Sisal Tipster
Sisal Tipster

Industry
Gaming
NDA
Yes
My Role
Sr UX/UI Designer
Responsibilities
Design Process Management
User research
Prototyping
Usability
User Interface Design
Agile Collaboration
UAT
Tools
Sketch
Invision DSM
Invision
Figma
Jira
Tipster is the innovative social platform of Sisal, unique on the Italian market, where registered customers can create a profile for free and join the community; all actions are related to the world of betting.
Tipster is “Best in-house product innovation” at EGR Italy Awards 2021.
Challenge
Tipster has been a constantly evolving project, where the experience of users has been absolutely central.
Its evolution has meant that, over time, the biggest challenge was to integrate, within the platform, the typical dynamics of social networks, to facilitate interaction between users and with the offered services, preserving usability and desirability as well.
Process
I started working on Tipster as the only designer of the project; due the importance of the project, the team expanded over time and I had commitment, and honour, of leading a team of 4 designers (internal employees and external consultants).
I was asked to create features to enrich the user experience, working on different projects such as profile avatar setting, notifications system, gamification, P2P challenge, shared bets, reward system and rankings.
I had the opportunity of covering different aspects of the project by using different tools of my personal skill set, from user research to interfaces, from using framework, to fast test solutions, to enrich the existing design system; so, a project where I could demonstrate my all-round skills.
I not only dealt with the practical ideation and implementation of features, but since Tipster was a completely brand new product on the market, the research phase with users has been crucial.
During the period I worked on it, Tipster has been interested by two huge rounds of user research, provided by two partners (Conflux and H-Farm) to discover all the possible evolutions of the product and validate the already done works.
I took part on several workshop (from the more technical ones to the final stages, with high profile stakeholders and C-level figures) as a product specialist, based on the time spent on the project and the deep knowledge developed about its dynamics.
The collaboration among teams was vital; the project was managed in Agile, with daily meetings (and retrospective meetings every two weeks) with the whole development team and product owners.
Outcome
Tipster has been the most ambitious project implemented by Sisal in recent years; users have promoted the product, demonstrating appreciation through a constant growth of subscriptions.
Tipster has been awarded as “Best in-house product innovation” at EGR Italy Awards 2021.
Interested in further discuss this project?
Drop me an email at hello@alessiobocchino.cloud
Manga Comics Market
Manga Comics Market

Industry
E-commerce – Publishing
NDA
Yes
My Role
Experience design consultant
Responsibilities
Design Process Management
User Research
Data Analysis
Personas & Scenarios
Wireframing
Design System creation
User Interface Design
Prototyping
Tools
Miro
Figma
Manga Comics Market (MCM) is an Italian B2C and B2B e-commerce platform operating in the field of publishing, and more specifically in the world of comics and related articles.
The platform not only allows customers to buy articles from one of the largest comics offerings in Italy, but also allows sellers to operate on it as a digital marketplace, upload their products and share their offers.
Challenge
The project has been total, as the platform offers a vast amount of products, among the first in Italy in the sector, and valuable opportunities for third-party sellers to expand their digital market.
Above all, the lack of a careful hierarchy and information organization has made the platform hard to use, which is why we opted for a total restyling of the information architecture, of the user flows, of many functionalities until arriving to the revision of all the elements of UI, constructing a new design system from scratch.
The review impacted both B2C context and B2B features.
Process
I started from the basics; although the platform suffered from poor usability and lack of logical order, it however registered more than 20,000 subscribers in a year and a half.
This has allowed me to access a wide audience of users to study their uses, needs and difficulties, to profile the MCM digital experience on its users.
I made a first mapping of the existing experience, which allowed me to understand the main issues to be addressed; thanks to my experience in e-commerce I was previously aware of numerous best practices related to consultation, product sheets, shopping cart etc. that I could gradually apply to the evolving project.
I made a deep competitive analysis, studying more than 10 competitors and several comparable.
I then performed a heuristic evaluation based on Norman’s 10 heuristics that gave me a precise picture of the interventions to apply, that were then prioritized by a prioritization matrix.
At the same time I worked on users by submitting a survey, which data allowed to create Personas and different Scenarios to support the operating line to be undertaken.
I then switched to wireframing the several solutions, designed to solve the existing gaps and, through regular meetings with the client, we have gradually validated the proposed ideas so that they could be obviously user-centered, but also aligned with business goals.
Design system has been built from scratch (the customer was not provided before) by also paying attention to the documentation for the future developement team; I designed all the user flows necessary for navigation, consultation and purchase by users in UI, with the improvement of multiple functionalities as well as the addition of new ones; the whole set of reseller related functionalities has also been revisited.
Outcome
In 3 months of works, my client has been able to see the huge amount of improvements appliable to the UX of his platform, improving the services offered, offering new ones and facilitating, by B2C side, the third party sellers’ experience.
The primary goal is increasing conversions, as well as increasing the number of registered users progressively in the months after the release.
The project is ongoing, the design phase is being completed; development will begin in April 2023.
Interested in further discuss this project?
Drop me an email at hello@alessiobocchino.cloud
Sisal.es – Cashout
Sisal.es – Cashout

