Go Back

My achievements

at

NDA — iGaming Platform

  • Led end-to-end platform rebranding — redesigned visual language, design standards and component guidelines across web and mobile from scratch.

  • Evolved the gamification layer with new bonus mechanics, loyalty progression systems and event-based activations tied to measurable retention goals.

  • Ran FTUE improvements through empathy mapping and real user interviews — 7-day retention increased +135%.

  • Defined product strategy across all three streams — directly with product and marketing, no intermediary.

  • Built design system foundations serving all three streams from one shared component set — visual language established once, applied everywhere.

What I learnt

Running three major initiatives in parallel forces deliberate sequencing. Building the component system first is what made the rebranding and the FTUE redesign coherent — shared design language before screens, every time.

The +135% retention result came from removing friction at three specific drop-off points, identified in player interviews. The data showed the drop-off. The interviews explained why.

Are you interested? Keep reading below!

About

NDA — iGaming Platform

Role

Freelance Senior UX Designer & Product Strategist

My experience there:

Dec 2025 – Present

Category

iGaming

Related link (opens a new tab)

Visit Site

Subscription-based iGaming platform operating from Malta in regulated markets. The platform had grown organically but had no coherent visual identity and a retention model that had stopped converting new players.

Three streams running simultaneously: full platform rebrand, gamification layer evolution, FTUE redesign — all with live product timelines and no room to pause delivery.

Platform Rebranding

Platform Rebranding

Audited the existing visual identity and identified inconsistencies across web and mobile surfaces. Defined a new visual language — typography, colour system, motion principles — and documented it as component-level guidelines. Shipped alongside active product development — adopted by the engineering team mid-sprint, no feature freeze required.

Platform Rebranding

Audited the existing visual identity and identified inconsistencies across web and mobile surfaces. Defined a new visual language — typography, colour system, motion principles — and documented it as component-level guidelines. Shipped alongside active product development — adopted by the engineering team mid-sprint, no feature freeze required.

Gamification Layer Evolution

Gamification Layer Evolution

Redesigned the bonus mechanics, loyalty progression system and event-based activations with a focus on measurable engagement outcomes. Collaborated directly with product and marketing to tie each activation to a specific retention milestone. Introduced new player-facing feedback loops to make progression visible and meaningful at each tier.

Gamification Layer Evolution

Redesigned the bonus mechanics, loyalty progression system and event-based activations with a focus on measurable engagement outcomes. Collaborated directly with product and marketing to tie each activation to a specific retention milestone. Introduced new player-facing feedback loops to make progression visible and meaningful at each tier.

FTUE Redesign

FTUE Redesign

Ran empathy mapping workshops and moderated user interviews to understand where first-time users were losing context and dropping off. Mapped friction points against session replay data. Redesigned the first-time user flow — from account creation to first meaningful game interaction — around the specific moments that determined whether a player returned on day 7.

FTUE Redesign

Ran empathy mapping workshops and moderated user interviews to understand where first-time users were losing context and dropping off. Mapped friction points against session replay data. Redesigned the first-time user flow — from account creation to first meaningful game interaction — around the specific moments that determined whether a player returned on day 7.

Product Strategy

Product Strategy

Drove product prioritisation across all three streams alongside product management and marketing. Defined priorities by framing design decisions in terms of business outcomes. Maintained design coherence by establishing shared principles — one set of rules, applied across all three workstreams.

Product Strategy

Drove product prioritisation across all three streams alongside product management and marketing. Defined priorities by framing design decisions in terms of business outcomes. Maintained design coherence by establishing shared principles — one set of rules, applied across all three workstreams.

Alejandro Luna Ribero |

Alejandro Luna Ribero

UX Manager & Product Designer
UX Manager & Product Designer
©2026ALE LUNA DESIGN/

BACK TO TOP

©2026ALE LUNA DESIGN/

BACK TO TOP