+9% GGR
Rewards Club
A loyalty-system redesign improved generosity perception and revenue together during a 4-month U.S. test.
Design leadership for loyalty, rewards, and growth systems that move business results.
John leads complex product ecosystems where customer motivation, operator workflows, and platform decisions all shape retention, revenue, and market scale.
John operates where product strategy, loyalty systems, research, and organizational design need to move together.
+18% NGR
Reward Machine Bonus Draw
Gamified reward format outperformed the control, proving that anticipation and chance can change business performance.
69% fewer
Bonus-spin CS contacts
Merchandising clarity reduced support load while increasing reward usage, showing that clarity itself can be a growth lever.
$500K / month
Tax savings
Casino Bonus Wallets unlocked six-figure monthly value and foundational reporting for an enterprise-scale promotional budget.
Growth model
Growth
ecosystem
design
Rewards, research, and product systems reinforcing one another.
Rewards
Promotions
Games Discovery
Research
Motion Systems
Design Org Scaling
Leadership Snapshot
A Director-level design leader for growth ecosystems, organizational leverage, and measurable outcomes.
The throughline is not one specialty. It is repeated leadership across loyalty, reward mechanics, operator systems, research, and team development in environments where product decisions directly affect business performance.
Business Strategy
Frame the bet before features take over.
Most valuable when the work is ambiguous, the stakes are commercial, and the team needs a sharper point of view on what to solve first.
Teams
Scale quality through managers and systems.
Builds critique quality, role clarity, and operating rhythms that make strong design judgment repeatable across teams instead of dependent on heroics.
Research
Turn signals into product direction.
Uses research as decision fuel: synthesizing customer behavior, evaluative findings, and product signals into roadmap-shaping choices.
Systems
Build ecosystems, not isolated moments.
The work repeatedly centers on loyalty systems, reward mechanics, operator tooling, and product frameworks that connect many touchpoints into one business story.
Execution
Use craft where it changes behavior.
Treats interaction quality, clarity, and reward design as business levers, not as decorative polish layered on after the strategy is set.
Measurement
Keep design accountable to outcomes.
Uses experimentation, operator metrics, loyalty behavior, and commercial results to keep design tied to measurable business performance.
Design Impact
Measured proof that design changed revenue, engagement, operator speed, and platform scale.
The strongest claim in this portfolio is not that the work looked polished. It is that the work repeatedly moved business outcomes across loyalty, gamification, support deflection, operator velocity, and market portability.
+9% GGR
Initiative
Rewards Club A/B Test
Loyalty perception can move both sentiment and revenue when designed as a behavioral system, not just a rewards ledger.
+18% higher NGR
Initiative
Reward Machine Bonus Draw
Gamified anticipation and chance mechanics can outperform direct-value offers when the reward format is part of the product strategy.
69% fewer CS contacts
Initiative
Bonus Spins Merch
Clarity is not just usability. Clear merchandising can simultaneously reduce support load and increase reward utilization.
$500K tax savings / month
Initiative
Casino Bonus Wallets
Foundational platform and reporting work can create business value that dwarfs the impact of any one front-end feature.
+363% daily active players
Initiative
Games Global Bonus Spins
Offer entry point, IP context, and reward mechanic design can materially amplify activation during high-attention launch moments.
0 bugs + same TTM
Initiative
Canada Parity
Design systems and parity infrastructure are growth enablers when they reduce launch risk and make new-market rollout faster.
Rewards Club / Loyalty
Position Rewards Club as a loyalty ecosystem and behavioral design platform that improved engagement, generosity perception, retention, and revenue while scaling across markets.
Reward Machine / Gamified Rewards
Position Reward Machine as a gamified engagement system where anticipation, chance, reward format, and onboarding mechanics drove measurable behavior and revenue.
Bonus Spins / Promotions Mechanics
Show how reward format, merchandising clarity, and game mechanics improved conversion, usage, engagement, and support deflection.
Operator Experience / Operational Efficiency
Show that design shaped not only player moments but also the operator systems, support load, and CRM workflows that drive business velocity.
Platform / Infrastructure / Design Systems
Position design systems and platform infrastructure as business multipliers, not just UI consistency work.
Featured Case Studies
Five stories about turning product mechanics into business systems.
Start with Generosity, the flagship case study about loyalty as a behavioral and business system. Then move through design leadership, portfolio-level growth, research into product strategy, and motion systems as a quality lever.
Leadership Operating Model
An operating model for turning ambiguity into ecosystems, execution, and measurable leverage.
The strongest Director-level work does not separate strategy from delivery, or team development from business outcomes. It makes those forces reinforce one another.
Leadership throughline
Turn ambiguity into a system teams can execute and the business can measure.
The goal is not to optimize one moment at a time. It is to create a model where strategy, research, craft, and organizational clarity reinforce one another until better outcomes become easier to repeat.
Leadership model
Design as
business
leverage
Product systems, stronger teams, and clearer bets reinforcing one another.
Strategy
Research
Craft
Outcomes
Team Development
Alignment
01
Strategy
Frame the opportunity, define the bet, and create decision quality at the leadership level.
02
Research
Turn customer signals into a sharper point of view, not just a findings deck.
03
Craft
Raise the experience bar so the product feels coherent, confident, and worth returning to.
04
Team Development
Coach managers and designers so standards scale through people instead of heroics.
05
Cross-Functional Alignment
Create shared language between product, design, research, marketing, and executive stakeholders.
06
Outcomes
Ship customer value that supports growth, loyalty, trust, and stronger organizational momentum.
Leadership Philosophy
The role is not just to improve the product. It is to improve how the company makes product decisions.
I’m most useful when a team needs stronger framing, clearer bets, and a design organization that can scale quality through people.
That means translating customer and operator signals into sharper product direction, turning fragmented mechanics into coherent systems, and helping cross-functional partners reason more clearly about tradeoffs.
It also means building managers, rituals, and decision frameworks that make strong design judgment easier to repeat across a portfolio.
Portfolio Notes
A leadership portfolio built for discretion as well as clarity.
- Case studies are intentionally written at the leadership and system level to respect confidentiality.
- Visual artifacts now include selected redacted screens and working materials chosen to make the work more concrete without exposing sensitive details.
- Detailed metrics, internal tools, and redacted materials can be shared in live conversations where appropriate.
Leadership Conversations
Building product ecosystems, stronger teams, and sharper executive alignment.
Open to Product Design Director opportunities across growth, platform, loyalty, and product ecosystem leadership.
Start a conversation
Based in the U.S. and open to Director-level product design leadership opportunities.