Boosting Bonus Claims by 18% and First-Time Deposit Completion by 14%
CASINO APP | UX/UI DESIGN
Role: Senior Product Designer | Impact: +18% Bonus Claims, +14% FTD Completion
How can we help first-time users feel confident, informed, and excited when making their initial deposit?
THE CHALLENGE
For new users, making their first deposit is a critical moment that directly impacts retention.
However, data revealed that many users struggled with claiming their sign-up bonus, leading to frustration, support overhead, and drop-offs.
We saw an opportunity to simplify the First-Time Deposit (FTD) journey, ensuring clarity, trust, and a seamless transition from sign-up to deposit.
STRATEGY & APPROACH
I led a cross-functional effort to redesign the FTD experience to drive business growth and improve retention.
This involved:
User Research & Data Analysis – Audited customer support data, uncovering a 35% volume in bonus-related support cases.
Collaborative Redesign – Facilitated workshops with stakeholders, aligning design, compliance, and engineering on a high-impact solution.
Iterative Testing & Refinement – Conducted usability studies and A/B tests to validate changes before rollout.
KEY DESIGN IMPROVEMENTS
Personalised Bonus Assignment
Ensured users saw the right bonus based on their journey, reducing confusion.
Transparent Rewards Screen
Made bonus details and opt-in choices clear upfront.
Old Flow
Clear Payment Guidance
Introduced “compatible” vs. “incompatible” payment groupings to prevent transaction failures.
Improved Bonus Discoverability
Used card-based visuals to enhance selection clarity.
BUSINESS IMPACT
A/B testing over four weeks showed:
Bonus Claim Rate: +18% (from 61% → 79%)
FTD Completion Rate: +14% (from 42% → 56%)
Support Cases (Bonus-related): -35%
LEADERSHIP & OUTCOME
By driving a data-backed, cross-functional redesign, I contributed to growth and retention while reducing operational friction.
This project is a prime example of how strategic UX/UI decisions directly impact business success.
