2019 - 2020
Mundo Slots
Mundo Slots is a free-to-play social slots platform delivering a gamified experience with immersive storytelling, set in a space-themed slots universe.
Product Overview
Mundo Slots was born from the need to centralize a fragmented slot experience while enhancing engagement through UX and creative consistency.
A unified ecosystem built around player behavior and brand nostalgia.
Mundo Slots emerged from a business insight. Our legacy apps, each based on a popular Spanish bar slot, were performing well individually but started to plateau when released together. The total user base and revenue were stagnating. Instead of multiplying value, the fragmentation was diluting it.
From this insight, we realized our players were already crafting their own metagame by hopping between apps to collect rewards and bonuses. With no shared login or progression system, they were manually creating a loop we hadn’t designed. We saw an opportunity to build a shared experience around that organic behavior.
As Creative Director, I led the UX vision and product narrative, aligning visual identity, user needs, and business objectives. The goal was not to change how users played, but to elevate it. We designed a layered experience that respected the core gameplay of each slot, while offering progression and continuity across the ecosystem.
0+
0+
Million Euros
Annual Revenue
0+
0+
Million Euros
Annual Revenue
0/50
0/50
Stars
Rated in Play Store
0/50
0/50
Stars
Rated in Play Store
0+
0+
Million Plays
Every Day
0+
0+
Million Plays
Every Day
Player Behavior Insights
Players were building their own multi-app loop to collect bonuses. We turned it into a coherent experience.
The flat performance trend suggested that new apps were not expanding the user base but fragmenting it. We initially hypothesized that this was due to internal competition. But interviews with players revealed something deeper. They were using our portfolio in a very specific way, hopping between apps to collect rewards, syncing accounts manually, and crafting their own loop across disconnected titles.
Even without shared logins, player behavior showed clear signs of fragmentation. Users jumped from app to app, collecting free spins or chasing rewards in cycles we hadn’t designed. Interviews confirmed it. They wanted a more continuous journey, with shared goals and a sense of progression across games.
This organic behavior revealed an opportunity. Instead of trying to control access, we embraced player autonomy and designed a system that respected how they already played, enhancing it through structure and continuity.
Audience & Player Psychology
More than players, they were fans of the machines themselves. They wanted something familiar, not something new.
Most of our audience had real-world memories of the slots we had digitized. They weren't drawn to novelty or innovation. They wanted to play “their game,” the one they used to find in bars. This emotional attachment made fidelity a design priority.
We avoided reinventing the wheel. Instead, we focused on expanding the original experience. Mobile-first, but memory-connected. Each slot became a more complete version of itself, reimagined for a digital context.
Design & Product Challenges
Global best practices didn’t fit local player behavior. We had to build a system around existing rituals.
The first internal pitch was based on mission gating, following standard models from international products. But that logic broke our users’ flow. Our players were used to earning in the lower game, risking in the upper one, and repeating. Blocking progression added friction that didn’t belong there.
I pushed for an evolutionary model. One that respected the loop players already followed. Instead of hard stops, we introduced layered missions that rewarded their style of play. We validated this through player testing, comparing linear progression versus simultaneous objectives. The feedback was clear. Keep the flow, reward the rhythm.
UX Design Strategy
Design progression that fits around the game. Not over it.
The mission system had to blend into the slot experience. We designed five simultaneous missions that updated dynamically based on gameplay. Each one encouraged key behaviors without breaking the natural loop. No extra tutorials, no forced reroutes. Just seamless alignment between intent and reward.
Because our games had a vertical orientation and a dual-screen layout (a clear heritage from bar slots), we used the top half to host the UX elements. This decision preserved gameplay clarity while giving space to introduce progression without interference. Everything was placed with intention, from mission icons to reward bars.
Visual Direction & Navigation Model
Create a world around each IP. Not a menu of slots, but a map of adventures.
Rather than group games in a casino or bar setting, we designed a portal made of thematic worlds. Each slot lived in its own realm, visually and narratively tied to its core identity. This allowed us to respect each game’s legacy while connecting them into a larger experience.
