Available for New Projects
The Royal Richmond
Full website designed and delivered from scratch
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
Following a business acquisition, a domain dispute with the outgoing owner meant the incoming venue had no website and no time. I was brought in as the sole designer to take the site from zero to live covering IA, UI design, brand integration, and dev handoff.
Role: UX/UI Designer
Platforms: App & Web
Tools: Sketch, Photoshop, Illustrator
Timeframe: 2 weeks
THE BUSINESS CHALLENGE
Payments drove 35.53% of all Virtual Assistant contacts
6.8 million Virtual Assistant chats were recorded over a 6-month period.
The top 3 contact reasons accounted for 73.03% of all chats, highlighting a strong opportunity to reduce support demand through clearer product experiences.
Support contact overview
Payments were the largest contact-driver category, making payment journeys a high-impact area for friction reduction.
Top payment contact drivers
Research showed that deposit and withdrawal contact was most often driven by users not understanding why they could not complete key payment actions.
DEPOSIT TOP DRIVERS
Where is my deposit?
Why can't I deposit?
How do I deposit?
WITHDRAWAL TOP DRIVERS
Where is my withdrawal?
Why can't I withdraw?
How do I withdraw?
Deposit journey - Friction Points
Research highlighted key moments in the deposit flow where unclear messaging and blocked actions were driving avoidable customer contact.
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Failed deposit |
Vague "check details"
FRICTION:
Same card details | "Ref
DCN01 – contact us"
18.36% of contacts
LOG IN &
SELECT MENU
DEPOSIT
SUCCESSFUL
SELECT DEPOSIT
SELECT PAYMENT
METHOD
ENTER PAYMENT
METHOD DETAILS NEEDED
START
BALANCE UPDATED
END
SELECT DEPOSIT
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
Withdrawal journey - friction points
Research highlighted key moments in the deposit flow where unclear messaging and blocked actions were driving avoidable customer contact.
FRICTION:
No explanation why bank
wire details are required
15.15% of withdrawal contacts
FRICTION:
Password request adds
extra friction
FRICTION:
DBD01 / blocked withdrawal
error unclear"
19.35% of withdrawal contacts
SELECT
WITHDRAW
SUBMIT
WITHDRAWAL
ENTER BANK
WIRE DETAILS
ENTER AMOUNT
START
PROCESSING
END
SUBMIT
WITHDRAWAL
FRICTION:
No field guidance for SWIFT/BIC,
IBAN, bank info
FRICTION:
No timeframe visibility
48.75% of withdraw contacts
FRICTION:
Failed withdrawal not
clearly surfaced
49.19% of why can't i
withdraw contacts
Approach
Turning contact drivers into product improvements.
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
Clarity
Replace vague or technical language with clearer in-product explanations.
Visibility
Surface important account and payment information at the moment it matters.
Context
Explain why a restriction or requirement exists within the journey itself.
Guidance
Give users better next-step support so more issues can be self-served.
Fits every lifestyle
Some Key Friction Points & Solutions
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
Improved withdrawal guidance
Problem: Users were asked for bank wire details or left waiting on withdrawals without enough explanation, field guidance, or timeframe visibility.
Solution: I added clearer withdrawal messaging, form guidance, and processing expectations to make the journey easier to understand and less support dependent.
Added field guidance for bank wire withdrawals
Problem: Users were asked for details like SWIFT/BIC and IBAN without enough explanation, making the withdrawal form hard to complete confidently.
Solution: I added clearer field guidance and supporting help content so users could understand the required details and complete the form more easily.
Added explanation for bank wire withdrawal requirements
Problem: Users were prompted to enter bank wire details without understanding why this was necessary, especially when their original deposit method did not support withdrawals.
Solution: I introduced a clear in-page explanation to give context at the right moment, helping users understand why bank wire details were needed and what to do next.
Turning known contact drivers into clearer, more self-serve payment experiences.
Prompts users to enter bank details when withdrawals require bank transfer.
Proactive status message sets expectations and reduces ‘where is my money?’ queries.
Persistent verification reminder shown in account area until completed.
Priya
-
Busy Parent
Restriction banner surfaces account status and directs users to the next step (Contact Us).
Leo
-
Creative Professional
Confirmation banner reassures users and communicates payout timeframe.
Potential Projected Impact
600,000+
Fewer chats in 6 months
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
of deposit contacts resolved
"Where is my withdrawal?" reduced
Outcome
The work addressed high-friction payment moments by improving clarity around restrictions, failed actions, and withdrawal requirements helping users understand issues in-product instead of relying on support.
Final takeaway
Clearer guidance at the point of friction created a more transparent, self-serve experience across deposit and withdrawal journeys.
