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My achievements

at

Crypto Casino

  • Developed comprehensive competitive benchmarking strategy analyzing industry leaders Stake.com, Shuffle, NoLimitCity, and Bet365 to identify best practices for page layout logic, wallet integration flows, and retention structures that informed all design decisions.

  • Created three detailed user personas through extensive research: Johnny “The Crypto Native” (high-stakes whale demanding VIP treatment and large bet capabilities), Casey “The Casual Player” (social crypto enthusiast seeking smooth onboarding), and Nick “The VIP Grinder” (methodical player requiring transparency and detailed game statistics).

  • Mapped complete emotional user journeys for each persona with scoring systems (-5 to +5) across 50+ touchpoints, identifying critical pain points and optimization opportunities from discovery through retention phases.

  • Designed comprehensive gamification framework including mission structures (time-based and theme-based), tournament systems with countdown mechanics, VIP progression with cashback/rakeback rewards, and loyalty tracking systems to maximize player engagement and retention.

What I learnt

Strategic competitive analysis

  • How to extract actionable insights from top crypto casinos

  • Identifying winning patterns in wallet integration and game access

  • Understanding trust-building elements in financial gaming platforms

Persona-driven UX methodology

  • Creating detailed behavioral profiles with specific pain points

  • Mapping emotional responses across complete user journeys

  • Using data to drive design decisions rather than assumptions

Smartico gamification systems design

  • Structuring mission mechanics for engagement beyond basic conversion cycles

  • Designing persona-based segmentation strategies to gradually tailor different experiences for Johnny’s VIP needs, Casey’s social gaming preferences, and Nick’s transparency requirements

  • Building retention frameworks that adapt to individual player motivations

iGaming UX specialization

  • Understanding crypto-first player expectations and behaviors

  • Designing for high-stakes gaming experiences

  • Balancing anonymity needs with trust-building requirements

Are you interested? Keep reading below!

About

Crypto Casino

My experience there:

2025...

Category

iGaming

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Crypto Casino is an international cryptocurrency gaming platform designed to bridge traditional casino experiences with blockchain technology. Built for the crypto-native audience, it offers more than just games by creating an ecosystem where players maintain complete control over their digital assets through decentralized transactions.

  • Empowers players: Instant crypto deposits and withdrawals, provably fair gaming mechanics, and complete anonymity for privacy-focused gaming experiences.

  • Connects communities: Social features, tournaments, and token-based loyalty systems that reward long-term engagement and community participation.

  • Drives innovation: Real-time gamification through integrated mission systems, personalized reward progression, and adaptive promotional campaigns tailored to individual player behavior.

Key Research Outcomes:

  • Complete emotional journey scoring for all persona types

  • Identified 50+ critical touchpoints requiring optimization

  • Strategic framework for retention and player lifecycle management

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User Journey Pain Points Identified

User Journey Pain Points Identified

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Competitive Touchpoints Benchmarked

Competitive Touchpoints Benchmarked

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Strategic UX Foundation Built

Strategic UX Foundation Built

Competitive Benchmarking & Strategy

Competitive Benchmarking & Strategy

My work began with intensive competitive analysis of leading crypto casino platforms to establish design patterns and user experience standards that would inform the entire product strategy.

  • Stake.com Analysis: Studied sleek game access patterns, promotional logic hierarchy, and instant wallet integration flows to understand frictionless crypto gaming UX standards.

  • Shuffle Platform Research: Analysed bold color schemes, streamer-focused layout design, and community-driven engagement features that appeal to social crypto gaming audiences.

  • NoLimitCity Mobile Excellence: Examined edgy branding approaches and seamless mobile experience optimisation specifically designed for crypto-native users who primarily game on mobile devices.

  • Bet365 Trust Architecture: Researched layered UI logic and trust-enhancing structural elements that build confidence in high-stakes financial gaming environments.

