Unlocking Rewards.
A Smarter, More
Intuitive Promotions Page
From endless scrolling to smart discovery. A New Take on Promotions to help players find the best offers faster.
Overview
Offers and promotions are one of the most critical touch-points for players, influencing their engagement and spending decisions. However, the existing promotions page was cluttered, lacked filtering options, and failed to highlight key offers.
The Goal: My task was to redesign the experience to make promotions easier to navigate, visually appealing, and strategically aligned with business goals.
Client
Casumo
Role
Lead Product Designer - UX/UI Design, Prototyping, User Testing
Team
Product Managers,
Tech leads, Developers
Duration
4 weeks
The Challenge
The previous promotions page struggled to serve both users and the business, leading to poor discoverability, lack of hierarchy, and inconsistent UX.
❌ No filtering options - Users couldn’t sort offers by categories (Casino, Sports, etc.).
❌ Endless scrolling - No clear way to prioritise or highlight important offers.
❌ Inconsistent design - The page didn’t match the rest of the product.
❌ Lack of structure - No logical navigation system for better offer visibility.
❌ Missed business opportunities - No dedicated space to push high-priority promotions.
Current Promotion Page
Research & Insights
Before making design decisions, we mapped out the current user flow and identified pain points using heuristic analysis, user testing, and internal feedback.
User pain points identified
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Players had difficulty finding relevant promotions amidst cluttered offers.
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High bounce rates indicated that users felt overwhelmed.
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Business stakeholders needed a flexible way to feature priority promotions without affecting usability.
Approach
✔ Mapped out existing flow to spot inconsistencies and bottlenecks.
✔ Benchmarked industry leaders to analyse best practices for promotions pages.
✔ Conducted user surveys & stakeholder workshops to align business needs with UX improvements.
The Design Process
Ideation & UX Strategy
Once we had a clear understanding of the pain points, we broke the design into modular blocks to restructure the navigation, layout, and content hierarchy.
Step 1: Establishing Navigation & Content Structure
One of the biggest issues was poor organisation—offers were dumped into one long page with no clear entry points or categories.
Solution 1
Filtering Options
Introduced filtering options by category (Casino, Sports, etc.) for easier discoverability.
Solution 2
Offer Categorisation
Allowed users to expand categories to explore more promotions without overwhelming the main page.
Solution 3
Featured Offers
Implemented structured swim-lanes that feature up to 5 key offers per category.
Step 2: Highlighting Key Promotions with Swim-lanes
To balance business objectives and user needs, we introduced curated swim-lanes that highlight:
Solutions
✔ Top offers of the week → Showcasing the most exciting promotions.
✔ Featured casino & sports offers → Giving users an instant snapshot of the best deals.
✔ Personalised recommendations (future implementation) → Tailored to user interests.
Why this matters
This structure allows users to quickly scan and engage with the most relevant offers while giving the business a way to strategically push high-priority deals
Step 3: Introducing a Hero Modal for Maximum Visibility
A hero modal was placed above the fold to act as a billboard for high-value offers.
Hero Modal Key Features:
✔ Spotlights a single, high-impact promotion.
✔ Enables A/B testing of different offers to optimise conversions.
✔ Animated elements to create an engaging, attention-grabbing experience.
✔ Potential for partnerships → This space can be monetised for collaborations with gaming providers.
Mobile Hero Modal
Desktop Hero Modal
Execution & Final Design
Once the UX structure was finalised, we focused on polishing the UI for consistency, accessibility, and visual appeal.
Key UI Enhancements:
✔ Cleaner typography & spacing - Reducing visual clutter.
✔ Clear call-to-action buttons - Encouraging interaction with offers.
✔ Mobile-responsive design - Ensuring seamless browsing across all devices.
Before
After
Try it out for yourself
Click around on the prototypes below to get a real life feel of the promotions page. You might want to enlarge the window for a better experience.
Results & Early Feedback
Since the new Promotions Page was recently launched, we are still collecting data on performance. However, early user feedback and surveys indicate:
✔ Users find the new structure easier to navigate.
✔ Stakeholders appreciate the flexibility to feature key promotions.
✔ Hero modal successfully captures attention, making it a strong tool for driving engagement.
Metrics to track in future iterations:
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Click-through rates on hero modal offers.
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Engagement rates on different categories & swim-lanes.
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Bounce rate improvements compared to the old page.
Reflection & Learnings
✔ Navigation & hierarchy matter – The right structure can drastically improve discoverability and engagement.
✔ Balancing business goals with UX – Finding the right mix of user-centered design and promotional flexibility was key.
✔ Iterate based on user data – Future adjustments will be based on performance analytics and A/B testing.
Next Steps:
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Continue monitoring performance metrics & iterate based on user behavior.
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Explore personalised promotions for a more tailored user experience.
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Optimize hero modal based on A/B test results.
