combo of deposit and play amount just to understand how the logic could work and how to simplify it.
Discovery
Scattered Promos, Confused Players
Audits, interviews, workshops and a player survey showed the same mess: scattered touchpoints, mixed messages, and zero clarity. Most users didn’t even know the existing promos were there. The ones who did? Confused about how to join, qualify and when and how they could claim they rewards
Discovery
Scattered Promos, Confused Players
Audits, interviews, workshops and a player survey showed the same mess: scattered touchpoints, mixed messages, and zero clarity. Most users didn’t even know the existing promos were there. The ones who did? Confused about how to join, qualify and when and how they could claim they rewards
Discovery
Scattered Promos, Confused Players
Audits, interviews, workshops and a player survey showed the same mess: scattered touchpoints, mixed messages, and zero clarity. Most users didn’t even know the existing promos were there. The ones who did? Confused about how to join, qualify and when and how they could claim they rewards
To design what’s next
I had to dig into
what players missed
and teams never saw
To design what’s next
I had to dig into
what players missed
and teams never saw
To design what’s next
I had to dig into
what players missed
and teams never saw
The Solution
Solving One Promo Meant Rethinking Them All
Casino Club came with new mechanics, tiers, deposits and more complexity. But instead of patching it in, I stepped back. What if we designed a system that handled every promo, no matter the rules? That meant rethinking logic, flows, states, and structure then scaling it across clubs. This is how we did it.
The Solution
Solving One Promo Meant Rethinking Them All
Casino Club came with new mechanics, tiers, deposits and more complexity. But instead of patching it in, I stepped back. What if we designed a system that handled every promo, no matter the rules? That meant rethinking logic, flows, states, and structure then scaling it across clubs. This is how we did it.
The Solution
Solving One Promo Meant Rethinking Them All
Casino Club came with new mechanics, tiers, deposits and more complexity. But instead of patching it in, I stepped back. What if we designed a system that handled every promo, no matter the rules? That meant rethinking logic, flows, states, and structure then scaling it across clubs. This is how we did it.
Flow Built Around Real Scenarios
I started with the flow I’d mapped for the existing promos, then layered in the new Casino Club complexity including deposit checks, tiered rewards, and more user states. The result? A single flow that matched every scenario with the right message and CTA. No fluff. No guessing.
Flow Built Around Real Scenarios
I started with the flow I’d mapped for the existing promos, then layered in the new Casino Club complexity including deposit checks, tiered rewards, and more user states. The result? A single flow that matched every scenario with the right message and CTA. No fluff. No guessing.
Flow Built Around Real Scenarios
I started with the flow I’d mapped for the existing promos, then layered in the new Casino Club complexity including deposit checks, tiered rewards, and more user states. The result? A single flow that matched every scenario with the right message and CTA. No fluff. No guessing.
Once the Casino Club flow was nailed, I reused it across the other promos stripping out the extras like deposits and tiers, but keeping the same logic: relevant status, clear progress, and one action per state.
Once the Casino Club flow was nailed, I reused it across the other promos stripping out the extras like deposits and tiers, but keeping the same logic: relevant status, clear progress, and one action per state.
Once the Casino Club flow was nailed, I reused it across the other promos stripping out the extras like deposits and tiers, but keeping the same logic: relevant status, clear progress, and one action per state.
UX Logic That Scaled
We didn’t just trust our gut, we tested it. We ran multiple rounds with real users, putting high-fidelity mockups through their paces. Different layouts, trackers, and progress cues until we found the combo that made players say, “Ah, got it.” Clarity wasn’t optional. It was the whole point.
UX Logic That Scaled
We didn’t just trust our gut, we tested it. We ran multiple rounds with real users, putting high-fidelity mockups through their paces. Different layouts, trackers, and progress cues until we found the combo that made players say, “Ah, got it.” Clarity wasn’t optional. It was the whole point.
UX Logic That Scaled
We didn’t just trust our gut, we tested it. We ran multiple rounds with real users, putting high-fidelity mockups through their paces. Different layouts, trackers, and progress cues until we found the combo that made players say, “Ah, got it.” Clarity wasn’t optional. It was the whole point.
Testing & Iteration
We didn’t just assume players would get it—we asked them. Multiple testing rounds helped refine flows and language. Players instantly understood how to join, where they stood, and what to expect. Turns out, color-coded states and a clear sense of progress go a long way.
Testing & Iteration
We didn’t just assume players would get it—we asked them. Multiple testing rounds helped refine flows and language. Players instantly understood how to join, where they stood, and what to expect. Turns out, color-coded states and a clear sense of progress go a long way.
Testing & Iteration
We didn’t just assume players would get it—we asked them. Multiple testing rounds helped refine flows and language. Players instantly understood how to join, where they stood, and what to expect. Turns out, color-coded states and a clear sense of progress go a long way.
High Fidelity
Once the logic clicked and the tests checked out, it was time for the glow-up. I brought each club to life with scalable components, consistent where it mattered, distinct where it counted. Clean layout, sharp visuals, and just enough swagger to make joining feel like a win already.
High Fidelity
Once the logic clicked and the tests checked out, it was time for the glow-up. I brought each club to life with scalable components, consistent where it mattered, distinct where it counted. Clean layout, sharp visuals, and just enough swagger to make joining feel like a win already.
High Fidelity
Once the logic clicked and the tests checked out, it was time for the glow-up. I brought each club to life with scalable components, consistent where it mattered, distinct where it counted. Clean layout, sharp visuals, and just enough swagger to make joining feel like a win already.
The Hub
Nobody asked for it. But once I mapped the mess, it was obvious: we needed a home for all of them. Enter: the Rewards Hub. One space to join, track, and actually understand every weekly offer. Unified logic. Club-specific flair. And a dashboard that makes sense at a glance.
The Hub
Nobody asked for it. But once I mapped the mess, it was obvious: we needed a home for all of them. Enter: the Rewards Hub. One space to join, track, and actually understand every weekly offer. Unified logic. Club-specific flair. And a dashboard that makes sense at a glance.
The Hub
Nobody asked for it. But once I mapped the mess, it was obvious: we needed a home for all of them. Enter: the Rewards Hub. One space to join, track, and actually understand every weekly offer. Unified logic. Club-specific flair. And a dashboard that makes sense at a glance.
The Outcome
Signals Are Strong
The site hasn’t launched, but we tested early and often. Between feedback sessions and quick surveys, we saw big shifts in how creators understood and trusted the product. These aren't vanity numbers, they're a sign the redesign is actually doing what it’s supposed to.
Esport to Casino
Increase in Esport players trying Casino
Sports to Esport
Increase in cross-play from Sports to Esport
Casino to Other Verticals
Increase in Casino players exploring other categories
Prize Redemptions
Increase in claimed promo rewards
Promo Understanding
Increase in users understanding how promos worked
Support Tickets
Decrease in support requests about promotions
