Modular design system framework for Caesars Digital brands: Caesars Sportsbook, Caesars Palace, Horseshoe and William Hill.

The combination of high bounce and abandonment rates in their acquisition journeys is severely limiting conversions across all Caesars Digital products.

Increase Registration Start
Increase Registration Success
Increase First Time Deposits
Reduce KYC Failure Events
Reduce Bounce Rate
Improve SEO

As of January 2025, Casino products saw a 49% increase in registrations within 30 days post-launch.

With limited time to deliver before the holiday season, I led a cross-functional collaboration between Executives, Product Managers, and Designers to drive a high-impact conversion initiative. I conducted a competitive analysis of end-to-end user journeys and uncovered significant gaps where we lagged behind key competitors. Additionally, I mapped the Caesars digital ecosystem to identify friction points and opportunities for improvement.

Building on these insights, I designed tailored solutions for each potential customer entry point. I also streamlined our registration flow, reducing it from 12 steps to just 3, and optimized the first-time deposit experience for speed by prioritizing Apple Pay and native credit card auto-fill.

To ensure scalability across all digital business lines, I partnered with the design system team to develop a new, accessible, and functionally consistent form field and overlay component system for our app. This initiative not only enhanced usability but also reinforced design consistency across the platform.

I began my discovery by mapping out the end-to-end customer journey for signing up with a welcome offer. This involved analyzing their visibility in both paid and organic search results, identifying how users first encounter the brand, and examining whether they are directed to register via a web browser or prompted to download the app first. This approach allowed me to uncover key friction points and opportunities to optimize the onboarding experience.

View the full journey map here

Caesars operates within a vast, interconnected ecosystem spanning digital, retail, and hospitality each with multiple, fragmented customer acquisition paths. Previously, these journeys were managed in silos across different teams, with no unified documentation to provide clarity.

Recognizing this gap, I led the creation of a comprehensive touchpoint map for Caesars’ flagship digital products: Caesars Sportsbook and Caesars Palace. This initiative enabled deep analysis of customer entry points, allowing for tailored experiences based on where users enter the funnel.

For example, a customer visiting a Las Vegas sportsbook during football season would receive a Raiders-specific promotion, aligning their experience with their real-world context. By centralizing and visualizing these touchpoints, my work empowered Caesars to drive smarter, data-driven engagement strategies across platforms.

To enhance UX and reduce technical debt across Caesars’ digital ecosystem, I proposed and led an initiative to standardize form fields and overlays, critical components that previously lacked consistency and accessibility.

Collaborating closely with the Design System Team, I conducted discovery and testing to develop a scalable solution that could be implemented across all digital products. Our process included:

• Defining functional requirements for each component variation

• Ensuring accessibility compliance across form fields

• Refining color token themes to support both light and dark modes within the design system

This work not only improved usability but also established a scalable, maintainable foundation for future product development, ensuring a seamless and inclusive experience for all users.

Partnering across multiple departments, I streamlined Caesars’ registration and first-time deposit experiences, reducing the registration process from 12 steps to just 4. Additionally, I spearheaded a transition to an in-house payment system, eliminating reliance on third parties that were negatively impacting first-time deposit conversion rates.

These journeys are critical to both acquisition and retention, customers need a seamless way to move money, as sports bettors require speed for time-sensitive wagers, and casino players rely on quick deposits to maintain gameplay momentum. However, we identified major pain points, including third-party friction, trust issues, bugs, and unnecessary cognitive load.

By focusing on urgency, usability, and trust, I drove key UX and technical improvements, including:

• Redesigning primary screens and deposit flows for clarity and efficiency

• Reducing friction with autofill, automatic third-party sign-in, and faster load times

• Building trust through consistent branding, clearer messaging, and optimization

I developed a solution that worked seamlessly across all Caesars iGaming brands, introducing dynamic welcome offers tailored to each customer’s entry point in the registration journey.

In the highly competitive iGaming industry, where customers often shop for the best acquisition incentives, a one-size-fits-all approach falls short. To maximize conversion and engagement, I designed an adaptive system that personalizes offers based on key factors, including:

• Customer demographics and location

• State-specific regulations

• Nearby professional sports teams

• Seasonal events and betting trends

This strategy ensures that a customer in New York during football season sees a Giants or Jets-focused offer, while a Las Vegas user receives a casino-centric promotion. By aligning incentives with user context, Caesars can enhance acquisition, increase engagement, and drive long-term retention.

Caesars Sportsbook, iGaming Sportsbook Brand

Horseshoe, iGaming Casino Luxury Brand

With high-stakes deadlines pre-holiday for Casino and post-holiday for the Super Bowl for Sportsbook, I played a critical role in ensuring a seamless, issue-free launch.

Collaborating closely with the Product Manager and Head of Casino, I helped drive execution by:

• Aligning teams during joint sprint planning, ensuring Casino and Sportsbook efforts were coordinated

• Working hands-on with developers throughout the sprint, addressing questions and resolving concerns in real time

• Rigorously QA’ing the journeys once builds were ready, identifying and escalating critical issues while documenting trivial fixes for pre-launch or fast-follow updates

Through proactive leadership and seamless cross-functional collaboration, we delivered a high-quality, on-time launch for two of Caesars’ most critical revenue-driving products, driving a 49% increase in Casino registrations within just 30 days post-launch.