(Nathan Greaves)
Collaborative by default, independent when needed.
© 2026
(01)
(UX/UI Ladbrokes Lucky Dip)
© 2026
(01)
(UX/UI Ladbrokes Lucky Dip)
© 2026
£1m revenue
in 10
months
Customer Engagement
243,863
unique users
Betting
Activity
1.3m bets placed (avg stake £1.07)
Top
Events
Strong cross-sport engagement
Project overview
Client: Entain / Ladbrokes
Role: UX/UI Design Lead
Timeline: 6+ months
Platform: Mobile app
Project type: Game creation,
UX design & branding
Lucky Dip is a betting feature that allows users to place a stake and receive a randomised, high-odds selection, revealed through an animated moment. The experience removes complex decision-making while preserving excitement, turning betting into a fast, game-like interaction.
Final Product
Final Product
Final Product
Final Product
Background & brief
The Innovation Director and business team wanted to explore new ways of broadening appeal beyond traditional sportsbook users. Inspired by anticipation mechanics such as Panini trading cards and tombola games, the brief was to create a feature that felt discoverable, exciting, and differentiated, while remaining simple enough for casual bettors.
Problem & goals
Problem
Sports betting interfaces are often dense and intimidating, particularly for time-poor or less confident users, leading to friction and drop-off.
Goals
Reduce cognitive load when placing a bet
Introduce anticipation through a reveal mechanic
Maintain trust while offering high-odds outcomes
Drive engagement and repeat usage
Branding &
Visual Identity
I led the branding for Lucky Dip, drawing inspiration from Las Vegas casino culture and gaming aesthetics. Bold typography, strong contrast, and rich colours were used to evoke excitement, chance, and reward, with gold tones signalling value and high-odds potential.
The challenge was balancing playful casino energy with trust in a regulated betting environment. The final visual system helps Lucky Dip stand out while remaining credible and clearly aligned with the Ladbrokes brand.
Final Logo
Users & insight
Research focused on a segment referred to as “The Networker” — young professionals with limited time, low annual betting spend, and minimal brand loyalty.
Key insights
Users struggled to place quick, simple bets
Interfaces felt cluttered and overly technical
Excitement mattered more than control for low-stakes betting
This revealed an opportunity for a fast, low-commitment betting experience.
UX process
Research & discovery
Workshops explored behaviours 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.
Journey & structure
The experience was reduced to four core steps:
Event selection
Stake & confirm
Reveal animation
Outcome & return
This removed unnecessary decisions while keeping users in control of their stake.
Wireframes
Event Selection
Pay & Confirm
Game Animation
Outcome and Return
Final Designs
Access Point
Game Screen
Animation Reveal
Randomised Selection
Animated Reveal
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? behaviours 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: Trust vs transparency
How I worked to solve it
Identified the precise moment trust broke down (post-reveal)
Worked with product to define the minimum viable transparency needed
Used progressive disclosure through microcopy rather than interruption
Reinforced legitimacy through pacing, hierarchy, and interaction design
Outcome
Follow-up testing showed increased confidence and willingness to reuse Lucky Dip, without adding friction or time to completion.
Public Reactions
More Projects
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Branding
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(01)
(UX/UI Ladbrokes Lucky Dip)
© 2026
£1m revenue
in 10
months
Customer Engagement
243,863
unique users
Betting
Activity
1.3m bets placed (avg stake £1.07)
Top
Events
Strong cross-sport engagement
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
Lucky Dip is a betting feature that allows users to place a stake and receive a randomised, high-odds selection, revealed through an animated moment. The experience removes complex decision-making while preserving excitement, turning betting into a fast, game-like interaction.
Background
& brief
The Innovation Director and business team wanted to explore new ways of broadening appeal beyond traditional sportsbook users. Inspired by anticipation mechanics such as Panini trading cards and tombola games, the brief was to create a feature that felt discoverable, exciting, and differentiated, while remaining simple enough for casual bettors.
Problem & goals
Problem
Sports betting interfaces are often dense and intimidating, particularly for time-poor or less confident users, leading to friction and drop-off.
Goals
Reduce cognitive load when placing a bet
Introduce anticipation through a reveal mechanic
Maintain trust while offering high-odds outcomes
Drive engagement and repeat usage
Branding &
Visual Identity
I led the branding for Lucky Dip, drawing inspiration from Las Vegas casino culture and gaming aesthetics. Bold typography, strong contrast, and rich colours were used to evoke excitement, chance, and reward, with gold tones signalling value and high-odds potential.
