As Lead Product Designer at Rank Interactive, I led the transformation of Grosvenor Casinos’ digital platform – from a static, outdated brochure site to a fully native mobile app experience. Grosvenor, one of the UK’s largest casino chains, needed a cutting-edge digital product that reflected the quality of their physical venues.

At the same time, I unified Rank Interactive’s fragmented design systems across seven brands, eliminating redundancy, aligning cross-functional teams, and driving a culture of collaboration and strategic design.

Workshops, interviews, and usability tests were routinely used to gather insights and validate ideas, especially around trust, retention, and discoverability. To aid in this, I also negotiated a contract with UserZoom and UserTesting to support daily user testing and hypothesis validation. Below are a selection of high-fidelity prototypes I created to validate concepts with users and showcase functional design solutions to the wider business, many of which directly informed the development of the new Grosvenor platform.

At the heart of the Grosvenor rebrand was a deep commitment to understanding the user: their habits, frustrations, and motivations. I championed a design philosophy that was not only visually elevated, but also rooted in behavioural data and direct feedback from real players.

To achieve this, I helped negotiate a company-wide contract with UserZoom, which allowed us to conduct targeted usability testing daily. Alongside FullStory and Google Analytics, this enabled our team to:

• Track and analyse user journeys across both legacy and beta platforms

• Identify high-friction areas where users were abandoning key flows, such as deposits, registration, and game discovery

• Measure the performance of redesigned components and iterate in near real time

I also introduced structured A/B testing frameworks to validate core UX decisions, from the placement of safer gambling features to the order of game recommendations on the homepage. This helped ensure our efforts were not just aesthetically pleasing, but truly effective at boosting engagement and trust.

In addition to quantitative insights, I organised qualitative research through:

• Workshops with casino staff and long-time players to uncover pain points and expectations

• Cross brand ideation sessions that brought together product owners from different teams to align around shared goals

• Design QA retrospectives to continually refine based on internal stakeholder and customer feedback

The result was a product that not only looked and felt modern, but was measurably more useful and intuitive for our users. By embedding research into every phase of the process, we created an experience that users did not just tolerate, they preferred.

• 30% increase in user retention after launch, attributed to improved UX, content personalisation, and a more intuitive app interface.

• 20% increase in average session duration, reflecting better content discovery and enhanced user engagement through gamified and personalised features.

• 40% reduction in design-to-dev handoff time due to the unification of the design system and improved cross-team collaboration.

• Significant decrease in user withdrawals after gamifying wallet and rewards

• Transformed perception of design team from executional to strategic

• Created a scalable design system now used across Rank’s brand portfolio

This project was about far more than a rebrand. It was about redefining what design meant in the organisation – from isolated output to strategic leadership. By empowering our team, creating a unified foundation, and deeply understanding our users, we rebuilt not just the product, but the way it was made.