Elevating the UX of Retention activities

Joining Paddy Power Italy in 2013 marked the beginning of an exciting chapter in my career. As a key member of the Creative Global Team, my mandate was to infuse the brand’s visual identity into all creative designs across Paddy Power’s Italian product range. My role was a blend of creativity and strategic thinking, aiming to boost customer acquisition, enhance retention, and support CRM activities.

A significant part of my contribution involved advocating for the design thinking process. I actively encouraged stakeholders to adopt this approach at the project’s inception, ensuring a user-centric design framework. My leadership extended to guiding a creative designer and coordinating with an external creative agency, harmonizing their ideas with our brand’s visual identity and best design practices. This was crucial in maintaining consistency across all design and marketing campaigns.

One of the standout projects I led was ‘Fase a Gironi’, a web-responsive site designed for retention activities during the final stages of the UEFA Champions League. This project required me to conceptualize and execute both the UX and UI aspects in collaboration with an agency. The challenge was to create an engaging, intuitive, and visually appealing platform that resonated with the excitement of the Champions League while aligning with Paddy Power’s brand ethos.

My work on ‘Fase a Gironi’ was not just about aesthetics; it was about creating a seamless user journey that enhanced user engagement and contributed to the brand’s retention strategy. The project showcased my ability to balance creative vision with user-friendly design, resulting in a successful platform that elevated the user experience during one of football’s most thrilling events.