About Legend
Legend is a pioneering online media & technology company creating communities and products that engage and empower over 105 million people every year across iGaming, Sports Betting and Personal Finance. Growing rapidly into more than 550 creative minds, cutting-edge technologists, and industry experts, responsible for developing one of the world’s leading portfolios featuring over 150 brands. During my 2.5 years at Legend I was predominately working on their heritage product casino.org which hosts over 3million players per month.
Key deliverables/ responsibilities
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Lead the rebranding of our heritage product’s mission, vision & value proposition. This was integrated into our strategic goals, OKR’s and roadmap.
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Designed our ten key commercial page templates and ATF’s across the site for all devices. I led the user testing and experimentation pipeline for new features leading to an overall engagement increase of 1.3 - 6.2%.
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Created concept and vision designs for our new membership platform focused on how we could gamify the experience to increase returning users, referrals and retention strategy.
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Created a new sign up journey for our affiliates to decrease the sign up time.
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Redesigned our arcade pages to increase engagement and returning users by 4.2%
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Restructured our old design system and improved our workflows, how we work with plugins and how we set up our org documentation and design files.
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Mentoring and supporting junior designers on the team to ensure high quality.
Creating a new value proposition, mission and vision
When I started the redesign for the homepage for casino.org I realised that key stakeholders had very different perspectives of who we were as a brand and what we were aiming to achieve as an organisation and business.
I started the project by mapping out the different sections and added placeholder copy to visualise the sections we needed alignment on. What I discovered through this exercise was that not only were we going to struggle to write content for these sections but also agree on their intent and placement on the page overall. The need to define who we are as a brand, how we want to be perceived and our general business intents became more and more evident. By looking both from within our organisation and asking our users for answers I managed to identify key areas that needed to be defined.
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Our mission as an organisation and what we tell our users
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Our longterm vision, ambition and strategy
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Our USP and our main product offering
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Our internal values, what we represent as an organisation and what we believe in
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Our external values, what we promise our users
I designed and hosted 2 x 2h workshops, compiled user engagement analysis, user feedback and testing. The output from the sessions can be found below. The output from these sessions were also used to shape our longterm product strategy.
Best in class templates
We were going to migrate our entire site over to an upgraded browser stack which meant that we'd have to recreate all of our pages from scratch. As a part of this we decided to do an audit of all the repeat pages we had across the site so that we could create page templates for them. We managed to categorise these pages into 10 different commercial pages. Once we'd aligned on the key pages we'd design I hosted a couple of workshops to go through the individual pages desired outcomes and improved metrics and potential improvements we'd like to make. After the initial kick offs for all the pages I went away and created the wireframes for all of them mapping out the different features we'd need and the components that we'd need to rank well on google. As a part of this process I also created a new design system for all repeatable components and listed the variants we'd need for different use cases we'd need. To finish it off we went through a mobile validation where we tested all of our main components against our original site and made amends and improvements accordingly.
View all page templates in this figma link
Membership
We needed to update our sign up journey for our membership platform and ensure that we had included all the required GDPR compliances for all our GEO's. In coordination with this we were also going to do a big marketing push for users to sign up to our platform and
Once we commenced with this we quickly realised that the membership platform was in desperate need of a refresh as well. Why we hadn't done it previously was first and foremost because the membership experience was so poor we didn't want anyone to interact with it. But also because we had such a small database of members (20'000 out of 3million). We knew we needed to give the membership portal a drastic facelift to have it operate to a minimal standard.
Features and functionality we decided to include:
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3rd party integration with a games platform selling templated functionality for games to host competitions. I then reskinned all of the games to match our branding and illustrative language.
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Referrals and rewards. I created a rewards section to incentivise users to either leave user reviews or refer their friends through challenging them in a game or sharing their position on a leaderboard.
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Data storage for customisation and personalisation that we could utilise both for offers within the site but predominately for our CRM to be able to send bespoke offers.
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Exclusive offers and partner deals
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Quicker/ enhanced sign up experience
Quick sign up
One of our main metrics we used within the organisation to monitor conversion and good revenue has an acronym FTD (first time deposit). This means that a player on our site finds a casino to play at on our site and decides to sign up to the casino and deposit their first amount. As an organisation we have various revenue models but the one that generates the most is FTD’s. Something we realised through trying to go through the process ourselves on a couple of casinos to deposit a first amount of ten dollars was that the sign up process was a disaster. Not only did it include quite standard verifications such as age, proof of address etc which could be standardised through a third party but they also had the worst experience for uploading files, filling in personal details and the general structure of the process. The worst site we found required 34 steps to successfully deposit your first 20 dollars. This experience would require just above an hour to successfully deposit the amount.
As we quickly realised this was a massive blocker in us improving our FTDs and the overall user experience. I therefore put together a concept design together with one of our engineers discussing how we could decrease the steps but also automate and auto-populate personal details in specific fields for our users through our membership data. These concept designs got picked up by our head of product later that year and is currently going through a tech feasibility assessment.
