(Nathan Greaves)
Collaborative by default, independent when needed.
© 2026
(01)
(UX/UI Ladbrokes ACCA Shuffle)
© 2026
(01)
(UX/UI Ladbrokes ACCA Shuffle)
© 2026
Final Product
Final Product
Final Product
Project overview
Client: Entain / Ladbrokes
Role: UX/UI Design Lead
Timeline: 6+ months
Platform: Mobile app
Project type: Game creation,
UX design & branding
ACCA Shuffle is a tool designed to simplify accumulator betting by allowing users to shuffle selections, lock favourites, and progressively build an acca without starting from scratch.
Background & brief
Accumulator betting is popular but often perceived as complex and time-consuming. The brief was to make acca creation feel approachable and engaging, without removing user agency.
Problem & goals
Problem
Building accumulators requires multiple decisions, leading to fatigue and hesitation, particularly among less confident bettors.
Goals
Reduce time and effort required to build an acca
Balance randomness with user control
Encourage experimentation without increasing risk
Branding &
Visual Identity
I designed the ACCA Shuffle logo to feel bold, energetic, and instantly recognisable within the Ladbrokes ecosystem. The slanted typography conveys movement and momentum, while the arrows integrated into the letterforms reference the universally recognised shuffle icon, commonly used in music streaming and digital interfaces to represent rearrangement and discovery.
Set against Ladbrokes’ signature red, the logo maintains brand consistency while giving ACCA Shuffle a clear, game-like identity. The result is a mark that communicates action and control at a glance, reinforcing the product mechanic without adding unnecessary complexity.
Users & insight
Research showed users enjoyed the idea of accumulators but avoided them due to complexity.
Key insights
Users wanted inspiration, not automation
Control was essential to trust
Accas should feel playful, not technical
UX process
Research
& competitive analysis
Reviewed existing acca flows to identify friction and opportunities for simplification.
Interaction design
Defined a clear mental model:
Shuffle → Lock → Shuffle again → Stake
Journey & structure
Focused on visual clarity, immediate feedback, and fast progression to stake placement.
Game screen populated with bets
Locked and
unlocked bets
Entry point:
Home screen
Carousel
More Projects
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Testing & validation
Testing revealed that uncertainty surfaced after the reveal, not during onboarding or entry. Users wanted reassurance that outcomes were intentional and fair, without slowing the experience.
Testing focus
Can users understand Lucky Dip without instruction?
Does the flow feel faster than traditional betting?
Does the reveal add excitement without confusion?aviours across new and returning bettors, identifying friction points and emotional drivers such as confidence and excitement.
Concept & interaction design
Physical and digital anticipation models (tombolas, scratch cards, loot crates) informed a reveal-based interaction that kept the interface visually minimal.
Key Findings
Users consistently described the experience as quick and effortless
The reveal animation significantly increased excitement
Some users questioned how odds were generated after the reveal
Key issue identified: Perceived loss of control
How I worked to solve it
Reframed the issue as a mental model gap
Strengthened interaction sequencing to clarify ownership
Made locking visually undeniable
Reinforced feedback after every action
Outcome
Post-iteration testing showed increased confidence and faster progression to stake placement.
Outcome & impact
ACCA Shuffle reduced friction in acca creation and helped reposition accumulators as approachable rather than intimidating.
Reflection
& next steps
Improve entry-point visibility
Introduce optional presets
Explore acca templates
More Projects
(01)
UX/UI
Ladbrokes Lucky Dip
(03)
Branding
Baha Buns
(01)
(UX/UI Ladbrokes ACCA Shuffle)
© 2026
(01)
(UX/UI Ladbrokes ACCA Shuffle)
© 2026
Final Product
Final Product
Final Product
Final Product
Project overview
Client: Entain / Ladbrokes
Role: UX/UI Design Lead
Timeline: 6+ months
Platform: Mobile app
Project type: Game creation,
UX design & branding
ACCA Shuffle is a tool designed to simplify accumulator betting by allowing users to shuffle selections, lock favourites, and progressively build an acca without starting from scratch.
Background & brief
Accumulator betting is popular but often perceived as complex and time-consuming. The brief was to make acca creation feel approachable and engaging, without removing user agency.
Problem & goals
Problem
Building accumulators requires multiple decisions, leading to fatigue and hesitation, particularly among less confident bettors.
Goals
Reduce time and effort required to build an acca
Balance randomness with user control
Encourage experimentation without increasing risk
Branding & Visual Identity
I designed the ACCA Shuffle logo to feel bold, energetic, and instantly recognisable within the Ladbrokes ecosystem. The slanted typography conveys movement and momentum, while the arrows integrated into the letterforms reference the universally recognised shuffle icon, commonly used in music streaming and digital interfaces to represent rearrangement and discovery.
