What I did

• Analyzed the existing user flow to identify clear pain points in the user journey.

• Contributed my strong technical expertise and understanding of my group's design ideas to create a polished and realistic design solution that is easy to implement.

• Presented the work continuously to ATG to ensure the design stayed true to their brand and complied with Swedish laws for horse betting.

• Worked within an existing design system with buttons, typefaces, and color codes.

• Developed interactive prototypes in Figma and iterated on these based on qualitative insights from usability tests.

• Conducted observation studies where I analyzed user interactions in real time to identify friction.

What I learned

Working for a large and established company taught me how to navigate a design process for an existing brand:

• I learned to work within the constraints of a design system and strict regulations.

• Putting the user's needs first taught me to design empathetically and let go of my own opinions about how something should look or function.

• I understood how to leverage my technical expertise to assess what is and isn't possible to implement, something that saved my group a lot of time and ensured we delivered a realistic solution.