Because the screen was vertical and our slot offering was small but powerful, we went for horizontal navigation. The user could swipe through the worlds naturally, discovering each title as an episode within a bigger universe. It gave us room to scale and empowered each IP to carry narrative and branding weight.
Role and Collaboration
Lead the vision, shape the experience, and become the voice of the player inside the room.
As Creative Director, I had both execution and alignment responsibilities. I translated business goals into product narratives, led creative and UX teams, and acted as a user advocate in product discussions. I didn’t manage the production team directly but became a key contributor, working alongside the game designer and PM to influence decision-making.
My role was also cultural. I brought research to the center, tested with real users, and shared findings in workshops to help the whole team connect with our audience. My impact wasn’t just visual or conceptual. It shaped how we thought about player-first design.
Learnings and Impact
Good UX is not about changing behavior. It's about understanding it and building around it.
Mundo Slots became a turning point for the company. It demonstrated that a player-centric experience could also drive business value. The foundations we laid in 2019 are still live and evolving.
The project taught me to balance fidelity and innovation. To listen before proposing. To turn user rituals into product structure. And to connect departments through a shared UX language. Above all, it reminded me that in gaming, fun doesn’t need to be imposed. It’s already there. You just need to design space for it to grow.
Connect to Content
Add layers or components to swipe between.
More Works
©2025
2019 - 2020
Mundo Slots
Mundo Slots is a free-to-play social slots platform delivering a gamified experience with immersive storytelling, set in a space-themed slots universe.
Product Overview
Mundo Slots was born from the need to centralize a fragmented slot experience while enhancing engagement through UX and creative consistency.
A unified ecosystem built around player behavior and brand nostalgia.
Mundo Slots emerged from a business insight. Our legacy apps, each based on a popular Spanish bar slot, were performing well individually but started to plateau when released together. The total user base and revenue were stagnating. Instead of multiplying value, the fragmentation was diluting it.
From this insight, we realized our players were already crafting their own metagame by hopping between apps to collect rewards and bonuses. With no shared login or progression system, they were manually creating a loop we hadn’t designed. We saw an opportunity to build a shared experience around that organic behavior.
As Creative Director, I led the UX vision and product narrative, aligning visual identity, user needs, and business objectives. The goal was not to change how users played, but to elevate it. We designed a layered experience that respected the core gameplay of each slot, while offering progression and continuity across the ecosystem.
0+
0+
Million Euros
Annual Revenue
0/50
0/50
Stars
Rated in Play Store
0+
0+
Million Plays
Every Day
Player Behavior Insights
Players were building their own multi-app loop to collect bonuses. We turned it into a coherent experience.
The flat performance trend suggested that new apps were not expanding the user base but fragmenting it. We initially hypothesized that this was due to internal competition. But interviews with players revealed something deeper. They were using our portfolio in a very specific way, hopping between apps to collect rewards, syncing accounts manually, and crafting their own loop across disconnected titles.
Even without shared logins, player behavior showed clear signs of fragmentation. Users jumped from app to app, collecting free spins or chasing rewards in cycles we hadn’t designed. Interviews confirmed it. They wanted a more continuous journey, with shared goals and a sense of progression across games.
This organic behavior revealed an opportunity. Instead of trying to control access, we embraced player autonomy and designed a system that respected how they already played, enhancing it through structure and continuity.
Audience & Player Psychology
More than players, they were fans of the machines themselves. They wanted something familiar, not something new.
Most of our audience had real-world memories of the slots we had digitized. They weren't drawn to novelty or innovation. They wanted to play “their game,” the one they used to find in bars. This emotional attachment made fidelity a design priority.
We avoided reinventing the wheel. Instead, we focused on expanding the original experience. Mobile-first, but memory-connected. Each slot became a more complete version of itself, reimagined for a digital context.
Design & Product Challenges
Global best practices didn’t fit local player behavior. We had to build a system around existing rituals.
