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2025

Mobile and Web App

Crafting the Ultimate Game Hub

A new Italian platform for e-draws and digital gaming.

Services

Product Design, UX, UI, Brand Identity

Role

Senior Product Designer

Domain

Gaming, E-Draws

Company

Brightstar Lottery

Visit website

Intro

A Legacy Worth Reinventing

The Italian Lotteries have long been part of the nation's collective imagination — from Gratta e Vinci to Lotto and MillionDay, these names evoke luck, excitement, and tradition. Our challenge was to transform this heritage into a modern digital experience: a single platform that honors the legacy of these brands while opening the door to new forms of entertainment, where the joy of gaming is expressed through clarity, balance, and responsibility.

5

owned brands

100+

Online games

88k

Active users

Design Process

Scalabale Complexity

Architectural foresight was at the core of the platform's layout. The design was conceptualized under a highly scalable framework, engineered to seamlessly adapt as the product ecosystem evolved. At launch (T0), the platform was dedicated exclusively to lottery games. However, the UI/UX was structured to anticipate massive catalog expansions without disrupting the core user experience. Today, this flexible foundation successfully accommodates an entirely diversified offering, naturally integrating new competitive entertainment verticals—ranging from sports betting and virtual sports to slots, casino, and live casino environments.

The Challenge

Building inside the rules

Building this from scratch inside one of Italy's most heavily regulated gaming industries meant compliance wasn't something to work around after the fact — it shaped decisions from day one, down to how odds and game mechanics could be presented.
The harder problem was internal: aligning teams across a large, established organization, each with their own priorities and constraints, around a single coherent product vision. I ran discovery workshops and research sessions specifically to surface those competing needs early, before they hardened into conflicts baked into the product itself.

My Role

What I owned

I led product design end-to-end on this project — research, information architecture, UI, and the full visual identity system — from the first workshop to the platform live today.

Design Process

Scalabale Complexity

Architectural foresight was at the core of the platform's layout. The design was conceptualized under a highly scalable framework, engineered to seamlessly adapt as the product ecosystem evolved. At launch (T0), the platform was dedicated exclusively to lottery games. However, the UI/UX was structured to anticipate massive catalog expansions without disrupting the core user experience. Today, this flexible foundation successfully accommodates an entirely diversified offering, naturally integrating new competitive entertainment verticals—ranging from sports betting and virtual sports to slots, casino, and live casino environments.

Scalability for High-Traffic Ecosystems

Designed for a T0 launch with rapid catalog expansion in mind. The UI framework I developed allowed us to scale from simple lotteries to 100+ complex games (slots, casino, virtuals) without increasing cognitive load for our users.

Data-Informed Evolution

Our product evolution is strictly guided by structured user data and advanced tracking systems. By continuously analyzing behavioral metrics and user event streams, I transform raw data into actionable design updates, ensuring that every interface optimization directly aligns with real user behavior and measurable business goals.

Multi-Platform Integration

The true core of this project relies on integrating multiple external providers and diverse back-end platforms. I lead a continuous orchestration effort to unify these fragmented technical architectures into a cohesive front-end experience, ensuring seamless visual consistency and a frictionless user journey across the entire ecosystem

The Trade Off

Designing Inside Someone Else's System

Scaling to include virtual games meant migrating a significant part of the platform onto a third-party provider's infrastructure — the only realistic way to integrate this category at the speed the business needed. It also meant designing inside a system I didn't build and couldn't fully control.

Their platform didn't support the level of UI customization ours did. I run QA test and spacing, alignment, and the pixel-perfect precision the rest of the product held itself to had to give way to what their infrastructure could actually render.
We managed the relationship with the external development team directly, negotiating which constraints were non-negotiable for brand consistency and which we had to let go of in order to ship on time.

Design Process

Cross-Platform Integration

To deliver a truly ubiquitous gaming experience, the platform was developed with a cross-platform philosophy.

Beyond the responsive web interface, the entire ecosystem is fully integrated and optimized for mobile devices, making it available as a dedicated native experience on the App Store. By bridging web and mobile environments, the design ensures continuous engagement and a fluid hand-off for a massive user base, maintaining visual and operational consistency regardless of the touchpoint.

App Store IOS

Graphic Design

Brand Design

A key aspect of the project was the redesign of the brand icon moving from the existing MyLotteries App icon.

Beyond the platform's UX, I personally curated and designed the App Logo.
When the identity concept initially proposed by external agencies didn't land — it felt generic, disconnected from the heritage the brands carried — I took over creative direction myself, designing each identity from scratch to keep it coherent with the platform's broader visual system.


The new icon represents an evolution of the My Lotteries app icon, maintaining its brand colors and signature shapes while projecting them into a new, three-dimensional space.
This shift symbolizes the brand’s transition into a more dynamic digital world — one that’s engaging yet mindful.
The geometric cubes featured throughout the website’s visual system echo the same concept: they convey solidity, structure, and motion, visually linking the icon’s evolution to the overall graphic identity of the platform.

MyLotteries

Our iconic App.

My Lotteries Play

Our news website

Impact

What it became

Virtual games became one of the highest-adoption categories within its first months live — validating that the trade-off behind "Designing Inside Someone Else's System" was the right call, not just the necessary one.

5

owned brands

100+

Online games

100k+

Users