William Hill: UX/UI Leadership & Product Strategy
Driving global product excellence through data-led design, rigorous A/B testing, and the leadership of a high-performing multidisciplinary design team across Krakow and Gibraltar.
Who & How
Role: UX/UI Team Lead
Duration: 1 Years
Tools: Adobe Analytics, Figma, Jira, Optimizely (A/B Testing)
Team: Managed a team of Designers, collaborating with POs and Global Dev teams.
The Challenge & Research
The Problem: Operating in a highly regulated global gaming market, the challenge was to balance complex legal requirements (like GDPR and rigorous age verification) with a frictionless, high-energy user experience.
The Insight: We utilized deep-dive data analytics and competitive audits to identify "drop-off" points in the registration and account management flows. We realized that regulatory compliance didn't have to be a barrier; it could be a trust-builder if designed transparently.
The Solution & Iteration
The Execution: I shifted the team to a "Data-First" culture. We moved away from subjective design choices toward interactive prototypes validated through rigorous A/B testing and user journey mapping (storyboards, sitemaps, and screen flows).
Key Feature: Redesigned the user registration and account management modules to be GDPR-compliant while simultaneously reducing friction, resulting in a smoother "time-to-bet" for new users.
Leadership & Impact
The Strategy: As Team Lead, I was responsible for the recruitment, training, and professional growth of the Krakow design hub. I established the cross-functional communication frameworks that aligned design outputs with global business objectives.
The Outcome: Successfully optimised user engagement and conversion rates through iterative testing. More importantly, I fostered a culture of innovation that empowered the team to deliver high-fidelity artifacts that guided multi-market product development.
