Revolutionizing User Experience: The Paddy Power Italy Registration Page Project

Joining Paddy Power Italy in 2013, I became a key player in the Creative Global Team for Italy. My role was crucial in embedding the brand’s visual identity into all creative designs for the Italian market. I infused mischief and creativity into our concepts to boost customer acquisition, enhance retention, and support CRM initiatives. One of my pivotal contributions was advocating for design thinking, ensuring it was a cornerstone of each project, and driving stakeholder engagement with this process.

I led a team comprising a creative designer and liaised with an external agency, overseeing and integrating their proposals with our brand’s evolving visual identity and best design practices. This ensured consistency across our design and marketing campaigns, maintaining a cohesive brand narrative.

A landmark project in my tenure was the redesign of the Registration Page, which marked my first collaboration with the Product Team in Ireland. This project was not only about UX and UI design; it was a challenge to balance regulatory requirements with user experience. Italian regulations demanded a detailed customer registration process, which risked a cumbersome and lengthy page. My task was to create a registration experience that was user-friendly, accessible, and clear, all within the constraints of a single-page layout. This was crucial to reducing potential user churn.

Successfully overcoming this challenge, I designed a registration page that was both compliant and streamlined, enhancing the user journey without sacrificing necessary information. This project significantly improved user engagement and satisfaction and was instrumental in my gaining visibility within the team, leading to an opportunity to join them in the UK within a year.