Zarb
Ashley Zarb -Creative direction on game concepts and mechanics
A comprehensive knowledge on leading the product strategy & developing game road maps, whilst setting vision for the user experience and designing,
defining and maintaining fun and immersive game-play mechanics, features and story
Experience
May 2023 -
Head of Design - Multiple Group
• Building and managing a team of high-end experienced designers in order to always produce outstanding work and hit deadlines;
• Producing unique visual work on a consistent basis across multiple brands;
• Owning and evolving brand identity and brand guidelines;
• Acting as a brand ambassador to ensure consistent use across contractors, agencies, and partners;
• Collaborating with the different marketing departments to create assets and ideas that drive growth and optimize performance;
• Building user-friendly designs with a focus on good UX;
• Working with Product, Marketing, Operations, Technology and any additional internal and external stakeholders, as the main point of contact for design requirements and preparing design specifications/acceptance criteria;
• Optimizing existing user interface designs, functionality and features
June 2022- May 2023
UX Design Manager iGaming - Tipico
• Define and take ownership of the product's visual language across all channels (retail & online)
• Follow up and fine tune implementation of UI deliverables, ensuring pixel perfect end-result
• Sign-off front-end changes ensuring they meet design guidelines
• Create and maintain style guides and UI libraries, ensuring visual consistency and best practice
across products
• Work closely with developers, ensuring seamless and efficient handover of UI deliverables
• Define and maintain style guideline across tipico digital product portfolio
July 2020- June 2022
Game Director - Fans Unite - United States
• Structuring and building a highly effective team delivering premium games for the casino industry.
• Identifying product gaps, generating new ideas that will grow market share.
• Designing, defining and maintaining fun and immersive gameplay mechanics, features and story
• Working with a small multi-disciplinary team. Working closely with engineering, product, and business
departments to find elegant but practical solutions to design challenges.
• Planning, directing, and prioritizing product management activities based on business goals and objectives.
• Ensuring Math & Mechanics are well-balanced to meet the products
• Coordinate with other teams in the production process to ensure the result matches expectation.
• Lead design projects across the entire product lifecycle.
• Setting the vision for the user experience.
• Review Math models for the best pacing, balance & game performance.
• Analyse performance and create strategic and tactical plans for the team to execute on.
• Evaluate the scope of projects and negotiate compromises for delivery.
2018/2020
Freelance UX/UI Designer & Consultant on game concepts & mechanics
Designing game play mechanics, ideas in game concepts and story boards, communicate and manage art and sound with external agencies for
Bitcoin Games and Fans Unite (Askott Games)
Design the user experience and interface for different businesses, Lead user research in areas such as defining personas, determining user
behaviors, and improving usability.
2017/18
Head of Design, White Noise Gaming Ltd.
Creating new brands, developing mobile/web design concepts and creating wireframes, mock-ups and prototypes, interactive usability testing.
Working closely with the Marketing team and various third parties to develop and lead web enhancements. Managing Designers for high-end quality
artworks for landing pages and marketing promotions
2015-16
Head of Design - Europe Entertainment Ltd.
Creating new brands, developing mobile/web design concepts and creating wireframes, mock-ups and prototypes, interactive usability testing.
Working closely with the Marketing team and various third parties to develop and lead web enhancements. Managing Designers for high-end quality
artworks for landing pages and marketing promotions
2011-15
Game Art Director - Betsson Group
Quality Control of all Game of Chance Lobbies, liaising with all designers and marketing coordinators that all artworks are up to standard and meeting
all the brand specific guidelines.
Visual Improvements, mock-ups and prototypes Game of Chance Lobbies, Designing new and improved lobbies with quality insight from the player point
of view from studying real life user testing material. Researching and keeping up to date with the latest industry trends. Working closely with the
Marketing team, Developers, and Casino Managers and various third parties to develop web enhancements.