The contexte
Rush Street Interactive (RSI) is a leading online gaming and sports entertainment company, operating primarily in the United States, Canada, and Latin America. Founded in 2012 in Chicago, RSI is recognized for its expertise and innovation in the industry, with flagship brands such as BetRivers, PlaySugarHouse, and RushBet.Through its proprietary platform, RSI offers a wide range of online casino games and sports betting options while maintaining a strong commitment to user experience and responsible gaming.
As part of this ecosystem, BetRivers Poker was developed as an innovative online poker app, available on desktop, mobile, and tablet. As the product was nearing its launch, the team identified the need for additional support to accelerate production.
By integrating these optimizations, the goal was not only to accelerate production but also to improve the long-term quality and maintainability of the product.
Optimize the Design System and workflow processes to accelerate production velocity, improve design consistency across platforms, and streamline the handoff between design and development.
- Enhance and structure the Design System to ensure better consistency across platforms
- Support teams in optimizing their workflows and managing design files and handoff process efficiently.
- Integrated design rules to streamline UI development.
- Establish a documentation source to facilitate knowledge sharing.
- Implement Design Ops practices to improve the collaboration
Mission 1 : Design Ops & Design System
Mission 2 : Designing & Structuring the MTT & Detail Lobby
Mission 3 : Enhancing User Engagement with Micro-Interactions & Gesture Design
Mission 4: Documentation & Handoff process
Key Result
BetRivers Poker successfully launched in Pennsylvania, validating my Design Ops improvements by ensuring a scalable, efficient design system. This led to faster feature releases, reduced production costs, and improved user engagement—helping the product gain traction in the $15B+ U.S. online gambling market, where Rush Street Interactive is a key player. 🚀
Win
- +28% MAU → Growth in monthly active users, driven by an improved UX and a structured Design System.
- +4% ARPU → Higher average revenue per user, boosted by better engagement and streamlined UI.
- -33% CAC → Lower customer acquisition costs, thanks to better UX-driven retention and organic growth.
- Higher retention → Improved user satisfaction due to intuitive navigation and consistent UI.
- Faster time-to-market → Optimized workflow & DS, enabling quicker feature releases.
- A bridge established with Rush Street Interactive’s global DS through shared color variables and some common components
Frustration
- Manual handoff: Dev Mode lacked precision, and devs weren’t comfortable with Figma, making handoff slow and manual instead of automated.
- Limited adoption of improvements: The team wasn’t ready to switch to variables over styles, slowing workflow optimization.
- DS fragmentation: No full merge with Rush Street Interactive’s DS due to managerial decisions and lack of alignment, resulting in a hybrid DS.
- No real user tracking: While we gathered feedback via voting and internal test sessions, we lacked proper tracking to assess real user behavior.
- Accessibility deprioritized: Despite the clear need for an audit and structured improvements, accessibility was never prioritized, leaving key issues unresolved.