Live project
bet365
Customer Contact Drivers
Customer Contact Drivers
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
Cut 2.4 million payment support chats by redesigning deposit & withdrawal flows
This project focused on improving high-friction payment journeys that were driving avoidable customer contact. Using contact-driver insights, live chat reviews, and stakeholder input, I designed clearer messaging, guidance, and error handling to help users understand issues and self-serve.
This project focused on improving high-friction payment journeys that were driving avoidable customer contact. Using contact-driver insights, live chat reviews, and stakeholder input, I designed clearer messaging, guidance, and error handling to help users understand issues and self-serve.
Role: UX/UI Designer
Platforms: App & Web
Tools: Sketch, Photoshop, Illustrator
Timeframe: ~8–12 weeks
Timeframe: 2 weeks
Timeframe: 2 weeks
THE BUSINESS CHALLENGE
THE BUSINESS CHALLENGE
Payments drove 35.53% of all Virtual Assistant contacts
Payments drove 35.53% of all Virtual Assistant contacts
Payments drove 35.53% of all Virtual Assistant contacts
6.8 million Virtual Assistant chats were recorded over a 6-month period.
The top 3 contact reasons accounted for 73.03% of all chats, highlighting a strong opportunity to reduce support demand through clearer product experiences.
6.8 million Virtual Assistant chats were recorded over a 6-month period. The top 3 contact reasons accounted for 73.03% of all chats, highlighting a strong opportunity to reduce support demand through clearer product experiences.
Withdrawal journey - friction points
Withdrawal journey - friction points
Withdrawal journey - friction points
Research highlighted key moments in the deposit flow where unclear messaging and blocked actions were driving avoidable customer contact.
START
SELECT
WITHDRAW
ENTER BANK
WIRE DETAILS
ENTER AMOUNT
ENTER PAYMENT
METHOD DETAILS NEEDED
DEPOSIT
SUCCESSFUL
SUBMIT
WITHDRAWAL
DEPOSIT
SUCCESSFUL
SUBMIT
WITHDRAWAL
PROCESSING
END
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Same card details | "Ref
DCN01 – contact us"
18.36% of contacts
FRICTION:
Failed deposit |
Vague "check details"
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
START
SELECT
WITHDRAW
ENTER BANK
WIRE DETAILS
ENTER AMOUNT
SUBMIT
WITHDRAWAL
SUBMIT
WITHDRAWAL
PROCESSING
END
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Same card details | "Ref
DCN01 – contact us"
18.36% of contacts
FRICTION:
Failed deposit |
Vague "check details"
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
Deposit journey - Friction Points
Research highlighted key moments in the deposit flow where unclear messaging and blocked actions were driving avoidable customer contact.
START
SELECT
WITHDRAW
ENTER BANK
WIRE DETAILS
ENTER AMOUNT
SUBMIT
WITHDRAWAL
SUBMIT
WITHDRAWAL
PROCESSING
END
FRICTION:
Same card details | "Ref
DCN01 – contact us"
18.36% of contacts
START
LOG IN &
SELECT MENU
SELECT DEPOSIT
SELECT PAYMENT
METHOD
ENTER PAYMENT
METHOD DETAILS NEEDED
ENTER PAYMENT
METHOD DETAILS NEEDED
DEPOSIT
SUCCESSFUL
BALANCE UPDATED
END
FRICTION:
Same card details | "Ref
DCN01 – contact us"
18.36% of contacts
FRICTION:
Same card details | "Ref
DCN01 – contact us"
18.36% of contacts
FRICTION:
Failed deposit | Vague
"check details"
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
Deposit journey - Friction Points
Research highlighted key moments in the deposit flow where unclear messaging and blocked actions were driving avoidable customer contact.
ENTER PAYMENT
METHOD DETAILS NEEDED
DEPOSIT
SUCCESSFUL
DEPOSIT
SUCCESSFUL
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
START
LOG IN &
SELECT MENU
SELECT DEPOSIT
SELECT PAYMENT
METHOD
ENTER PAYMENT
METHOD DETAILS NEEDED
DEPOSIT
SUCCESSFUL
BALANCE UPDATED
END
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
FRICTION:
Failed deposit |
Vague "check details"
FRICTION:
Account restricted │Vague
message – no explanation
26.89% of deposit contacts
Support contact overview
Support contact overview
Support contact overview
Payments were the largest contact-driver category, making payment journeys a high-impact area for friction reduction.
Payments were the largest contact-driver category, making payment journeys a high-impact area for friction reduction.
Top payment contact drivers
Top payment contact drivers
Top payment contact drivers
Research showed that deposit and withdrawal contact was most often driven by users not understanding why they could not complete key payment actions.
DEPOSIT TOP DRIVERS
Where is my deposit?
Why can't I deposit?
How do I deposit?
WITHDRAWAL TOP DRIVERS
Where is my withdrawal?