The first internal pitch was based on mission gating, following standard models from international products. But that logic broke our users’ flow. Our players were used to earning in the lower game, risking in the upper one, and repeating. Blocking progression added friction that didn’t belong there.
I pushed for an evolutionary model. One that respected the loop players already followed. Instead of hard stops, we introduced layered missions that rewarded their style of play. We validated this through player testing, comparing linear progression versus simultaneous objectives. The feedback was clear. Keep the flow, reward the rhythm.
UX Design Strategy
Design progression that fits around the game. Not over it.
The mission system had to blend into the slot experience. We designed five simultaneous missions that updated dynamically based on gameplay. Each one encouraged key behaviors without breaking the natural loop. No extra tutorials, no forced reroutes. Just seamless alignment between intent and reward.
Because our games had a vertical orientation and a dual-screen layout (a clear heritage from bar slots), we used the top half to host the UX elements. This decision preserved gameplay clarity while giving space to introduce progression without interference. Everything was placed with intention, from mission icons to reward bars.
Visual Direction & Navigation Model
Create a world around each IP. Not a menu of slots, but a map of adventures.
Rather than group games in a casino or bar setting, we designed a portal made of thematic worlds. Each slot lived in its own realm, visually and narratively tied to its core identity. This allowed us to respect each game’s legacy while connecting them into a larger experience.
Because the screen was vertical and our slot offering was small but powerful, we went for horizontal navigation. The user could swipe through the worlds naturally, discovering each title as an episode within a bigger universe. It gave us room to scale and empowered each IP to carry narrative and branding weight.
Role and Collaboration
Lead the vision, shape the experience, and become the voice of the player inside the room.
As Creative Director, I had both execution and alignment responsibilities. I translated business goals into product narratives, led creative and UX teams, and acted as a user advocate in product discussions. I didn’t manage the production team directly but became a key contributor, working alongside the game designer and PM to influence decision-making.
My role was also cultural. I brought research to the center, tested with real users, and shared findings in workshops to help the whole team connect with our audience. My impact wasn’t just visual or conceptual. It shaped how we thought about player-first design.
Learnings and Impact
Good UX is not about changing behavior. It's about understanding it and building around it.
Mundo Slots became a turning point for the company. It demonstrated that a player-centric experience could also drive business value. The foundations we laid in 2019 are still live and evolving.
The project taught me to balance fidelity and innovation. To listen before proposing. To turn user rituals into product structure. And to connect departments through a shared UX language. Above all, it reminded me that in gaming, fun doesn’t need to be imposed. It’s already there. You just need to design space for it to grow.
Connect to Content
Add layers or components to swipe between.
More Works
©2025
2019 - 2020
Mundo Slots
Mundo Slots is a free-to-play social slots platform delivering a gamified experience with immersive storytelling, set in a space-themed slots universe.
Product Overview
Mundo Slots was born from the need to centralize a fragmented slot experience while enhancing engagement through UX and creative consistency.
A unified ecosystem built around player behavior and brand nostalgia.
Mundo Slots emerged from a business insight. Our legacy apps, each based on a popular Spanish bar slot, were performing well individually but started to plateau when released together. The total user base and revenue were stagnating. Instead of multiplying value, the fragmentation was diluting it.
From this insight, we realized our players were already crafting their own metagame by hopping between apps to collect rewards and bonuses. With no shared login or progression system, they were manually creating a loop we hadn’t designed. We saw an opportunity to build a shared experience around that organic behavior.
As Creative Director, I led the UX vision and product narrative, aligning visual identity, user needs, and business objectives. The goal was not to change how users played, but to elevate it. We designed a layered experience that respected the core gameplay of each slot, while offering progression and continuity across the ecosystem.
0+
0+
Million Euros
Annual Revenue
0/50
0/50
Stars
Rated in Play Store
0+
0+
Million Plays
Every Day
Player Behavior Insights
Players were building their own multi-app loop to collect bonuses. We turned it into a coherent experience.
