Win Lab
01 · Overview A social casino built from zero
Win Lab is Rhino Entertainment's social casino platform: lobby, games, jackpots, missions, store and wallet, designed as one connected experience. I joined at zero, before the first screen existed, and owned the entire UX/UI from visual direction to dev-ready handoff.
02 · The challenge Make it feel alive
Social casino lives and dies on retention. There is no cash payout at the end, so the product itself has to be the reward: every session needs to feel eventful, every return visit needs something new to notice. The brief was a platform that feels alive, reacts to the player, and keeps a casual audience coming back night after night.
03 · The model Problem → solution, in one loop
The problem: casual players churn when nothing feels new. The solution: a loop of missions, daily bonuses, jackpots and evolving rewards that turns every visit into visible progress, and every screen into a step of that loop.
That model shaped the whole surface: the lobby leads with a live jackpot banner, games surface challenges mid-play, the store and redeem flows close the economy, and leaderboards plus refer-a-friend give progress a social edge.
04 · Process From mood boards to dev-ready system
Direction first. I set the visual tone through mood boards: dark surfaces, electric lime energy, characters with personality. A look that reads “game” without losing product clarity.
AI-accelerated production. High-quality UI art, game tiles and promotional assets built with AI-assisted workflows, art-directed by hand. Human creative direction, AI speed.
Motion as feedback. Interactive animations for jackpot moments, wins, spins and streaks, designed so the interface itself celebrates the player.
A system that scales. Everything ships from a Figma design system with components, variables and Auto Layout: light and dark surfaces, tokenized color and type, and templates the dev team can build from without guesswork.
05 · The flows What is drifting
on the right
- Onboarding & verification: sign up, guided steps, phone and two-factor, and the full KYC ladder.
- Lobby & games: the home feed, game views and the live jackpot moments that anchor a session.
- Winning: jackpot winners, challenges, promotions and leaderboards, empty states included.
- The economy: store, bonus codes, custom purchases and the bank redeem flows that close the loop.
- Growth & account: refer-a-friend, the verified user cabinet, and the edge cases down to the 404.
06 · Conclusion Retention, designed in
Retention was the entire business case. Rhino Entertainment needed a social casino people come back to without a cash prize pulling them in, and with no payout at the end the product itself has to be the reward. A session that does not feel eventful leaves nothing else to sell.
I treated that as a structural problem rather than a styling one. Every screen became a step in a single progress loop, so missions, jackpots, bonuses and rewards reinforce each other instead of sitting in separate features. Around that structure I set the visual direction, used AI-assisted production under hand art direction to reach finished quality at pace, and made motion carry the feedback so the interface visibly reacts the moment a player wins.
The outcome is a complete 0 to 1 product covering onboarding and verification, the lobby and games, the economy and the social layer, down to the empty states and the 404 that usually get left until last. It all runs on the design system, so the team can add features without redrawing the product or renegotiating the brand.