INDUSTRY:
E-Sports & Gambling
CLIENT:
Desapp
YEAR:
2018/19
EXPERIENCE:
Focues Group, User Matching Systems & IGambiling
Gamer Wager
about.
Overview
GamerWager is a peer-to-peer esports betting platform that allows players to wager on real competitive gameplay across consoles and mobile. The challenge was to design a brand and product that could cut through the noise of a crowded gaming market while delivering a seamless, secure, and high-energy user experience.
As Lead Designer, I worked across branding, product design, and user testing to help shape an experience that merged the world of esports with accessible real-money competition.
My Role
Lead Product & UX Designer
I led the visual direction and user experience strategy, from initial brand definition through to final high-fidelity interface design for iOS, Android, and desktop platforms.
Key Contributions
Developed brand identity, logo systems, and visual language
Designed and prototyped 100+ live screens for mobile and web
Created flows for wagering, challenges, onboarding, and profiles
Collaborated with developers to integrate custom APIs and 3rd-party services for peer-to-peer gaming
Delivered a consistent cross-platform experience with high attention to UI detail
challenge.
Design Approach
We began with in-depth research and brand development. I explored multiple brand directions and colour systems, refining these through testing with early-stage user groups to ensure relevance and market fit.
From there, I designed wireframes and built fully interactive prototypes, supporting UX testing throughout two staged beta phases—starting with 50 users and scaling to over 5,000 active testers in just 12 months.
Cross-Team Collaboration
Worked closely with copywriters to define the tone of voice, aligning language with brand energy and regulatory clarity
Collaborated with CRM teams on onboarding comms and push strategies
Partnered with a team of five other designers, ensuring coherence across sections like authentication, profile management, and community tools
Liaised with development to manage feature handoffs and UI QA across platforms
result.
Impact
Helped scale the product from beta to 80,000 users post-launch
Established a strong, recognisable brand within a highly competitive space
Delivered a platform praised for its clarity, energy, and user flow
Built a design system flexible enough to grow with new features, partners, and games
While adoption challenges persisted, the product’s design, UX, and scalability positioned GamerWager as a forward-thinking entry into esports wagering—and one with room to evolve.
"Ashley played a key role in turning our vision for Gamer Wager into a fully realised product. His ability to balance creative design with functional thinking made the user experience both exciting and intuitive. From early UX exploration to final UI delivery, Ashley brought focus, energy, and clarity to every stage of the project. His collaborative approach made working together seamless—he’s a designer who truly understands product thinking."
Rodrigo Blanc
Product Owner