Why can't I withdraw?
How do I withdraw?
Approach
Turning contact drivers into product improvements
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
Clarity
Replace vague or technical language with clearer in-product explanations.
Visibility
Surface important account and payment information at the moment it matters.
Context
Explain why a restriction or requirement exists within the journey itself.
Guidance
Give users better next-step support so more issues can be self-served.
Approach
Turning contact drivers into product improvements
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
Fits every lifestyle
Some Key Friction Points & Solutions
Some Key Friction Points & Solutions
Some Key Friction Points & Solutions
More actionable deposit error states
More actionable deposit error states
More actionable deposit error states
Problem: Failed deposits and duplicate payment restrictions surfaced vague or technical messaging, leaving users unsure what had gone wrong or how to recover.
Solution: I redesigned deposit error states to better explain blocked or failed payment attempts and support self-service before contact was needed.
Improved withdrawal guidance
Problem: Users were asked for bank wire details or left waiting on withdrawals without enough explanation, field guidance, or timeframe visibility.
Solution: I added clearer withdrawal messaging, form guidance, and processing expectations to make the journey easier to understand and less support-dependent.
Added field guidance for bank wire withdrawals
Problem: Users were asked for details like SWIFT/BIC and IBAN without enough explanation, making the withdrawal form hard to complete confidently.
Solution: I added clearer field guidance and supporting help content so users could understand the required details and complete the form more easily.
Added explanation for bank wire withdrawal requirements
Problem: Users were prompted to enter bank wire details without understanding why this was necessary, especially when their original deposit method did not support withdrawals.
Solution: I introduced a clear in-page explanation to give context at the right moment, helping users understand why bank wire details were needed and what to do next.
Added field guidance for bank wire withdrawals
Problem: Users were asked for details like SWIFT/BIC and IBAN without enough explanation, making the withdrawal form hard to complete confidently.
Solution: I added clearer field guidance and supporting help content so users could understand the required details and complete the form more easily.
Improved withdrawal guidance
Problem: Users were asked for bank wire details or left waiting on withdrawals without enough explanation, field guidance, or timeframe visibility.
Solution: I added clearer withdrawal messaging, form guidance, and processing expectations to make the journey easier to understand and less support-dependent.
Added explanation for bank wire withdrawal requirements
Problem: Users were prompted to enter bank wire details without understanding why this was necessary, especially when their original deposit method did not support withdrawals.
Solution: I introduced a clear in-page explanation to give context at the right moment, helping users understand why bank wire details were needed and what to do next.
Turning known contact drivers into clearer, more self-serve payment experiences.
Turning known contact drivers into clearer, more self-serve payment experiences.
Turning known contact drivers into clearer, more self-serve payment experiences.
Maya
-
Student
Completed 21-day streak using Habitline
Prompts users to enter bank details when withdrawals require bank transfer.
Prompts users to enter bank details when withdrawals require bank transfer.
Daniel gray
-
Founder
87%Improved weekly consistency
Proactive status message sets expectations and reduces ‘where is my money?’ queries.
Proactive status message sets expectations and reduces ‘where is my money?’ queries.
Aaron Lee
-
Remote Engineer
Stopped breaking habits on weekends after switching to Habitline
Persistent verification reminder shown in account area until completed.
Persistent verification reminder shown in account area until completed.
Priya
-
Busy Parent
Logged 40 focus sessions this month with Routine Stacks
Restriction banner surfaces account status and directs users to the next step (Contact Us).
Restriction banner surfaces account status and directs users to the next step (Contact Us).
Leo
-
Creative Professional
10 DaysHit hydration goals
Confirmation banner reassures users and communicates payout timeframe.
Confirmation banner reassures users and communicates payout timeframe.
Potential Projected Impact
Potential Projected Impact
Potential Projected Impact
600,000+
600,000+
Fewer chats in 6 months
I translated high-volume support drivers into clearer UX patterns focused on clarity, visibility, and next-step guidance at the point of friction.
of deposit contacts resolved
of deposit contacts resolved
"Where is my withdrawal?" reduced
"Where is my withdrawal?" reduced
Outcome
Track what matters, stay organized, and improve at your own pace.
The work addressed high-friction payment moments by improving clarity around restrictions, failed actions, and withdrawal requirements helping users understand issues in-product instead of relying on support.
Final takeaway
Track what matters, stay organized, and improve at your own pace.
Clearer guidance at the point of friction created a more transparent, self-serve experience across deposit and withdrawal journeys.
Outcome
The work addressed high-friction payment moments by improving clarity around restrictions, failed actions, and withdrawal requirements helping users understand issues in-product instead of relying on support.
Final takeaway
Clearer guidance at the point of friction created a more transparent, self-serve experience across deposit and withdrawal journeys.