Background

In the recent years, LeoVegas Group acquired several brands, including Expekt, 21.co.uk, Bet UK and Pink Casino, additionally it has created the new GoGoCasino and LiveCasino.com. Those negotiations spanned a multi-brand strategy having LeoVegas.com as a central piece, being the main driver of the group’s brand and a market reference.

Role

Driving and leading the Discovery initiative at LeoVegas.com, where I have the opportunity to plan, define and execute a User Experience strategy, encompassing all the steps from initial research, identifying and gathering user pains to generate problem statements, until the point where it is possible to suggest it as roadmap items.

The main goal of the team is to understand all the aspects of the user interaction, analysing their perspective over existing and prospective new products;features;tools. From that ,we envision a heat map of to-be-improved areas and turn our focus to what we consider the most prioritised challenges to look at, always basing our hypothesis in both qualitative and quantitative data. Bringing the user perspective to LeoVegas.com, drives improvements on every part of the customer journey in several markets across EU, USA, LATAM and JP, having the responsibility of giving the direction for the flagship product and setting a path that can be followed by other brands.

By standing at this position in-between the user and the company plans it’s really interesting to see both sides of the spectrum and it allows myself to be in contact and collaboration with a universe of key teams, to name a few: Conversion Rate Optimization, Business Analysis, Customer Relationship Management, Legal and Compliance, Operations, Local Market Managers among other stakeholders and have a even closer partnership with Product Designers, Tech Leads and Product Managers.

Responsibilities

• UX Strategy: Creation and leadership
• Qualitative research
• Quantitative research: Definition of hypothesis, requirements and evaluation of results
• Stakeholder management
• Project proposal: Hypothesis, description, dependencies and task management
• Project management tooling: Epics, stories and tasks in Jira
• Workshops
• Experiments: Hypothesis, definition and request for A/B tests and Rollouts.
• Scope Definition: Proposal for slicing the final product into multi-releases.
• Wire-framing
• Prototyping and validation
• ROI planning and evaluation

High-Level Goals

• Consolidate user needs as a vertical by establishing their needs as a tangible voice.
• Find the balance between strategy, timelines and user needs.

Challenges

• Define a multi-brand strategy that can serve as a golden path to all brands involved in the company umbrella.
• Achieve compliance requirements and their local market variations.
• Craft and evolve ways of working for the Discovery area and its relationships with all stakeholders.