Signing up should be one of the easiest parts of using a product. In betting and gaming, though, registration comes with a lot happening behind the scenes — identity checks, regulation, customer protection and business requirements.
We set out to rethink that experience across Evoke, making it feel simpler and more reassuring without losing the checks that needed to happen.
Making a better first impression
Overview
My role
Lead Product Designer
Year
2024
Technical constraints had also made the experience increasingly difficult to evolve. What remained was functional, but fragmented, dated and disconnected from the experience we wanted to create. Payment Vision Case Study 2026
So the challenge wasn't simply to redesign the cashier. It was to rethink the role payments could play in the wider product.
Getting started shouldn't feel like hard work
Challenge
We broke the journey into smaller, more focused moments — making it clearer what was being asked and helping customers feel like they were moving forward.
Testing throughout the project helped us understand where people hesitated, what wasn’t clear and what they expected to happen next. We used those insights to keep refining the experience.
Less about forms. More about momentum.
Rethinking the journey
The redesigned experience made registration easier to understand and easier to complete — while still supporting the regulatory requirements behind it.
Simpler for customers. Better for the business.
The impact
+27%
Sportsbook conversion
+37%
Casino conversion
93
System Usability Scale
The project reinforced something I think about a lot in product design: simplicity isn't always about removing things. Sometimes the complexity has to exist.
Our job was to decide how much of that complexity the customer should ever have to see.
Registration still had to do a lot. It just didn't need to feel like it did.
Making complex things feel simple
Reflection
Hire me
I hope you enjoyed looking at my work. Lets connect and make something awesome together.