Ladbrokes Brand & Digital Experience
Role: Team Lead, Senior Visual & UX/UI Designer.
Company: Ladbrokes Coral Group (now part of Entain plc).
Scope: Web, Mobile, Campaign Ecosystem, iPad Sportsbook App (New Product), Live Casino Web Page.
Ladbrokes was going through a major transition period following its merger with Coral. The business was scaling rapidly, digital revenue was becoming a primary growth driver, and the brand needed to evolve into a unified, modern, high-performing digital experience across sportsbook, casino, and slots.
Overview
At Ladbrokes, one of the UK’s leading betting and sports entertainment brands, I helped shape the company’s digital presence across web, mobile, and campaign channels. Following its merger with Coral, the brand saw over 12% digital revenue growth. Our team played a key role in that success - unifying the visual language, improving user journeys, and strengthening the overall digital experience across sports, casino, and slots.
Objectives
Strengthen the Ladbrokes brand identity across all digital platforms.
Improve promotional clarity and conversion.
Design engaging and clear user journeys for promotional campaigns.
Maintain alignment with the broader marketing ecosystem - including TV and print.
My Role & Ownership
As Team Lead, I:
Led digital visual and UX/UI direction across verticals.
Collaborated daily with Product Managers, Marketing, and Dev.
Introduced modular layouts for campaign scalability.
Helped define reusable design patterns.
Designed and shipped the first iPad Sports Betting App.
Contributed to early-stage design system thinking.
Introducing the first Ladbrokes Sports Betting App for iPad (2017) - a completely new product experience designed and built by our in-house team:
iPad Sportsbook App (New Product)
We designed a native iPad experience optimized for:
Lean-back behavior.
Live odds visibility.
Clear bet-slip interaction.
Large touch targets.
Process
Working closely with marketing and development teams, I created landing pages, microsites, and digital campaigns that balanced clarity, performance, and visual energy.
Every project required blending Ladbrokes’ bold red aesthetic with intuitive UX - ensuring that each promotion felt exciting yet easy to navigate.
For casino and slot launches, I developed modular layouts that could adapt to different game themes while maintaining brand cohesion.
Highlights from my work on the Ladbrokes website - showcasing redesigned pages for Slots, Promotions, and Refer a Friend, along with various UX explorations developed with the product team:
Product Deep Dive: Reimagining the Ladbrokes Slots Experience
Intro
As an extension of my work at Ladbrokes, I developed a detailed product-led redesign concept for the Slots experience - using the brand, business context, and user needs as a foundation for a more structured, scalable, and engaging platform.
This concept allowed me to demonstrate how I approach product design end-to-end: from UX thinking and wireframes to systemized UI, reusable components, and polished final mockups. While the earlier work in this case study shows my contribution across campaigns, marketing, and digital brand experiences, this section highlights my process in greater depth through a single focused example.
The Challenge
The Slots section had an opportunity to become more than a content destination. It could evolve into a clearer, more product-driven experience that better supported discoverability, promotions, game categorization, and ongoing engagement.
The challenge was to create a modular and intuitive experience that could:
Help users browse and discover games more easily
Create clearer hierarchy between featured content, categories, and promotions
Support scalability across campaigns and game launches
Strengthen consistency across UX patterns and visual language
Balance excitement, clarity, and conversion within a high-traffic betting environment
My Approach
I approached this concept as both a UX and systems exercise - not just a surface redesign.
The goal was to define a scalable framework for the Slots experience by designing:
Early wireframes to explore layout, hierarchy, and user flow
Reusable wireframe components to support rapid iteration
A structured UI system for the final visual direction
High-fidelity mockups grounded in brand, clarity, and usability
Final reusable UI components that could support future scale
This process reflects how I typically work: starting with problem framing and layout logic, then moving into reusable building blocks, and finally crafting polished user-facing experiences that remain practical for teams to maintain and expand.
Wireframes for existing users, tiles hover statue and new users:
Wireframes for the hero banner, tournament snd slot search screen:
Covering the slot tiles different states:
From Wireframes to Scalable Structure
I began by mapping the core page architecture in wireframe form. This helped define the relationship between promotional modules, navigation patterns, content blocks, category browsing, and featured slot titles.
At this stage, I focused on clarity, content prioritization, and flexibility - ensuring the experience could support both everyday browsing and campaign-driven updates.
What I was showing here:
Early page wireframes
UX explorations for hierarchy and module behavior
Reusable wireframe components used to test layout patterns
Low-fi & High-fi components, design systems and variables:
Building the UI System
Once the structure was validated, I translated the wireframes into a more refined visual system aligned with the Ladbrokes brand. I created a set of reusable UI components to bring consistency across the experience and support future growth.
This included:
Navigation and page header patterns
Promotional banners and featured modules
Game card systems
Category and filtering treatments
CTA styles, spacing rules, and content containers
The intention was to create a system that felt bold and on-brand, while remaining easy to scan, flexible to update, and efficient to build from.
What I was showing here:
Design system foundations for the final mocks
Reusable high-fidelity UI components
Visual rules that supported consistency across the page
Final Mockups
The final screens bring the full concept together - combining product thinking, modular UX, and branded visual design into a cohesive Slots experience.
These mockups were designed to demonstrate how the platform could feel more modern, organized, and conversion-focused, while staying true to the Ladbrokes identity.
Key improvements included:
Stronger visual hierarchy
Clearer promotion placement
Better content organization
More scalable layout logic
A more premium and cohesive overall experience
What I’m showing here:
Final high-fidelity page mockups
Key interface states and modules
Final component applications across the experience
Why This Example Matters
This work is a good example of how I operate as a designer and design lead: connecting business goals, UX structure, visual systems, and execution quality into one scalable product thinking process.
It also reflects the kind of value I bring to teams - not only designing polished screens, but shaping the logic, systems, and reusable patterns behind them.
Selected Work
Seasonal campaign sites (Premier League, Grand National, Cheltenham).
Digital ads and motion graphics for acquisition and retention.
In-site promotional hubs for casino and slot titles.
Visual guidelines for internal and affiliate teams.
A collection of landing pages designed for major sports events and seasonal campaigns - each crafted to capture the energy of the moment while keeping the Ladbrokes brand front and center:
A selection of motion ads and promotional videos created for key Ladbrokes campaigns - produced in our in-house studio to capture the brand’s energy and excitement across digital and social channels.
Impact
In 2017, following its merger with Coral, Ladbrokes Coral Group became one of the UK’s largest betting brands, driving strong digital growth with a 12% revenue increase and higher sportsbook activity. The refreshed digital design system and campaign work I contributed to helped strengthen the brand’s online presence, unify its identity across channels, and improve engagement during this high-growth period.
Reflection
Working at Ladbrokes during this transformation taught me how to design for scale, speed, and clarity within a fast-moving, data-driven environment. It reinforced the value of connecting bold visual storytelling with measurable business results - a balance I continue to bring to every project.
