Neon Store


Big Fish Casino is a top-30 highest grossing social casino mobile app. Despite the apps success, its age had begun to show with the outdated design. User testing revealed that the old store was confusing and created a hurdle for people that wanted to purchase. Big Fish Casino’s store needed a UI/UX redesign to help bring it into the 21st century. The challenge with designing this store was that it had to be tailored towards an audience that is typically 50+ years old with a very low knowledge of and limited experience with complicated human to computer interactions. The feature needed to be tailored to an older audience in order to drive purchases and increase revenue.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Big Fish.


Increase bookings and conversion rate

Bring a modern look and feel to the store to make it look more reputable

Allow users to clearly understand the store logic

Promote sale multipliers, VIP multipliers, and the resulting total multiplier

Create a polished result that is fun and sparks user delight



I conducted an in depth competitive analysis of the top grossing competitors, including those outside of the casino space, to evaluate what they do well and what they do poorly.



I utilized the findings of the competitive analysis to brainstorm ideas for the new store's potential layout and flow. I produced many iterations of potential designs and presented them to key stakeholders until we identified the best layouts from which to create playable prototypes.



Once a playable store prototype with polished UI/UX has been created, it is sent to the user testing lab in Seattle. The user research team brought in players who matched our key demographic to test the new features and provide feedback. The feedback and the user testing report informed our decision to move forward with the project, as well as other tweaks to the final UI/UX design. ​


I utilized user play-test feedback to inform several iterations of the store’s UI/UX that were tailored to the players’ needs. ​

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Once the store design was nearing final approval, it was brought to the engineering team to conduct a cost analysis to ensure that creating the design wasn’t too expensive to build.


This product was released in phases. Only a portion of users saw the initial release of the new store. Once the major bugs were fixed, the updated store launched worldwide.  


Production tasks were delighted among the Art Team. This includes specialty tasks like effects animation, art asset production, etc.


After the feature was launched, we continued to gather data on the successes and failures of the feature so that we could continue to boost revenue and improve the experience for the players.


Measurable Results


+38.4% increase

in bookings


+1.6% increase

in store packages



Monetization is of the utmost importance, so it was a privilege to be given the opportunity to design the feature that is the main funnel of revenue for such a successful game. When I was presented with the problem statement, the solution seemed straightforward visually. The challenge was determining which UX decisions would best serve the end user. The new sleek, intuitive design presented information to the players concisely, making purchasing chips easier and more delightful than ever; this ultimately resulted in an increase to the company’s bottom line and a decrease in customer service tickets. When the modern store design launched it was well received by our players, generated 38.4% more revenue than the previous store design, and taught me a lot about user centered design principles.


Neon Store