Onboarding & Conversion

The original experience sent first-time visitors directly into registration. Users had to commit before they could properly understand the platform or explore its games.

I introduced a signed-out experience that allowed prospective players to browse and interact with the product before creating an account. This changed the beginning of the journey from an immediate request for personal information into an opportunity to establish interest and intent first.

The existing registration journey spread required information across too many individual pages and interactions. Although the platform still needed to collect the information required for a regulated real-money product, the experience did not need to feel as long or fragmented as it did.

I consolidated related information into fewer, more efficient steps and clarified the path through account creation. I also introduced two-factor authentication to strengthen account protection as the journey became faster and more streamlined.

The goal was not simply to minimize the number of screens. It was to make every step feel necessary, understandable, and proportionate to what the user was trying to accomplish.

Identity verification previously required users to leave the onboarding flow, photograph their ID, take a selfie, send both to customer support, and wait for manual approval.

I led the integration of IDComply to bring identity verification directly into the product and provide eligible users with a real-time result. IDComply’s integrated fallback remained available when the primary verification path could not resolve a case, with manual support review retained as the final exception path.

Location eligibility had relied entirely on IP lookup, which could incorrectly block eligible users. I introduced GeoComply for real-time geolocation while retaining IP lookup as a fallback.

Automation became the primary experience without eliminating the exception handling required by a regulated platform.

Sign-up promotions were an important part of the acquisition journey, particularly for users arriving through affiliate campaigns.

When the platform could verify the user’s source and match it to a qualifying offer, the correct promotion was applied automatically. This reduced mistyped codes, invalid-offer issues, and the risk of users completing registration without receiving the promotion they expected.

A manual promo-code field remained available when the acquisition source could not be reliably identified.

After navigating registration and verification, users still had limited ways to fund their accounts. Deposits supported only credit and debit cards, while withdrawals were issued through physical cheques sent by mail.

I expanded the platform’s money-movement capabilities through PayNearMe, adding modern deposit and withdrawal methods that better matched user expectations.

This was more than a payments improvement. Deposit represented the final conversion event in the onboarding funnel. Giving users familiar and convenient ways to fund their account removed friction at the moment when intent was highest.