This competitive intelligence directly informed our strategic decisions around page layout logic (sidebar vs full-screen prominence), wallet integration UX patterns, KYC soft prompt strategies, and comprehensive retention structures including tournaments, challenges, and mission systems.

Competitive Benchmarking & Strategy

My work began with intensive competitive analysis of leading crypto casino platforms to establish design patterns and user experience standards that would inform the entire product strategy.

  • Stake.com Analysis: Studied sleek game access patterns, promotional logic hierarchy, and instant wallet integration flows to understand frictionless crypto gaming UX standards.

  • Shuffle Platform Research: Analysed bold color schemes, streamer-focused layout design, and community-driven engagement features that appeal to social crypto gaming audiences.

  • NoLimitCity Mobile Excellence: Examined edgy branding approaches and seamless mobile experience optimisation specifically designed for crypto-native users who primarily game on mobile devices.

  • Bet365 Trust Architecture: Researched layered UI logic and trust-enhancing structural elements that build confidence in high-stakes financial gaming environments.

This competitive intelligence directly informed our strategic decisions around page layout logic (sidebar vs full-screen prominence), wallet integration UX patterns, KYC soft prompt strategies, and comprehensive retention structures including tournaments, challenges, and mission systems.

User Persona Development & Journey Architecture

User Persona Development & Journey Architecture

I developed three comprehensive user personas based on detailed behavioural research, each with complete emotional journey scoring systems that became the strategic foundation for all platform design and gamification decisions.

  • Johnny “The Crypto Native” (Whale): Young crypto investor seeking VIP treatment, anonymous betting, and large bet capabilities ($5k slots, $1000 bonus buys, $2000 blackjack hands). Values fast gameplay, no friction, maximum adrenaline. Pain points include delays, slow withdrawals, and cluttered interfaces.

  • Casey “The Casual Player” (Crypto): Social crypto enthusiast wanting smooth gaming experiences, unique bonuses, and token ecosystem engagement. Values fun, safety, and occasional rewards. Pain points include confusing crypto terms and overwhelming lobbies.

  • Nick “The VIP Grinder” (Nordic): Reserved, disciplined player viewing gambling as structured escape with clear rules. Values transparency, detailed game stats, and well-documented mechanics. Pain points include poor rewards systems and spammy interfaces.

Each persona included detailed emotional scoring (-5 to +5) across 50+ user journey touch points, complete with specific frustration triggers and delight moments that informed optimisation strategies.

User Persona Development & Journey Architecture

I developed three comprehensive user personas based on detailed behavioural research, each with complete emotional journey scoring systems that became the strategic foundation for all platform design and gamification decisions.

  • Johnny “The Crypto Native” (Whale): Young crypto investor seeking VIP treatment, anonymous betting, and large bet capabilities ($5k slots, $1000 bonus buys, $2000 blackjack hands). Values fast gameplay, no friction, maximum adrenaline. Pain points include delays, slow withdrawals, and cluttered interfaces.

  • Casey “The Casual Player” (Crypto): Social crypto enthusiast wanting smooth gaming experiences, unique bonuses, and token ecosystem engagement. Values fun, safety, and occasional rewards. Pain points include confusing crypto terms and overwhelming lobbies.

  • Nick “The VIP Grinder” (Nordic): Reserved, disciplined player viewing gambling as structured escape with clear rules. Values transparency, detailed game stats, and well-documented mechanics. Pain points include poor rewards systems and spammy interfaces.

Each persona included detailed emotional scoring (-5 to +5) across 50+ user journey touch points, complete with specific frustration triggers and delight moments that informed optimisation strategies.

Gamification & Systems Architecture

Gamification & Systems Architecture

I designed comprehensive gamification structures that create engaging progression paths tailored to all three persona types, focusing on retention mechanics that respect different player motivations and gaming patterns.

  • Mission System Design: Created both time-based missions (daily/weekly challenges) and theme-based missions (provider-specific or game-type challenges) that adapt to individual player preferences and gaming behaviors.

