Product overview
Problem
Flex2bet is an online casino start-up focused on driving user engagement and long-term retention through gamified experiences and reward-based mechanics.
The product combines core gameplay with structured bonus systems, VIP progression, and tournament features to encourage repeat deposits and increase player lifetime value.
Designed with a mobile-first approach, Flex2bet prioritises clarity, speed, and scalable design solutions built using a token-based design system.
The product combines core gameplay with structured bonus systems, VIP progression, and tournament features to encourage repeat deposits and increase player lifetime value.
Designed with a mobile-first approach, Flex2bet prioritises clarity, speed, and scalable design solutions built using a token-based design system.
Users dropped off after the first deposit, leading to low retention and missed revenue opportunities.
Solution
I designed a structured bonus progression system that guides users through multiple deposits using:
- rewards;
- visual feedback;
- urgency triggers.
Bonus page with welcome bonuses, bonuses in progress, available bonuses, and completed
Lobby is the main page of casino platform
Product thinking
It was a real challenge for me to figure out how bonuses work and make additional flows: errors, user withdrawal, bonus wagering, time lapse, conditions with different bonuses, real and bonus balances.
For example, the Cashback bonus works like this every Thursday: the cashback is available every Thursday for 48 hours, then it burns down and the timer starts over.
For example, the Cashback bonus works like this every Thursday: the cashback is available every Thursday for 48 hours, then it burns down and the timer starts over.
User flow
I have created 3 main user flow:
- not logged client;
- logged in client, bonus deactivation;
- logged in client, bonus freezing.
Instead of designing isolated screens, I focused on building a system that drives user behavior:
- clear progression (1 → 4 deposits);
- visible rewards;
- psychological triggers (anticipation, urgency).
Only 3 main bonus user flows
Desktop welcome bonuses pack
A 4-step deposit journey where each step unlocks a reward and leads to VIP status.
This VIP club feature was suggested by me as an additional motivation for the user to continue depositing their money and stay with us.
This VIP club feature was suggested by me as an additional motivation for the user to continue depositing their money and stay with us.
Core mechanic
2 states of Cashback bonus: when it's ready for grabbing and not
Welcome bonuses on the Bonus page appear firstly
Deposit chains in desktop and mobile versions
There are features that I have implemented:
- step-by-step deposit bonuses;
- locked rewards to build anticipation;
- VIP unlock after completion;
- exit-intent modal to recover users;
- time-based triggers (urgency).
Features
Desktop exit-intent modal to recover users for sign up
Mobile modal window to prevent bonus deactivation to avoid user errors
The UI was designed to highlight value and guide user actions:
- dark interface to match casino environment;
- blue colour → action (CTA, trust);
- yellow colour → reward (value perception, play action);
- card-based layout for clarity;
- strong hierarchy for fast scanning.
Design decisions
I always designed all states to prevent mistakes during developing, and made comments under each screen for whole team using.
If the card or banner had a background with a lot of pictures, I also prepared it separately for the developer.
If the card or banner had a background with a lot of pictures, I also prepared it separately for the developer.
Built using variables and design tokens for scalability and consistency.
- colour tokens;
- typography system;
- spacing variables;
- reusable components (cards, modals, banners).
Design system
The small part of the new design system
This is header for mobile, tablet, and desktop versions
Firstly I created primitive colours to to add them to tokens later
I prepared different sizes for all breakpoints for the fast develop
I used the atomic design rule to create scalable and consistent design system
Product impact
- Accessibility compliance: 95%
- Usability score: +10
- NPS: 9/10
- Handoff time: –20%
The bonus system was designed to directly impact core iGaming metrics and support future experimentation.
Key outcomes:
• Defined a repeatable deposit progression model (1 → 4 deposits)
• Introduced reward anticipation mechanics to drive user action
• Built a foundation for improving retention and LTV
• Designed with A/B testing in mind for future optimisation
• Delivered a scalable system aligned with product growth goals
• Defined a repeatable deposit progression model (1 → 4 deposits)
• Introduced reward anticipation mechanics to drive user action
• Built a foundation for improving retention and LTV
• Designed with A/B testing in mind for future optimisation
• Delivered a scalable system aligned with product growth goals
