Caesars Palace Online Casino
Product & UX Design
June 2024 to Sep 2025
Overview
In my role as UX & Product Designer for Caesars Palace Online (CPO), I spearheaded the strategic overhaul of the platform's core player experience across three flagship brands: Caesars Palace, Horseshoe, and Caesars Sportsbook. By dismantling technical debt and replacing fragmented sportsbook-legacy assets with a bespoke, high-performance design system, I helped the product to its most successful era in company history—propelling Caesars from #8 to a Top 3 industry ranking and breaking every major KPI record, including DAU and ARPU.
Project Highlights
The Reward Center & Credit Shop (Reducing Support Load)
User Pain Point
High volume of customer support (CS) tickets regarding reward redemption and point clarity.
The Solution
Designed an intuitive Reward Center and a Reward Credit Shop where users can redeem credits for free spins and casino benefits.
Business Impact
Reduced customer support tickets by nearly 60% and increased engagement with the loyalty ecosystem.
The Final Results (The "Receipts")
Market Position
Rose from #8 to 3rd place in industry rankings (E&K Report July 2025).
Category Win
Claimed 4th place in the "Play" category for smooth gameplay and engaging promotions.
KPI Success
Achieved the "biggest months ever" for all KPIs, including DAU and ARPU, beating the previous months record every month of 2025.