The Context

The Context

Lucra is a white-label social gamification SDK used by brands like Dave & Buster's, Five Iron Golf, and TouchTunes to embed real-money friendly competition directly into their platforms. The product sits at the intersection of gaming, loyalty, and social engagement. Getting the UX right wasn't just about aesthetics. It was about partner retention, new business, and making sure every player who touched Lucra's interface wanted to come back.

As Head of UX, I owned design end-to-end: from diagnosing what was slowing partners down, to rebuilding the SDK from the ground up, to shipping a tournament product that became one of Lucra's most commercially valuable features.

Launched a revenue-driving product from zero.

Launched a revenue-driving product from zero.

Lucra needed a flagship feature that could win new partners, drive engagement inside existing ones, and give the business a clear differentiator in a crowded market. Tournaments was that product and it didn't exist yet.

I led UX end-to-end: from mapping the full competition flow to designing the moments that made winning feel worth coming back for. Entry, bracket progression, cash and rewards payout - every state designed to keep players in the ecosystem and give partners something to promote.

Tournaments became one of Lucra's most commercially impactful features, used as both a retention tool for existing partners and a selling point for new ones.

Path to first contest, optimized end-to-end for conversion.

Onboarding, joining a contest, and making a payment are the three moments where users either commit or bounce. Across all three, Lucra's flows were doing too much - too many steps, too much cognitive load, too little confidence for a first-time user putting real money on the line.

I audited each flow, identified the specific points of drop-off and hesitation, and redesigned them with one directive: make it feel faster, clearer, and more fun. The result was a materially simplified experience that boosted conversion and made the whole product feel like it was designed by people who actually play it.

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One redesign. Faster releases across every platform.

Lucra's SDK is the product. Partners embed it directly into their platforms, which means it has to look right in a Dave & Buster's app, a golf venue app, and a family gaming franchise, simultaneously. The old SDK wasn't built for that. It was inconsistent across iOS, Android, and web, hard to theme, and creating quality assurance headaches that slowed every release.

I led a top-to-bottom redesign: a cleaner, more modern visual language, a component library built for light and dark modes, and a Design System that gave the team a shared source of truth across every surface. Development velocity went up. QA cycles shortened. And for the first time, partners could confidently brand the experience without it falling apart.

Shipped a production-ready UI without a single design handoff.

The Tournaments product needed an admin console: a full interface for clients to manage tournaments, track performance, and monitor revenue. I designed and built it entirely using v0, an AI-powered vibe coding tool, without opening Figma once.

The result was near-perfect design-to-dev parity from day one. No static mockups to interpret, no handoff ambiguity, no back-and-forth over spacing and states. The console went from concept to production-ready UI faster than a traditional design process would have reached mid-fidelity.

This isn't a shortcut - it's a signal. The distance between what a designer intends and what an engineer ships is one of the oldest sources of waste in product development. Using v0 collapsed that distance entirely. It's where the industry is heading, and Lucra is proof it works.

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Think we'd be a good fit?

Book a discovery call and let's chat.

Let's talk!

Think we'd be a good fit?

Book a discovery call and let's chat.

Let's talk!

2026 @ All rights reserved

2026 @ All rights reserved

2026 @ All rights reserved