Alberd

New experience for the online gaming industry

Contact

Industry

iGaming
Online Gambling

Deliverables

UI/UX
Prototyping

Platforms

Web and Mobile

My Role

Role: UI/UX Designer
Project Type: Personal Project (B2B SaaS Concept)
Duration: 1 Week
Platform: Web Dashboard
Tools Used: Figma, FigJam, Notion, ChatGPT (for prototyping AI logic)

Context & Problem

I noticed that many customer support platforms (like Salesforce Service Cloud) feel overwhelming — agents juggle multiple tabs, manually search through documents, and switch context constantly. These inefficiencies slow down response times and create frustration on both sides.
This project was a self-initiated exploration: I defined the problem, drew inspiration from existing tools, and applied Salesforce’s design system to imagine how AI could transform the experience.

Design Objectives

My goal was to reimagine a human-centered, AI-assisted ticketing system.  

Key principles included:

Streamlined multi-ticket management
AI-powered information retrieval & suggestions
Minimal UI to reduce cognitive load
AI-driven task automation (reply suggestions, tagging, categorization)
Agent well-being at the core of the design

The Client

Betsson Group is a major international iGaming and online gambling company — meaning it provides digital betting and gaming services such as casino games, sports betting, poker, and other online entertainment products. It operates through a portfolio of well-known brands and is listed on the Nasdaq Stockholm stock exchange as Betsson AB.

Business need

They aimed to revamp their web application and mobile experience across both customer-facing and admin platforms. The goal was to modernize the overall interface, improve usability, and ensure consistency across devices. This included redesigning existing journeys, creating new user flows, and simplifying complex interactions. On the customer side, the focus was on smoother navigation, faster actions, and clearer information. On the admin side, they sought efficient workflows, better data visibility, and tools that enable quicker, more confident decision-making, while supporting scalability, compliance, and future feature expansion globally aligned.

Solution

I redesigned the overall product experience by closely aligning it with user and business needs. The focus was on simplifying complex interactions, reducing friction across key journeys, and improving usability across both web and mobile platforms.

Impact and result

By introducing quick, intuitive solutions and streamlined experiences, I significantly reduced task completion time and operational complexity. The improved flows enabled users to achieve their goals faster while minimizing unnecessary steps and errors. This resulted in lower effort for internal teams, improved efficiency, and reduced dependency on manual interventions. The redesigned experience helped teams work more effectively, saved valuable time across daily operations, and supported faster decision-making, ultimately contributing to higher productivity, smoother workflows, and a more scalable, performance-driven product ecosystem.

Conclusion

To be done