Revolutionizing Paddy Power Italy’s UX Design: A Blend of Creativity and Strategy

In 2013, I embarked on an exciting journey with Paddy Power Italy, joining their Creative Global Team. My role was pivotal in shaping the brand’s visual identity across all products for the Italian market. I was entrusted with the responsibility of infusing creativity and strategic design into every aspect of our campaigns, directly impacting customer acquisition, retention, and CRM initiatives.

My approach was rooted in design thinking, which I championed and integrated at the onset of each project. This methodology was crucial in aligning stakeholder vision with user-centric designs, ensuring that every creative output resonated with our audience while staying true to our brand’s mischievous essence.

As a team leader, I guided a talented creative designer and collaborated with an external creative agency, Red Onion. My role involved steering their creative concepts, ensuring adherence to the best design practices and our evolving Brand Visual Identity. This leadership was instrumental in maintaining consistency across all our design and marketing campaigns, a critical factor in building a cohesive and recognizable brand presence.

A key project during my tenure was the Promo Site, a web-responsive platform designed to support all Italian promotional retention activities. Here, my expertise in UX and UI design came to the forefront. Collaborating with an agency, I led the design process, ensuring the site was not only visually appealing but also intuitive and user-friendly. This project was a testament to my ability to merge aesthetic appeal with functional design, enhancing user engagement and contributing significantly to the brand’s retention strategy.