A/B testing the bet receipt
The test responded to stakeholder disagreement about feature priority. Results were close, but leaned toward preserving the customer’s intended experience rather than inserting a retail-style promotion.
Enterprise gaming · loyalty integration
Caesars Sportsbook
I helped define how Caesars Rewards should work inside a newly white-labeled sportsbook—connecting customer education, product strategy, research, design systems, engineering, and regulatory constraints.
Make loyalty visible. Keep the betting journey clear.
Experience at a glance
Loyalty inside the betting journey.
The original device stack captures the central systems challenge: make Caesars Rewards visible and understandable without pulling customers away from the sportsbook experience.
Project overview
As Caesars Digital continued integrating with Caesars Entertainment, a new Product Lead created a dedicated Loyalty requirements area. As the team’s most tenured member, I helped connect new teammates, legacy knowledge, and the wider relationship between the sportsbook and Caesars Rewards.
Team
8 people: 3 UX designers, 2 front-end developers, 1 product manager, 2 QA engineers
Duration
2 months
Tools
Figma, Photoshop, Illustrator, UserTesting.com, Confluence, Jira
Methods
Information architecture, Concept mapping, Usability testing, A/B testing, Wireframes, Rapid prototyping, Iteration
The challenge
What the system needed.
Customers did not understand how Caesars Rewards worked in the sportsbook app or what value it provided. The system needed to create awareness of Reward Credits and their place in the betting journey without turning the product into a marketing end-cap.
Tasks
- 01Determine the feature roadmap
- 02Anchor the effort with epics and user stories
- 03Prioritize features around requirements and dependencies
- 04Validate compositions and iterate
- 05Plan strategic work after release
Solution direction
The most ambitious concept—a celebration animation when someone reached a new Rewards tier—won executive interest, but the practical first step was customer education and awareness.
I balanced the dense sportsbook experience with the guidance of two senior UX designers who led the native and web design systems.
Research
Early research leaned on the sportsbook design system and used the awareness gap as a chance to grow a research funnel. Usabilla and UserTesting.com helped build evidence for executive conversations and design iteration.
Rewards hub usability testing
Testing examined whether a more capable account hub still made sense to customers. The contributing NPS remained mostly positive.
Design
Working in a more robust product and design system required a learner’s mindset. I used one-pagers, epics, stakeholder collaboration, and the established system to keep the new work aligned before handoff.
Outcomes & next steps
We established an education-first path for deeper Caesars Rewards integration and created planning artifacts the team could reuse for accessibility, deep-linking, and future feature audits.
The clearest systems lesson: strengthening what already exists can create more customer value than continually adding something new.
- Continue auditing and strengthening existing Rewards experiences
- Broaden platform thinking beyond mobile-only assumptions
- Use deep-link planning to reduce future research effort
- Pursue relationships with innovation partners such as Black Fire Innovation Labs