  • Premium Affiliate Campaign Integration: Architected intelligent campaign tracking systems that not only drove exceptional player engagement through targeted promotional mechanics, but also created automated reminder sequences based on individual user activity patterns—ensuring players never missed relevant campaign opportunities while maintaining natural gaming flow.

  • VIP Progression Framework: Built transparent cashback and rakeback reward systems with clear level progression indicators, custom reward tracking, and dedicated support access designed specifically for high-value players like Johnny.

  • Retention Mechanics: Designed comprehensive loyalty tracking systems that recognise different player value propositions—from Johnny’s high-stakes transparency needs to Nick’s methodical progression requirements.

Gamification & Systems Architecture

I designed comprehensive gamification structures that create engaging progression paths tailored to all three persona types, focusing on retention mechanics that respect different player motivations and gaming patterns.

  • Mission System Design: Created both time-based missions (daily/weekly challenges) and theme-based missions (provider-specific or game-type challenges) that adapt to individual player preferences and gaming behaviors.

  • Premium Affiliate Campaign Integration: Architected intelligent campaign tracking systems that not only drove exceptional player engagement through targeted promotional mechanics, but also created automated reminder sequences based on individual user activity patterns—ensuring players never missed relevant campaign opportunities while maintaining natural gaming flow.

  • VIP Progression Framework: Built transparent cashback and rakeback reward systems with clear level progression indicators, custom reward tracking, and dedicated support access designed specifically for high-value players like Johnny.

  • Retention Mechanics: Designed comprehensive loyalty tracking systems that recognise different player value propositions—from Johnny’s high-stakes transparency needs to Nick’s methodical progression requirements.

User Journey Mapping & Emotional Intelligence

User Journey Mapping & Emotional Intelligence

I created detailed journey maps for each persona that scored emotional reactions across every touchpoint, identifying critical optimization opportunities and pain points that directly impact conversion and retention metrics.

  • Johnny’s Whale Journey: Telegram link → instant wallet connection → Live Casino/Provably Fair games → high-stakes bonus claiming within first 10 minutes. Critical scoring revealed frustration with KYC requirements (-5) and delight with instant game access (+5).

  • Casey’s Casual Journey: YouTube ad → soft onboarding → wallet setup → slots/crash games → missions and social features. Emotional mapping showed anxiety around crypto terms (-4) but satisfaction with guided onboarding (+3).

  • Nick’s Nordic Journey: VIP referral → private lobby → custom offers → dedicated support access. Journey analysis revealed frustration with unclear progression (-3) but high satisfaction with transparent systems (+4).

The emotional scoring system identified specific friction points requiring immediate attention and delight moments to amplify across the platform experience.

User Journey Mapping & Emotional Intelligence

I created detailed journey maps for each persona that scored emotional reactions across every touchpoint, identifying critical optimization opportunities and pain points that directly impact conversion and retention metrics.

  • Johnny’s Whale Journey: Telegram link → instant wallet connection → Live Casino/Provably Fair games → high-stakes bonus claiming within first 10 minutes. Critical scoring revealed frustration with KYC requirements (-5) and delight with instant game access (+5).

  • Casey’s Casual Journey: YouTube ad → soft onboarding → wallet setup → slots/crash games → missions and social features. Emotional mapping showed anxiety around crypto terms (-4) but satisfaction with guided onboarding (+3).

  • Nick’s Nordic Journey: VIP referral → private lobby → custom offers → dedicated support access. Journey analysis revealed frustration with unclear progression (-3) but high satisfaction with transparent systems (+4).

The emotional scoring system identified specific friction points requiring immediate attention and delight moments to amplify across the platform experience.

Alejandro Luna Ribero | UX/UI Designer & Producer

Alejandro Luna
UX/UI Designer &
Producer

©2025 ALE LUNA DESIGN/

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©2025 ALE LUNA DESIGN/

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