I led the redesign of AskGamblers, a well-known casino review site with a loyal user base and a lot of content. Honestly, the site had grown a bit out of control—pages too long, content piled up, and navigation that didn’t quite keep up with user needs. It wasn’t broken exactly… but it was messy.
So we stepped back. I started with user research—not just surveys and analytics, but actual session recordings, interviews, heatmaps. You could feel the friction: people were trying, clicking, scrolling… not always finding. That guided our first decisions more than anything else.
2023 Redesign
The new homepage had to feel lighter. Not just visually, but cognitively. We simplified the structure, focused attention, made better use of white space. Search became more useful, not just more visible. Navigation got… well, not perfect, but far less frustrating.
2016 Design
Heat maps on 2016 Design
User interviews on 2016 design
The final design incorporated a modern and visually engaging interface, with improved navigation and search functionality. The site's content was restructured to make it easier for users to find the information they were looking for, and the overall user flow was streamlined to improve the overall user experience.
Overall, the redesign was a success, with users reporting increased satisfaction with the site's usability and design. The project was a valuable experience in designing for user needs and creating a seamless user experience.
And honestly, the content itself needed a trim. One section in particular “New on AG” was just too much. We merged multiple blocks into a single carousel with tabs. Users could still find everything, but they weren’t wading through repetition. It made the whole page breathe better.
The card designs were next. We found that the design was too repetitive, with very intrusive CTA, small logo and non relevant information. So we flattened things out, made the operator logo pop out, opened up the layout, and adjusted the visual rhythm. Subtle things, really. But they made the review pages feel less transactional, more skimmable, more human.
We knew from analytics that users spent over 7 minutes comparing offers, reading reviews—so we didn’t want to rush them into deciding from the card, but go to the review page where they can find all the relevant information.
We applied the same thinking to the category pages. Each one got special attention—casinos, bonuses, slots—while still following a shared visual language. Not everything was reinvented. Some things just needed better alignment, clearer hierarchy, less clutter.