DexWinBet
● shipped
Mobile & Web
Product Design
Revamping a crypto betting platform to increase retention and betting conversion
As the second Product Designer on the team, I redesigned the dashboard and onboarding & transaction experiences, resulting in a 2x increase in organic conversion within six months
TEAM
1 Product Designer (me)
1 Junior Product Designer
1 Lead Product Designer
4 Developers
ROLE
Product Designer
TOOLS
Figma
Midjourney
Photoshop
PLATFORM
Web Application
Mobile Application
TIMELINE
6 months+
IMPACT
01.
Clear and prominent CTAs
02
Improved filtering across sports for faster navigation
03
Strong information hierarchy for better scanability
01.
New In-House Wallet
Introduced a native wallet to eliminate reliance on external wallet setup, reducing 7+ cognitive steps and simplifying how users deposit, withdraw, and track funds.
The New Experience
02 Onboarding & Transaction
02
Simplified Onboarding
Streamlined onboarding to support both crypto-native and non-crypto users, making account setup and funding more accessible across experience levels.
Research
Identifying Revamp Strategy
As the product moved toward a full revamp, growth stagnation, inconsistent visuals, and scalability issues prompted a deeper understanding of what was going wrong. I drove the research side of things, keeping in mind the limited resources the startup had.
MULTI-METHOD
01.
Behavioral Analytics Study [HotJar & Google Analytics]
I analyzed Google Analytics and Hotjar recordings to understand where users were dropping off and how they navigated core flows.
02
Qualitative Interviews (Crypto & Non-Crypto Users)
I conducted interviews with both crypto-native and non-crypto users to understand differences in mental models and expectations. Crypto-native users lacked excitement with the platform, while non-crypto users struggled with the multi-step wallet setup.
Product Problems
Dexwin’s growth had plateaued, with low engagement across key metrics. The product also lacked the structure needed to support new verticals and scale well
MAU remained flat for over six months
High bounce rates before placing bets
Product was not scalable to support Casino and Fantasy expansion
Outdated visual identity
User Problems
Users faced friction at key steps in the journey, especially before placing their first bet. These issues directly contributed to high drop-off and low activation
Unclear entry points, overall lack of trust
External wallet setup contributed to a ~68% bounce rate
Too many steps before placing a bet diluted excitement
Design Direction
Identifying Revamp Strategy
After identifying problem areas, the team defined key areas of focus to scope the revamp and distribute work across the product. I worked on the redesign of the dashboard and onboarding + wallet flows, touching on visual design, while the broader system was extended to support new gaming verticals and promotions design.
01
Visual Design
To lay the foundations of a new visual design system that would align with product 'look and feel' goals while ensuring easy scalibility.
02
Dashboard Design
To improve information hierarchy, make the experience easier to navigate and delightful.
03
Onboarding & Wallet
To reduce friction during account setup, eliminate unnecessary steps in wallet creation by setting up an in-house wallet.
04
New Gaming Verticals
To create a scalable system that could support Casino, Fantasy, and expanded betting features.
Dashboard Design Process
Landing pages : Pre and Post-Login
Problems with the current Dashboard
Hard to scan - cognitive load
Poor use of screen real estate and weak visual hierarchy made it difficult to scan the dashboard.
Unintuitive filter toggles between sports and categories
Multi-level toggling (sport → league) was badly designed
Not Scalable for promotions
Current layout made it difficult to integrate promotions and ads.
Wireframing new IA
Layout Exploration 01
It was important to define navigation patterns and information hierarchy before building new components. These layouts were Guerrilla tested for overall usability among research participants and internally.
WHY THIS DIDN'T MOVE FORWARD
★
Horizontal league filteration was slower
While this structure improved scanability, it retained a sequential interaction model (sport → league). Users still had to navigate up to filter specific leagues, which slowed down access. I wanted to explore a persistent side navigation for faster league selection.
The New Experience
Layout Exploration 02
WHY THIS WORKED BETTER
★
Reduced reliance on horizontal scanning
This direction worked better by introducing persistent league navigation, allowing users to access specific leagues more directly. It reduced reliance on horizontal scanning and made filtering more efficient.
Designing Building Blocks
Layout Exploration 01
I collaborated with the senior designer to build a simple visual system that would be easy to scale in the future.
★
Visual Elements and design language
Over multiple design sprints and alignment cycles with leadership, a cohesive visual foundation and component system was established. The design system is built on high-contrast color tokens, combining energetic core palettes with a balance of analog accents and modern typographic scales to create visual hierarchy and brand distinction
Key Design Features
Clean information hierarchy to reduce information overload
The new grid layout is designed to make the platform look less overwhelming and easier to scan.
✅ User problem addressed- Hard to scan, causing cognitive load
Scalable for Promotions
The newer designs alloowed for seamless integration of ads and promos in the layut
✅ Product need addressed - Scalability
Post login screen : Shipped version (This was later changed slightly to improve accessibility)
Reflection
What would I do differently?
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