Industry
Gaming
NDA
Yes
My Role
Sr UX/UI Designer
Responsibilities
Design Process Management
Prototyping
Usability
User Interface Design
Agile Collaboration
UAT
Tools
Sketch
Invision DSM
Invision
Jira
Cash Out is a new feature by Sisal, that lets users decide when to cash out their winnings, without waiting for the end of all the matches on their tickets, receiving a recalculated amount depending on the odds.
Challenge
I was commissioned to work on the inclusion of this functionality, within the interface of the game ticket, preserving its usability, readability and safeguarding the linearity of user flows, making the function consistent with the context.
In addition, special attention was due to the legal aspects of the function (at that time, Cashout feature was designed and developed only for the Spanish market, given the regulatory restrictions imposed on the Italian market, which has adapted only later, by Decree-Law 145 of 1 August 2022, entered into force on 22 October 2022).
Process
Based on the functional analysis provided, I analyzed the pre-existing context in terms of use and interface elements, to create a user experience as agile as possible.
I created interface elements consistent with the design system in use, also integrating additional existing elements
Issues related to accessibility, mobile usability and legal regulations were explored.
The processes were shared with the work team (Product owner and development team) at recurring intervals, to be validated and tested in the pre-development phase.
Once designs were completed (the feature required, for its completeness, more than 150 artboards for Desktop, Tablet and Mobile breakpoints) we created related stories on Jira, each one provied by their interactive prototypes.
Finally, support was given during the UAT phase to ensure completeness and correctness of the work before the final release.
Outcome
The Cashout feature allows users to decide whether to enjoy an additional possibility of finalization, which makes it a particularly appreciated tool in the betting market.
The company has its return in practical terms, being able to align with foreign operators that could already offer same functionality.
Interested in further discuss this project?
Drop me an email at hello@alessiobocchino.cloud
YouApp & YouWeb – Banco BPM
YouApp & YouWeb- Banco BPM

Industry
Online Banking
NDA
Yes
My Role
UX/UI Designer
Responsibilities
Design Process Management
User Research
Data Analysis
User tests
Wireframing
Design System creation
User Interface Design
Prototyping
Tools
Miro
Adobe Illustrator
Appbot
Axure RP
YouApp & YouWeb are the online banking services of Banco BPM, the third largest banking group in Italy.
It is the first channel used by BPM users to make payments, investments and to monitor expenses.
Challenge
Due to the low UX maturity of the context, the main challenge was to underline the importance of the user-centered approach and to clearly communicate efforts, workflows and advantages to non-designers stakeholders.
Process
I’ve been tasked to analyse the experience on mobile and desktop online banking platform, in order to identify possibilities of improvement.
I carried out heuristic analysis, Guerrilla usability tests and A/B tests; I also daily monitored user feedbacks and data related to benchmark analysis.
I closely worked with contact center operators to deepen topics related to users’ issues, with a keen eye on usability pain points.
I then moved on designing flows, IA and UI of several features, such as touch ID access, prepaid card subscription flows, credit transfer feature, cookie policy settings, IBAN sharing feature and credit/debit card section.
I also created sets of icons, helped to create components for a new design system, and wrote UX microcopy as well.
At the final stage, I created hi-fi prototypes to handover to Dev Team.
Outcome
It has been observed a sharp decrease of complaints to contact center, as well as a marked improvement in user satisfaction and rating.
Last but not least, It also been observed and increasing stakeholder confidence in experience design processes.
Interested in further discuss this project?
Drop me an email at hello@alessiobocchino.cloud
FridayPeople.it
FridayPeople.it

For this customer I started implementing a CX strategy, starting from the research stage, identifying a tone of voice appropriate to the target audience, personas and scenarios, conveying a message in a different way by competitors and comparable, with a deep employee-centric approach.
Online touchpoints have been designed (company website and LinkedIn page), as well as several offline materials, to be part of the welcome kit for new employees.
Tools: Miro, Figma, Adobe Photoshop, Adobe Illustrator, WordPress
| Bæk |
| Bæk |

Reinterpretation of “Freitag” brand, its application on products, personalized packaging and advertising campaign.
This is an academic project, several times nominated for design awards.
Tools: Adobe Photoshop, Adobe Illustrator
Sisal.it
Sisal.it – UX/UI Responsive Design

As Senior UX/UI designer, I worked on full responsive upgrading of the entire platform, as well as on designing experience and interface of many features related to the website Sisal.it.
I performed expert analysis, crowd testing, mapping, A/B test, UAT and target selections for user tests.
Some projects I worked on: features related to ticket (details optimization in worst cases, sticky command, filters, My Bets) Form on Demand, Instant Games, icon sets, improvements to physical device interfaces (SelfyDuo, Loyalty Light etc), Virtual Games, porting functions from full responsive to app; all these projects involved the continuous updating of the design system.
All the above listed projects have been managed in agile mode, closely collaborating with product, marketing, content and development teams, as well as external providers.
Tools: Miro, Sketch, Invision DSM, Invision, Figma, Jira
MOHO – Brand Identity
MOHO – Brand Identity

Brand identity for MOHO.
Tools: Adobe Photoshop, Adobe Illustrator
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