Set against Ladbrokes’ signature red, the logo maintains brand consistency while giving ACCA Shuffle a clear, game-like identity. The result is a mark that communicates action and control at a glance, reinforcing the product mechanic without adding unnecessary complexity.
Users & insight
Research showed users enjoyed the idea of accumulators but avoided them due to complexity.
Key insights
Users wanted inspiration, not automation
Control was essential to trust
Accas should feel playful, not technical
UX process
Research
& competitive analysis
Reviewed existing acca flows to identify friction and opportunities for simplification.
Interaction design
Defined a clear mental model:
Shuffle → Lock → Shuffle again → Stake
Journey & structure
Focused on visual clarity, immediate feedback, and fast progression to stake placement.
Wireframes
Entry point: Home screen
Carousel
Game screen populated with bets
Locked and
unlocked bets
FInal Design
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
More Projects
Testing & validation
Unmoderated usability testing with 5 participants focused on confidence and decision-making rather than task completion alone.
Key findings
Shuffle felt engaging and intuitive
Locking was under-communicated visually
Some users hesitated before committing
Key issue identified: Perceived loss of control
How I worked to solve it
Reframed the issue as a mental model gap
Strengthened interaction sequencing to clarify ownership
Made locking visually undeniable
Reinforced feedback after every action
Outcome
Post-iteration testing showed increased confidence and faster progression to stake placement.
Outcome & impact
ACCA Shuffle reduced friction in acca creation and helped reposition accumulators as approachable rather than intimidating.
Reflection & next steps
Improve entry-point visibility
Introduce optional presets
Explore acca templates
More Projects
(01)
UX/UI
Ladbrokes Lucky Dip
(03)
Branding
Baha Buns
(01)
(UX/UI Ladbrokes ACCA Shuffle)
© 2026
Final Product
Project overview
Client: Entain / Ladbrokes
Role: UX/UI Design Lead
Timeline: 6+ months
Platform: Mobile app
Project type: Game creation,
UX design & branding
ACCA Shuffle is a tool designed to simplify accumulator betting by allowing users to shuffle selections, lock favourites, and progressively build an acca without starting from scratch.
Background & brief
Accumulator betting is popular but often perceived as complex and time-consuming. The brief was to make acca creation feel approachable and engaging, without removing user agency.
Problem & goals
Problem
Building accumulators requires multiple decisions, leading to fatigue and hesitation, particularly among less confident bettors.
Goals
Reduce time and effort required to build an acca
Balance randomness with user control
Encourage experimentation without increasing risk
Branding & Logo Design
I designed the ACCA Shuffle logo to feel bold, energetic, and instantly recognisable within the Ladbrokes ecosystem. The slanted typography conveys movement and momentum, while the arrows integrated into the letterforms reference the universally recognised shuffle icon, commonly used in music streaming and digital interfaces to represent rearrangement and discovery.
Set against Ladbrokes’ signature red, the logo maintains brand consistency while giving ACCA Shuffle a clear, game-like identity. The result is a mark that communicates action and control at a glance, reinforcing the product mechanic without adding unnecessary complexity.
FInal Logo
Users & insight
Research showed users enjoyed the idea of accumulators but avoided them due to complexity.
Key insights
Users wanted inspiration, not automation
Control was essential to trust
Accas should feel playful, not technical
UX process
Research
& competitive analysis
Reviewed existing acca flows to identify friction and opportunities for simplification.
Interaction design
Defined a clear mental model:
Shuffle → Lock → Shuffle again → Stake
Journey & structure
Focused on visual clarity, immediate feedback, and fast progression to stake placement.
Wireframes
Entry point: Home screen
Carousel
Game screen populated with bets
Locked and
unlocked bets
FInal Design
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Event Selection
Take a look at the feature in action
Testing & validation
Unmoderated usability testing with 5 participants focused on confidence and decision-making rather than task completion alone.
Key findings
Shuffle felt engaging and intuitive
Locking was under-communicated visually
Some users hesitated before committing
Key issue identified:
Perceived loss of control
How I worked to solve it
Reframed the issue as a mental model gap
Strengthened interaction sequencing to clarify ownership
Made locking visually undeniable
Reinforced feedback after every action
Outcome
Post-iteration testing showed increased confidence and faster progression to stake placement.
Outcome & impact
ACCA Shuffle reduced friction in acca creation and helped reposition accumulators as approachable rather than intimidating.
Reflection & next steps
Improve entry-point visibility
Introduce optional presets
Explore acca templates
More Projects
(01)
UX/UI
Ladbrokes Lucky Dip
(03)
Branding
Baha Buns
