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My achievements

at

ParlayBay

  • Redesigned transaction flows — user interviews, session replays and funnel analysis — cutting time-to-market by 40% across 3 regulated markets.

  • Defined and shipped a component-based design system for web and mobile — each market variant built from shared components, adapted per regulatory requirement.

  • Ran A/B tests on layouts and payment options; ran live user observation sessions that fed directly into a prioritised backlog.

  • Built the business case for design investment: each week of delay in a regulated market equals measurable revenue loss — used this framing to accelerate stakeholder sign-off.

  • Owned end-to-end UX across the full transaction journey — selection, confirmation, payment and post-transaction states.

What I learnt

Regulated markets add a constraint layer that changes how you think about design. You can’t ship fast and iterate freely — every change touches compliance surfaces. The solution was building a design system that encoded those constraints at the pattern level — components that handled regulatory variation by default, so individual markets shared a common base.

The 40% time-to-market improvement wasn’t speed — it was eliminating rework. Once the system existed, teams stopped rebuilding the same patterns for each market. That’s where the time came back.

Are you interested? Keep reading below!

About

ParlayBay

Role

LEAD UX/UI Designer

My experience there:

May 2024 – Mar 2025

Category

Sports Betting Solutions

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ParlayBay is a Software as a Service (SaaS) platform revolutionising the sports betting industry with its innovative microbetting solutions. It offers more than just betting tools by creating a customisable ecosystem that enhances player engagement and streamlines operator workflows.

  • Engages players: ParlayBay delivers fast-paced microbetting experiences, keeping players captivated with dynamic and interactive gameplay.

  • Empowers operators: The platform provides customisable tools that streamline operations, offering seamless integration and enhanced profitability.

  • Trusted innovation: ParlayBay combines cutting-edge technology with reliable solutions, setting a new standard for the sports betting industry.

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Design System Definition

Design System Definition

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Product Team productivity growth

Product Team productivity growth
The thinking behind this work
--- type: process
Design Handoff Automation — 2.5 Hours to 20 Minutes
On Malta I turn a Figma file into developer-ready specs in about 20 minutes with Claude Code, the Figma MCP, and Codex, then add the accessibility and edge cases the extraction skips. The same scope on ParlayBay, documented by hand back in 2024, ran 112 hours. The tools changed; the judgment didn't.
saved: 2 hours 10 minutes per handoff cycle
Read the thinking →
--- type: process
AI Output Validation — Catching Slop in 12 Seconds
Before any text reaches a client, NotebookLM scans it against my voice guide and flags blacklist words, false contrasts, and em-dash overuse in 12 seconds. Then I read for the part rules miss: whether it actually sounds like a person. Cover letters went from 7/10 to 9.5/10 on voice.
metric: Every blacklist word caught in 12 seconds; tone still read by hand
Read the thinking →
--- type: process
Research Automation — 10 Sources in 5 Minutes
NotebookLM gathers and synthesizes 10 research sources in 5 minutes, freeing the time I spend validating against real user interviews. On Crypto Casino and Malta it cut research cycles from roughly 45 minutes to 5 and surfaced insights the pattern matching alone would have walked past. ParlayBay, a year earlier, is the by-hand version of the same job.
saved: 40 minutes per research cycle
Read the thinking →

UX/UI Research and Quick Turnarounds

UX/UI Research and Quick Turnarounds

ParlayBay was already live, so the work was never about starting from zero. It was about improving the product without creating chaos.

  • Temporary fixes first, then cleaner changes once the team had room for them.

  • Small UI changes rolled out gradually so the product could keep moving.

  • Quick benchmarking sessions helped us understand what users were actually doing, not just what they said they wanted.

  • The product evolved step by step, which made the work more realistic.

UX/UI Research and Quick Turnarounds

ParlayBay was already live, so the work was never about starting from zero. It was about improving the product without creating chaos.

  • Temporary fixes first, then cleaner changes once the team had room for them.

  • Small UI changes rolled out gradually so the product could keep moving.

  • Quick benchmarking sessions helped us understand what users were actually doing, not just what they said they wanted.

  • The product evolved step by step, which made the work more realistic.

Design System

Design System

The design system work was one of the most useful parts of the project because it gave the team something solid to build on.

  • I worked on structure, consistency, and reuse.

  • The system had to work for design and development, not just look tidy in Figma.

  • Building it from scratch meant making decisions that would still make sense later.

  • Once the system was clearer, the team could move faster with less friction.

Design System

The design system work was one of the most useful parts of the project because it gave the team something solid to build on.

  • I worked on structure, consistency, and reuse.

  • The system had to work for design and development, not just look tidy in Figma.

  • Building it from scratch meant making decisions that would still make sense later.

  • Once the system was clearer, the team could move faster with less friction.

Process & Team Alignment

Process & Team Alignment

A big part of the work was internal. The product team needed better structure, and the UX work had to support that too.

  • I helped make the development work easier to follow.

  • I prepared documentation so changes could be understood without constant hand-holding.

  • The team could move with more confidence once the process became clearer.

  • This part of the job mattered as much as the interface work.

Process & Team Alignment

A big part of the work was internal. The product team needed better structure, and the UX work had to support that too.

  • I helped make the development work easier to follow.

  • I prepared documentation so changes could be understood without constant hand-holding.

  • The team could move with more confidence once the process became clearer.

  • This part of the job mattered as much as the interface work.

Market Localisation

Market Localisation

Built the business case for design investment using revenue impact framing: each week of delay in a regulated market has a quantifiable cost. Used this framing to accelerate stakeholder sign-off and reduce scope discussions. Established review and handoff processes that kept engineering and product aligned across a three-market regulated environment under live product pressure.

Market Localisation

Built the business case for design investment using revenue impact framing: each week of delay in a regulated market has a quantifiable cost. Used this framing to accelerate stakeholder sign-off and reduce scope discussions. Established review and handoff processes that kept engineering and product aligned across a three-market regulated environment under live product pressure.

Alejandro Luna Ribero |  Product Designer, UX/UI & Game Designer

Alejandro Luna
UX/UI Designer &
Producer

©2026ALE LUNA DESIGN/

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©2026ALE LUNA DESIGN/

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