The flat performance trend suggested that new apps were not expanding the user base but fragmenting it. We initially hypothesized that this was due to internal competition. But interviews with players revealed something deeper. They were using our portfolio in a very specific way, hopping between apps to collect rewards, syncing accounts manually, and crafting their own loop across disconnected titles.
Even without shared logins, player behavior showed clear signs of fragmentation. Users jumped from app to app, collecting free spins or chasing rewards in cycles we hadn’t designed. Interviews confirmed it. They wanted a more continuous journey, with shared goals and a sense of progression across games.
This organic behavior revealed an opportunity. Instead of trying to control access, we embraced player autonomy and designed a system that respected how they already played, enhancing it through structure and continuity.
Audience & Player Psychology
More than players, they were fans of the machines themselves. They wanted something familiar, not something new.
Most of our audience had real-world memories of the slots we had digitized. They weren't drawn to novelty or innovation. They wanted to play “their game,” the one they used to find in bars. This emotional attachment made fidelity a design priority.
We avoided reinventing the wheel. Instead, we focused on expanding the original experience. Mobile-first, but memory-connected. Each slot became a more complete version of itself, reimagined for a digital context.
Design & Product Challenges
Global best practices didn’t fit local player behavior. We had to build a system around existing rituals.
The first internal pitch was based on mission gating, following standard models from international products. But that logic broke our users’ flow. Our players were used to earning in the lower game, risking in the upper one, and repeating. Blocking progression added friction that didn’t belong there.
I pushed for an evolutionary model. One that respected the loop players already followed. Instead of hard stops, we introduced layered missions that rewarded their style of play. We validated this through player testing, comparing linear progression versus simultaneous objectives. The feedback was clear. Keep the flow, reward the rhythm.
UX Design Strategy
Design progression that fits around the game. Not over it.
The mission system had to blend into the slot experience. We designed five simultaneous missions that updated dynamically based on gameplay. Each one encouraged key behaviors without breaking the natural loop. No extra tutorials, no forced reroutes. Just seamless alignment between intent and reward.
Because our games had a vertical orientation and a dual-screen layout (a clear heritage from bar slots), we used the top half to host the UX elements. This decision preserved gameplay clarity while giving space to introduce progression without interference. Everything was placed with intention, from mission icons to reward bars.
Visual Direction & Navigation Model
Create a world around each IP. Not a menu of slots, but a map of adventures.
Rather than group games in a casino or bar setting, we designed a portal made of thematic worlds. Each slot lived in its own realm, visually and narratively tied to its core identity. This allowed us to respect each game’s legacy while connecting them into a larger experience.
Because the screen was vertical and our slot offering was small but powerful, we went for horizontal navigation. The user could swipe through the worlds naturally, discovering each title as an episode within a bigger universe. It gave us room to scale and empowered each IP to carry narrative and branding weight.
Role and Collaboration
Lead the vision, shape the experience, and become the voice of the player inside the room.
As Creative Director, I had both execution and alignment responsibilities. I translated business goals into product narratives, led creative and UX teams, and acted as a user advocate in product discussions. I didn’t manage the production team directly but became a key contributor, working alongside the game designer and PM to influence decision-making.
My role was also cultural. I brought research to the center, tested with real users, and shared findings in workshops to help the whole team connect with our audience. My impact wasn’t just visual or conceptual. It shaped how we thought about player-first design.
Learnings and Impact
Good UX is not about changing behavior. It's about understanding it and building around it.
Mundo Slots became a turning point for the company. It demonstrated that a player-centric experience could also drive business value. The foundations we laid in 2019 are still live and evolving.
The project taught me to balance fidelity and innovation. To listen before proposing. To turn user rituals into product structure. And to connect departments through a shared UX language. Above all, it reminded me that in gaming, fun doesn’t need to be imposed. It’s already there. You just need to design space for it to grow.
Connect to Content
Add layers or components to swipe between.
More Works
©2025