Background

LeoVegas Group operates multiple brands across regulated markets, including Expekt, 21.co.uk, Bet UK, Pink Casino, GoGoCasino and LiveCasino.com. With LeoVegas.com positioned as the flagship product, the organisation required a clearer strategic direction to align user experience, brand differentiation and market-specific constraints across its growing portfolio.

Role

As Discovery Lead at LeoVegas.com, I established and drove a structured product discovery practice focused on identifying user pain points, validating hypotheses and translating insights into actionable roadmap initiatives.

Working across EU, USA, LATAM and Japan, I analysed behavioural, qualitative and quantitative data to uncover friction points and define prioritised opportunity areas. This enabled clearer decision-making and alignment between product strategy and market realities.

I partnered closely with Product Managers, Designers, Tech Leads and cross-functional stakeholders including CRO, CRM, Legal, Compliance, Operations and Local Market teams, acting as a bridge between user insight and business objectives.

Responsibilities

• Established and led the UX & Discovery strategy across brands
• Defined research frameworks combining qualitative and quantitative insights
• Facilitated stakeholder workshops to align priorities and opportunity areas
• Formulated hypotheses and structured A/B testing and rollout strategies
• Translated insights into epics, stories and prioritised roadmap initiatives
• Defined release scopes and phased delivery strategies
• Led prototyping, validation and ROI evaluation

Strategic Objectives

• Establish a shared understanding of user needs across brands and markets
• Align product direction with regulatory and local market constraints
• Embed hypothesis-driven experimentation into roadmap planning

Impact

• Established a structured discovery framework adopted across brands and markets
• Directly informed the redesign of the sign-up flow, contributing to a 20% conversion uplift across active markets
• Influenced quarterly roadmap prioritisation through validated behavioural insights
• Embedded hypothesis-driven experimentation into core product decision-making

Key Challenges

• Aligning multiple brands under a coherent product experience vision
• Navigating regulatory complexity across markets
• Defining scalable discovery processes within a fast-paced, performance-driven environment