GemBet is an iGaming platform expanding into Southeast Asia. In this independant research, I helped adapt the experience through a targeted UX strategy and redesign focused on trust, clarity, and conversion.
My role
Defined UX strategy based on SEA user behavior and market patterns
Conducted competitor analysis and UX audit on landing and registration
Translated insights into flow restructuring and UI redesign
Designed homepage (above the fold) and multi-step registration flow
Results
Strong first-screen comprehension and clearer primary action
Reduced friction across registration through structured steps
Increased trust through visible legitimacy cues and simplified messaging
Guided path from first visit to account creation and deposit
This project focuses on redesigning the landing page (above the fold) and registration flow to ensure the experience is locally relevant, trustworthy, and intuitive.
Challenge:
Help GemBet enter the Southeast Asia market with a UX strategy that improves trust, clarity, and conversion. Translate this strategy into targeted design improvements across the landing experience and registration flow.
Cultural & Behavioral Insights
To ground decisions in real behavior, I conducted the research below:
SEA user behavior research (NN/g, DataReportal, Google e-Conomy SEA, McKinsey, GSMA)
Competitor analysis (1xBet, Dafabet, W88, Fun88, M88)
UX audit of the current landing and registration experience
*Utalized ChatGPT, Claude to synthesize research patterns, cluster insights, and validate behavioral assumptions across SEA user data.
Entry mental models
Quick-scan legitimacy check (Primary)
Users decide within seconds based on trust cues, offer clarity, and a clear next step.
Cautious compare-before-commit (Secondary)
Users evaluate risk before signing up and look for clear rules, payment transparency, and reassurance.
The experience needed to
Establish trust within the first few seconds
Make the next action immediately clear
Reduce early decision load during signup
Provide reassurance at money-related steps
Balance promotional content with clarity
Remain fast, responsive, and mobile-first
UX AUDIT
*Utalized FigJam AI to organize findings and identify recurring friction points.
Key issues identified
Landing page:
❌ Hero message does not communicate clear value or urgency
❌ Trust cues are scattered and low priority
❌ Too many navigation options compete with the main CTA
❌ Social proof and incentives feel generic or unverified
Sign-up flow:
❌ Registration introduces multiple decisions at once
❌ Currency selection and bonus lack context
❌ Long form increases perceived effort and drop-off
Starting the Redesign
Explored multiple layout directions (crazy 8) to balance:
Promo visibility
Trust signals
Scannability
*Utalized Claude, v0 to explore alternative layout directions.
Home Page (Above-the-Fold)
Make the first screen answer three questions instantly:
What is GemBet?
Is it trustworthy?
What should I do next?
Key changes
✅ Single dominant hero with clear CTA
✅ Trust cues grouped into a structured strip
✅ Provider logos framed as legitimacy proof
✅ Social proof simplified to feel real, not staged
Interaction adjustment
✅ Bottom navigation hidden on entry
✅ Reintroduced after scroll to reduce distraction
✅ Focus stays on the primary action during first view
Registration Flow: Turn a high-friction form into a guided process
Step 1/3
✅ Core fields only
✅ Incentive shown without overwhelming the form
✅ Password confirmation reduces input errors
✅ Security reassurance added at point of entry
Step 2/3
✅ Currency selection moved here with context
✅ Optional fields deferred
✅ Fewer early decisions reduce cognitive load
Step 3/3: Post-signup
✅ Reward modal confirms success
✅ “How to claim” answers key user question
✅ Deposit CTA provided with optional “Later”
→ Users are guided from signup to next action without pressure
To Recap
One major gap in the original experience was the lack of visibility into past actions. Users could complete bridging or staking transactions, but had no clear way to review what had happened afterward.
The redesigned experience reduces early cognitive load, clarifies the next action, and guides users step by step toward signup and deposit.
NEXT STEPS
Run 5-second test (comprehension, trust perception, CTA recall)
Track funnel: Hero → Step 1 → Step 2 → Deposit
Test incentive messaging (wording, structure, CTA emphasis)
