App Redesign
Note: This case study is currently being refined and updated.
Summary
Overview
Wealth Migrate is a fintech platform unlocking access to high-yield, institutional-grade real estate investments across global markets.
Despite a strong value proposition, the product experience created friction at critical moments—preventing users from completing their first investment.
This project focused on redesigning the platform experience to improve onboarding, trust, and conversion—while introducing a scalable multi-platform app.
Services
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- User research & discovery
- UX strategy & flows
- Wireframing & prototyping
- Visual design & design system creation
At a glance
Problem
Users sign up but don’t invest.
Goal
Increase conversion to first investment
Solution
Guided onboarding + simplified KYC
Outcome
Improved clarity & user progression
Discovery & Validation
I interviewed users who had signed up but never invested. We explored:
- Why they joined
- What they expected
- Where they got stuck
- What felt unclear or frustrating
Key Insights
- KYC felt long, complex, and unprepared for
- Users didn’t have required documents ready
- No clear next step after verification
- Funding the wallet wasn’t obvious
- Investment risks weren’t clearly communicated
Personas
To start off, the team and I created personas of potential Wealth Migrate users based on our understanding of investors who were on current web platform.
These personas was created with assumptions and not fully research-based but it was something that I came back to throughout my project to guide my design decisions and priorities.
Problem
Traditional sports betting is complex, transactional, and lacks engagement, leading to low retention.
Solution
Designed a mobile-first gaming platform that transforms betting into a fun, interactive experience.
Impact
Increased engagement, improved onboarding rates, and enabled faster operator launches.
Approach
Defining the Experience
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I mapped the full user journey from signup to first investment and identified critical friction points.
This became the foundation for a redesigned flow.
Solution Strategy
Structured Onboarding Flow
Transform onboarding into a guided, step-by-step journey:
- Clear progress indicators
- Defined next actions
- Reduced cognitive load
Going Deeper with Wireframes
Once we had a structure in place, we moved on to wireframes where we explored how each screen would be laid out. This allowed me to quickly sketch out different user flows without having to spend too much time thinking about visual design details.
The main focus during the initial stages was on registration and account info. This laid the foundation for further expansion and paved the way for KYC flows, browse matches, place and view bets.
Ui Design
With wireframes approved, I moved to UI design, creating development-ready mockups. This included defining the app’s visual identity (typography, color system, component library) that aligned with brand guidelines while following UI best practices. I made sure to design for the emotional nature of a sports book, keeping interfaces simple reduced clutter by removing non-essentials. The result was a cohesive UI that developers could implement efficiently.
Design System — Scaling Across Operators
To support rapid growth across multiple brands and markets, I established a flexible, multi-operator design system that could scale with the platform while maintaining consistency, speed, and quality.
GameOn powers different sportsbook brands — most notably Fanbets (real-money betting) and SportsBozza (play-for-fun gaming). Each product serves a different audience, regulatory environment, and engagement model. This introduced a key challenge:
How do we create distinct brand experiences without duplicating design and development effort?
The Approach
We designed a shared foundation with brand-level customisation, allowing both operators to feel unique while leveraging the same underlying system.
Design Strategy
Instead of building two completely separate systems, I:
- Shared 80% of components
- Customised visual identity and interaction tone per operator
- Introduced theming and component variants to handle differences
Outcomes
- Reduced design-to-development time for new features by 30%
- Enabled faster onboarding of new operator brands
- Created a scalable foundation for future expansion
Reflection
Designing for multiple operators forced a shift from designing screens to designing systems. The result was not just a UI library, but a strategic asset, one that allowed GameOn to scale efficiently while delivering tailored experiences for different audiences.
Usability Testing
To ensure the GameOn experience was intuitive and easy to adopt, I conducted iterative usability testing using Useberry and Clarity. I combined task-based testing with behavioural analysis, reviewing heatmaps and session recordings to understand real user interactions. This helped us identify friction, uncover hidden usability issues, and validate design decisions based on actual behaviour and not assumptions
