A unified design system powering the casino, sportsbook, and player portal
experiences across multiple whitelabel brands.
All-in-One Betting Platform
Role:
Lead Designer
Period:
2021-current
Problem
The iGaming ecosystem is notoriously fragmented, with Casino, Sportsbook, and Player systems operating in silos. Our challenge was to unify these verticals under one scalable architecture.
We needed a framework that enables rapid deployment for new White Label partners while allowing each operator to maintain a distinct brand identity - all without accumulating endless design debt.
Instead of designing bespoke interfaces for every client, we engineered a comprehensive design language. This modular approach allowed our team to launch and maintain dozens of unique brands with velocity and consistency.
How we've built it
We shifted from a page-based mindset to a system-based strategy.
By leveraging advanced tokenisation we drastically reduced manual
overhead. This structure empowers designers to control global theming -
fonts, colors, spacing and radius, across the entire product suite from
a single source of truth, cutting customisation time by 60%.
Tokens &
Variables
grays
backgrounds
event-primary
Component Library
A multi-tiered library designed for scale. We separated 'Base Components' (logic)
from 'Brand Themes' (styling), ensuring that core UX improvements propagate
instantly to all clients, while visual customisation remains isolated and safe.
Variants & Booleans
Optimising the component architecture was key to performance. We audited and consolidated hundreds of legacy
elements into smart, variant-driven components. This reduced file sizes and cognitive load for the team,
making the onboarding of new designers significantly faster.
Core Products
All that work allowed us to build unified ecosystem comprising three robust verticals with each product engineered to function independently while sharing a common design DNA for seamless integration.
Sportsbook
The flagship product of the suite. Designed to handle
high-volume traffic and rapid market fluctuations,
providing a stable yet engaging experience.
Desktop Sidebar
Player Markets per Tournament
Sportsbook Lobby
Boosted Market per Specific Event
Soccer - Lobby
Event Quick View
Group Stage Table
Outright Market Template
Market Template Variation
Soccer - Event View
Soccer - League View
Multifunctional In-Game Navigation Bar
Casino
The entertainment hub of the suite. Designed to structure thousands of games and rich media assets
into a clean architecture, ensuring easy discovery without overwhelming the user.
Casino Lobby
Hot & Cold Category
Game Info Pop Up
Live Game Thumbnail
Jackpot Cards Category
Casino Lobby - Mobile
Platform
The central command for the user. Designed to unify the single-wallet system,
bonuses, and responsible gaming tools, providing a consistent identity
and experience independent of the game played..
My Profile
Cashflow Summary
My Offers - All
Registration Step
Bonus History Card
My Offers - Open
Burger Menu
Pop Up Variants
Payment History
Self Limits Page
We decoupled structure from style, creating a theming engine that allows us to launch unique partner brands in minutes.
This architecture reduced onboarding costs and eliminated design debt, allowing us to create 30+ themes and support 15+ live clients with unique branding.
White-Label Scalability
Key Results:
This architecture reduced onboarding costs and eliminated design debt, allowing us to create 30+ themes and support 15+ live clients with unique branding.
Impact & Result
Faster Onboarding: Reduced the initial design and onboarding time for new white-label from 2 weeks to roughly 3 days. ( ~70% )
Scalable Output: Enabled a team of 4 designers /per product/ to support 15+ active brands simultaneously without quality degradation.
Code Parity: Achieved 90% alignment between Figma components and the React frontend library, drastically reducing QA cycles.
This project changed our workflow from 'pixel-pushing' to 'system-management.' By solving the architectural challenges upfront, we freed the design team to focus on feature innovation rather than repetitive theming tasks and customisation tasks.
*For sticking to the end, you get to see where we started from. But remember - we were all juniors once …
Next Project
Focus:
User Experience
UI Patterns
Conversion Optimization
Optimized the core betting experience improving clarity,
conversion, and user confidence across brands.
Betslip - Sportsbook
Core Betting Flow