Creative Director – Product Experience & UI/UX

Creative Director – Product Experience & UI/UX
Industry: iGaming Technology | White-Label Gaming Solutions
Position Level: Senior Leadership
ABOUT THE ROLE
We are seeking an experienced Creative Director to lead the creative vision, product design strategy, and end-to-end user experience of our iGaming white-label ecosystem.
You will combine creative excellence, deep UX expertise, strategic product thinking, and attention to detail. You will own how our digital products look, feel, behave, and function, creating intuitive journeys, seamless interactions, and polished experiences.
From platform architecture to micro-interactions, you will establish consistent design and UX standards across desktop, mobile, and responsive web.
KEY RESPONSIBILITIES
1. Creative Vision & Design Direction
Define the overall creative vision and digital product design direction.
Establish a distinctive visual identity and consistent design language across all digital touchpoints.
Develop creative concepts aligned with product strategy and business objectives.
Monitor international design trends, emerging experiences, and leading iGaming platforms to identify opportunities for innovation.
2. UX Strategy & User Journey Architecture
Own the end-to-end experience across gaming, account management, and core platform features.
Develop user journeys, flows, information architecture, and navigation structures.
Optimize registration, login, verification, wallet management, deposits, withdrawals, game discovery, and game launch.
Reduce unnecessary steps, confusing navigation, and inconsistent interaction patterns.
Design seamless experiences for different devices, user behaviors, languages, and markets.
3. Interaction Design & Micro-Experience Quality
Define button states, hover effects, tap feedback, and interactive responses.
Design loading states, skeleton screens, progress indicators, and asynchronous feedback.
Establish purposeful transitions, scrolling behavior, motion effects, and micro-animations.
Define form validation, error handling, confirmations, recovery experiences, modals, notifications, tooltips, and contextual feedback.
Account for slow networks, failed requests, interruptions, and alternative user scenarios.
Prevent accidental actions and duplicate submissions while maintaining consistent timing, responsiveness, and visual feedback.
4. UI/UX Product Architecture & Optimization
Lead the design of iGaming lobbies, interfaces, navigation, and core user-facing features.
Establish clear information hierarchies and improve game discovery, search, filtering, and categorization.
Create seamless account management and transaction experiences.
Ensure responsible gaming tools, account controls, and regulatory information are accessible and understandable.
Translate product requirements into effective experiences and prioritize UX improvements using research and analytics.
5. Design Systems & White-Label Architecture
Build and maintain scalable, enterprise-grade design systems.
Establish design tokens, reusable components, libraries, and standardized interaction patterns.
Develop UX frameworks and flexible themes supporting multiple white-label brands without compromising usability or consistency.
Define typography, colors, layouts, spacing, icons, animations, and component behavior.
Maintain design documentation and implementation guidelines across deployments.
6. UX Quality Assurance & Implementation
Establish UX quality standards and design acceptance criteria.
Review frontend implementations against approved designs and interaction specifications.
Audit experiences across devices, browsers, and screen resolutions.
Work with Engineering and QA to resolve layout, transition, loading, interaction, and usability defects.
Validate success, failure, loading, empty, disabled, and recovery states.
Take ownership of the visual and functional quality of the delivered product.
7. User Research & Continuous Improvement
Lead usability evaluations, UX research, and competitor benchmarking.
Analyze user behavior and establish UX metrics and improvement processes.
Work with Product and Analytics teams to evaluate task completion, usability issues, and navigation efficiency.
Validate decisions through usability testing, experimentation, and user feedback.
Refine existing interfaces based on measurable outcomes.
8. Team Leadership & Collaboration
Lead, mentor, and develop UI/UX, Product, and Visual/Motion Designers.
Collaborate with Product, Engineering, QA, and business stakeholders.
Translate complex requirements into actionable design strategies.
Conduct design reviews and establish effective workflows, documentation standards, and quality control processes.
Manage design delivery from concept through implementation and post-launch optimization.
CORE COMPETENCIES
Strategic product thinking, user-centered problem solving, attention to detail, creative innovation, systems thinking, research-informed decision-making, team leadership, stakeholder communication, and ownership of final product quality.
REQUIRED KNOWLEDGE & SKILLS
UX Principles & Architecture
Advanced understanding of HCI, user-centered design, cognitive psychology, mental models, usability heuristics, and accessibility.
Expertise in journey mapping, personas, behavioral analysis, user flows, information architecture, and navigation.
Ability to manage information hierarchy and cognitive load while anticipating edge cases, alternative paths, and user errors.
UI, Interaction Design & Prototyping
Expert proficiency in Figma, including wireframes, high-fidelity interfaces, interactive prototypes, and detailed interaction specifications.
Strong mobile-first, responsive, and adaptive design capabilities.
Excellent typography, spacing, alignment, composition, and visual hierarchy.
Experience with micro-interactions, motion, transitions, loading behavior, and error prevention and recovery.
Proficiency with Figma Prototyping, ProtoPie, Rive, or equivalent tools.
iGaming & White-Label Platforms
Understanding of iGaming structures, lobby navigation, game discovery, authentication, verification, wallets, and transactions.
Familiarity with responsible gaming interfaces and multilingual, multi-market requirements.
Knowledge of white-label, multi-brand, and multi-tenant architecture.
Design Systems
Experience building enterprise design systems, component libraries, and reusable interaction patterns.
Knowledge of atomic design, tokens, themes, and multi-brand customization.
Strong component management, documentation, and design-to-development handover skills.
Technical Understanding & Implementation
Working knowledge of HTML, CSS, and JavaScript fundamentals.
Understanding of responsive implementation, browser/device compatibility, frontend performance, and perceived loading speed.
Familiarity with API-driven interfaces, asynchronous interactions, and the feasibility of animations and transitions.
Ability to communicate development-ready requirements, troubleshoot implementation issues, and recommend practical alternatives.
Research, Analytics & Quality Control
Experience with qualitative and quantitative research, usability testing, A/B testing, and product analytics.
Ability to interpret heatmaps, user recordings, navigation patterns, and usability findings.
Experience auditing production interfaces and preparing actionable design QA recommendations.
Ability to validate improvement hypotheses using measurable outcomes.
Design Leadership
Strong team management, coaching, mentorship, and creative direction.
Experience establishing design standards, review processes, and managing complex projects and deliverables.
Ability to balance usability, visual quality, accessibility, technical performance, and business priorities.
QUALIFICATIONS & EXPERIENCE
Minimum Requirements
Bachelor’s degree in HCI, UX Design, Interaction Design, Product Design, Digital Design, Computer Science, or a related field, or equivalent professional experience.
Minimum 8 years of experience in UI/UX, Digital Product Design, Product Experience, or a related discipline.
Minimum 3 years in senior design leadership, such as Creative Director, UX Director, Head of Product Design, or Design Lead.
Proven track record delivering complex, large-scale digital platforms.
Demonstrated experience developing complete UX strategies, journey architecture, and design systems.
Strong portfolio demonstrating successful product design and measurable UX improvements.

Work arrangement
Yes