The challenge was balancing playful casino energy with trust in a regulated betting environment. The final visual system helps Lucky Dip stand out while remaining credible and clearly aligned with the Ladbrokes brand.
FInal Logo
Users & insight
Research focused on a segment referred to as “The Networker” — young professionals with limited time, low annual betting spend, and minimal brand loyalty.
Key insights
Users struggled to place quick, simple bets
Interfaces felt cluttered and overly technical
Excitement mattered more than control for low-stakes betting
This revealed an opportunity for a fast, low-commitment betting experience.
UX process
Research & discovery
Workshops explored behaviours 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.
Journey & structure
The experience was reduced to four core steps:
Event selection
Stake & confirm
Reveal animation
Outcome & return
This removed unnecessary decisions while keeping users in control of their stake.
Wireframes
Event Selection
Pay & Confirm
Game Animation
Outcome and Return
Final Designs
Access Point
Game Screen
Animation Reveal
Randomised Selection
Final Designs
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: Trust vs transparency
How I worked to solve it
Identified the precise moment trust broke down (post-reveal)
Worked with product to define the minimum viable transparency needed
Used progressive disclosure through microcopy rather than interruption
Reinforced legitimacy through pacing, hierarchy, and interaction design
Outcome
Follow-up testing showed increased confidence and willingness to reuse Lucky Dip, without adding friction or time to completion.
Public Reactions
More Projects
(01)
UX/UI
ACCA Shuffle
(03)
Branding
Baha Buns
(01)
(UX/UI Ladbrokes Lucky Dip)
© 2026
(01)
(UX/UI Ladbrokes Lucky Dip)
© 2026
£1m revenue
in 10
months
Customer Engagement
243,863
unique users
Betting
Activity
1.3m bets placed (avg stake £1.07)
Top
Events
Strong cross-sport engagement
Project overview
Client: Entain / Ladbrokes
Role: UX/UI Design Lead
Timeline: 6+ months
Platform: Mobile app
Project type: Game creation,
UX design & branding
Lucky Dip is a betting feature that allows users to place a stake and receive a randomised, high-odds selection, revealed through an animated moment. The experience removes complex decision-making while preserving excitement, turning betting into a fast, game-like interaction.
Final Product
Final Product
Final Product
Background & brief
The Innovation Director and business team wanted to explore new ways of broadening appeal beyond traditional sportsbook users. Inspired by anticipation mechanics such as Panini trading cards and tombola games, the brief was to create a feature that felt discoverable, exciting, and differentiated, while remaining simple enough for casual bettors.
Problem & goals
Problem
Sports betting interfaces are often dense and intimidating, particularly for time-poor or less confident users, leading to friction and drop-off.
Goals
Reduce cognitive load when placing a bet
Introduce anticipation through a reveal mechanic
Maintain trust while offering high-odds outcomes
Drive engagement and repeat usage
Branding &
Visual Identity
I led the branding for Lucky Dip, drawing inspiration from Las Vegas casino culture and gaming aesthetics. Bold typography, strong contrast, and rich colours were used to evoke excitement, chance, and reward, with gold tones signalling value and high-odds potential.
The challenge was balancing playful casino energy with trust in a regulated betting environment. The final visual system helps Lucky Dip stand out while remaining credible and clearly aligned with the Ladbrokes brand.
Final Logo
Users & insight
Research focused on a segment referred to as “The Networker” — young professionals with limited time, low annual betting spend, and minimal brand loyalty.
Key insights
Users struggled to place quick, simple bets
Interfaces felt cluttered and overly technical
Excitement mattered more than control for low-stakes betting
This revealed an opportunity for a fast, low-commitment betting experience.
UX process
Research & discovery
Workshops explored behaviours 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.
Journey & structure
The experience was reduced to four core steps:
Event selection
Stake & confirm
Reveal animation
Outcome & return
This removed unnecessary decisions while keeping users in control of their stake.
Wireframes
Event Selection
Pay & Confirm
Game Animation
Outcome and Return
Final Designs
Game Screen
Access Point
Animation Reveal
Randomised Selection
Animated Reveal
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: Trust vs transparency
How I worked to solve it
Identified the precise moment trust broke down (post-reveal)
Worked with product to define the minimum viable transparency needed
Used progressive disclosure through microcopy rather than interruption
Reinforced legitimacy through pacing, hierarchy, and interaction design
Outcome
Follow-up testing showed increased confidence and willingness to reuse Lucky Dip, without adding friction or time to completion.
Public Reactions
More Projects
(01)
UX/UI
ACCA Shuffle
(03)
Branding
Baha Buns
