A live casino with a working frontend needed a critical gaming eye to lift UX, mobile, and add a gamification layer — without breaking what worked.
The Brief
Monaco Jack was already live in production with the main frontend in place. The team was kicking off marketing initiatives and needed a designer with deep iGaming experience to bring a critical eye — improve the user experience and visual communication where it mattered most.
Brief: come in as external consultant, identify the friction points, and ship targeted improvements alongside a new gamification layer to drive return visits.
What I Did
External UX/UI consultant. Owned specific surfaces end-to-end while collaborating with the in-house team:
- UX overhaul — improved general interface, side menu navigation, and overall flow consistency.
- Mobile-first rework — redesigned the mobile experience top to bottom, with a focus on the deposit / withdrawal UX and the user profile area.
- Gamification layer — designed and shipped Weekly Challenges, Daily Challenges, Wheel of Fortune, Fun Zone — all inspired by mobile-game loop mechanics to drive return engagement.
- Visual communication — production-ready banner suite for promos and acquisition campaigns.
- Email templates — full CRM email system aligned with the new gamified narrative.
Spotlight · Fun Zone
A self-contained gamification layer to turn one-shot deposits into return-driven sessions.
Fun Zone is the dedicated tab where every retention mechanic lives in one place — designed mobile-first, scoped for live ops, and tied to a single virtual currency the player accumulates through play.

- Welcome Challenges — gamified onboarding (deposit, bet, KYC, email/phone verification) with explicit reward count + clear CTA per step.
- Latest & More Challenges — game-specific quests (Roman Riches Jackpot, Deluxe Wilds, Element of…) seeded weekly to drive trial & cross-sell.
- Our Wheels — Weekly & Daily Wheel of Fortune, locked-until-eligible mechanic to push wagering thresholds without breaking the fun.
- Daily Gift · 30-day ladder — incremental free spins / bonus rewards across a 30-day streak, with visible progress + locked-state preview.
- Fun Zone Shop — virtual-currency redemption: real-world goods (iPhone 16 Pro, Apple Watch, Bose), gift cards, free spins. Currency earned only inside Fun Zone.
- Persistent reward CTA — sticky "A reward is waiting for you" prompt with mascot — surfaces unclaimed daily gifts without nagging.
Spotlight · VIP Club
A 5-tier loyalty program that makes status feel earned — not bought.
The VIP Club is the long-tail counterpart to Fun Zone: where Fun Zone drives daily/weekly engagement, VIP Club captures the recurring high-value player with progressive perks, a personal-touch tier, and a clear ladder from first deposit to Diamond.

- 5-tier ladder — Bronze → Silver → Gold → Platinum → Diamond, each with its own pentagonal medal + colour code, surfaced consistently across web & mobile.
- Cashback escalation — 5% → 10% → 15% → 20% across tiers. Headline benefit, intentionally readable at a glance in the comparison table.
- Perks vs Rewards split — toggled view separates structural benefits (manager, birthday bonus, faster withdrawals) from earnable items, so the value prop stays clean.
- Personal account manager — kicks in from Silver upward — the moment the program shifts from automated rewards to human relationship.
- Mascot-led narrative — the crowned parrot is the guide across every state (welcome, progress 0%, level-up, Diamond unlocked) — keeps a "fun" iGaming tone even on a serious loyalty system.
- Web + mobile parity — same hero, same tier table, same CTA hierarchy — designed once, shipped responsive, with the side rail collapsing into the bottom nav on mobile.
Spotlight · Cashier
The cashier is where conversions live or die — designed mobile-first, end-to-end.
Deposit, Withdrawal and History live in the same wallet shell — three tabs, one mental model. The whole flow was rebuilt mobile-first to remove the most expensive friction in iGaming: the moment between "I want to deposit" and "the money is in my account".

- One wallet, three tabs — Deposit / Withdrawals / History share the same chrome, same nav, same close target. Players never get lost.
- Quick-amount chips — 20€ / 50€ / 100€ / 200€ pre-filled — typing only when the player wants a custom amount. Cuts taps to deposit by ~40%.
- Payment carousel with Min/Max — Bank wire, Coinspaid & co. shown as cards with explicit ranges and selected-state checkmark. No silent rejections at submit time.
- Bonus picker inline — collapsible list of every active offer (deposit match, free spins, Happy Hour 200%) — the player sees exactly what they'll get before pressing Deposit.
- "Do not use bonuses" toggle + Promo Code field — explicit opt-out for high-volume players, separated from the offer list so it never blocks the main flow.
- History with honest status — All / Deposit / Withdrawal filter, status pills (incl. Failed) shown clearly. Trust comes from transparency on the bad days, not the good ones.
Spotlight · CRM Email Templates
A unified template system that turns transactional emails into brand moments.
The Monaco Jack CRM email suite is built on a single modular template — same header, same footer, same hierarchy. What changes is the colour, the illustration, and the voice. The mascot, Agent Jack the crowned parrot, is the recurring character that makes a KYC reminder feel like a treasure-hunt brief instead of a compliance email.

- Branded header on every email — Monaco Jack logo + lime/blue accent line. Inbox-recognisable in one glance, before a single word is read.
- Colour-coded by intent — green = transactional success (withdrawal sent, KYC approved); blue = action required (verify, upload docs); purple = incentive (free spins, no-deposit bonus). Players parse priority before reading.
- 3D illustration system — money bag, treasure map, locked envelope, treasure island — same style language across every send. Reinforces the iGaming-as-adventure tone established in the site brand.
- Mascot-led storytelling — Agent Jack the parrot narrates: "Top Secret Mission" for KYC, "the parrot is squawking with joy" for a paid withdrawal, "Jack doesn't like waiting" for free spins. CRM as character, not paperwork.
- Modular content blocks — header → illustration → headline → body → CTA → details card → support footer. Same skeleton, different content. New campaigns ship in hours, not days.
- Always-on support footer — "Need assistance? · Live chat" closes every email. Trust + support frictionless, regardless of the email's intent.
Promotions · Banner Suite
Production-ready promo banners shipped for paid acquisition, on-site campaigns, and gamification touchpoints. Each one designed to live across web + email + push — same narrative, different format.
Scroll to explore · 6 promos →
Results & Impact
~30%
Drop-off reduction on mobile deposit flow
+22%
Session length post gamification rollout
Live
All deliverables shipped to production
Return-driven
Daily / weekly engagement loops added
What I Delivered
- UX redesign — general interface, side menu, navigation flow consistency
- Mobile experience — optimised deposit / withdrawal UX + user profile area
- Gamification system — Weekly & Daily Challenges, Wheel of Fortune, Fun Zone
- Banner suite — visual communication for paid + onboarding promos
- Email templates — CRM system aligned with the gamified narrative
WANT TO KNOW MORE?
Interested in this project or want to discuss how I can bring the same level of thinking to your product?
Let's Talk →