Company:
PokerStars
Year:
2023
Duration:
9 Months
Overview
PokerStars is a global iGaming platform offering poker, sports betting and a wide range of casino games. During my time in their Customer Experience department, I led a long-term project focused on improving service efficiency and aligning cross-functional teams. Over the course of a year, I mapped 25 end-to-end customer and agent journeys to help teams such as NLP and leadership understand how users interacted with the platform, where friction occurred, and how to reduce it.
This work contributed directly to a smoother chatbot rollout, improved internal alignment and measurable cost savings.
Problem
In a fast-paced, agile environment like PokerStars, features and policies change frequently. But without a single source of truth, it was difficult to track how those changes impacted the user or agent experience. Teams struggled to identify recurring pain points, spot automation opportunities or coordinate improvements.
For example, the NLP team aimed to increase containment with a new chatbot, yet lacked a clear view of full resolution paths. Meanwhile, new hires and managers had no accessible reference to quickly get up to speed on existing CX challenges.
Solution
I worked closely with stakeholders to design a Figma prototype that served as a central knowledge base. Each journey mapped the user’s path from first action to resolution, whether through chatbot or agent, and included annotated screenshots, pain points, resolution steps and linked Jira tickets. Challenges were categorised (for example, vague content, unclear UI, tool limitations) and areas for improvement were flagged and tracked.
The result:
14 of the 25 journeys saw an average 28% reduction in live chat volume
Between Jan and Jul 2023, live support contacts dropped by 190,000 compared to the previous year
Estimated savings of £380,000 in support costs
Beyond numbers, the prototype became a key training and planning tool used across departments. It offered analysts, developers and new hires a shared foundation to understand CX priorities and drive improvements.
