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Gamcare
Empowering control with MyGamCare portal
I led end-to-end design for MyGamCare - a new personalised support portal for the UK's leading gambling harm charity. The scope covered a bespoke sub-brand, UX strategy, design system, and a ground-up product built around self-management tools that give users measurable control over their recovery.
Digital Branding
Creative & Product Strategy
User Research
Prototyping
Design System
Web Accessibility
B2C Acumen
20,711 Goals set up and tracked within the first year of launch
A crisis in demand, a gap in digital support
GamCare's helpline saw a 17% spike in calls and chats in January 2023, with the cost-of-living crisis cited as a major driver. The organisation needed a scalable digital channel that could extend support beyond helpline capacity - something proactive, personalised, and trusted enough for a sensitive subject.
Business Goals
Empower individuals to self-manage their behaviour through goal-setting and urge monitoring, while providing a trusted, accessible digital channel that could scale independently of the helpline.
Strategic Input
Shaped the product strategy around three core life impacts - time, money, and wellbeing - using this as the structural backbone for the information architecture and feature prioritisation. Empathy and measurability had to be designed in from the start, not added later.
Built on trust, tested by people with lived experience
A lean team: frontend developer, backend developer, PM, and commercial director. The most distinctive part of the process was working directly with GamCare's Lived Experience team as our primary testers - people with first-hand knowledge of recovery who shaped the product through direct feedback.
My Role
Led design strategy and execution end-to-end - UX/UI, brand creation, and a Figma design system. Collaborated with an external agency on early UX research, then owned the full design phase from IA through to final components.
Testing
Created a bespoke sub-brand for MyGamCare that extended - rather than replaced - GamCare's established identity, ensuring the new product inherited the parent brand's foundation of trust while feeling distinct and purposeful.
What we built
A portal built around the idea that recovery is measurable. Every feature was designed to turn abstract intentions into trackable milestones.
Goal tracking
Users can set and track goals - money limits, time limits, behavioural targets - turning recovery intentions into visible progress.
Mood and urge monitoring
Self-management tools for tracking emotional patterns over time, surfacing insights that support positive behaviour change.
Personalised resource library
Curated content tailored to each user's situation, accessible without friction.
Community access
Integrated recovery diary and forum features to provide peer connection alongside the self-management tools.
Results
20,711 Goals set and tracked within the first year of launch
200+ Active users per month, sustaining long-term engagement with self-management tools
Sustained, high-intent engagement from launch - the kind of usage that signals the product genuinely serves its users' needs rather than just attracting passive visits.
Designing for recovery means building something people return to by choice. The 20,711 goals set in year one validated that empathetic, strategy-driven design can be a direct driver of behaviour change at scale.
Created at Totally.tech
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Next project
Legal appointments platform
Digital transformation for a sports leader
Token-based design system ready to support additional themes and product expansion
I joined the UI phase of a B2B workflow application for a government-adjacent legal appointments body, translating wireframe decisions into a production-ready UI, pushing back on key interface choices backed by research, and building a token-based design system engineered for accessibility and long-term expansion.
Mockneybynature.design
Home
Gamcare
Empowering control with MyGamCare portal
I led end-to-end design for MyGamCare - a new personalised support portal for the UK's leading gambling harm charity. The scope covered a bespoke sub-brand, UX strategy, design system, and a ground-up product built around self-management tools that give users measurable control over their recovery.
Digital Branding
Creative & Product Strategy
User Research
Prototyping
Design System
Web Accessibility
B2C Acumen
20,711 Goals set up and tracked within the first year of launch
A crisis in demand, a gap in digital support
GamCare's helpline saw a 17% spike in calls and chats in January 2023, with the cost-of-living crisis cited as a major driver. The organisation needed a scalable digital channel that could extend support beyond helpline capacity - something proactive, personalised, and trusted enough for a sensitive subject.
Business Goals
Empower individuals to self-manage their behaviour through goal-setting and urge monitoring, while providing a trusted, accessible digital channel that could scale independently of the helpline.
Strategic Input
Shaped the product strategy around three core life impacts - time, money, and wellbeing - using this as the structural backbone for the information architecture and feature prioritisation. Empathy and measurability had to be designed in from the start, not added later.
Built on trust, tested by people with lived experience
A lean team: frontend developer, backend developer, PM, and commercial director. The most distinctive part of the process was working directly with GamCare's Lived Experience team as our primary testers - people with first-hand knowledge of recovery who shaped the product through direct feedback.
My Role
Led design strategy and execution end-to-end - UX/UI, brand creation, and a Figma design system. Collaborated with an external agency on early UX research, then owned the full design phase from IA through to final components.
Testing
Created a bespoke sub-brand for MyGamCare that extended - rather than replaced - GamCare's established identity, ensuring the new product inherited the parent brand's foundation of trust while feeling distinct and purposeful.
What we built
A portal built around the idea that recovery is measurable. Every feature was designed to turn abstract intentions into trackable milestones.
Goal tracking
Users can set and track goals - money limits, time limits, behavioural targets - turning recovery intentions into visible progress.
Mood and urge monitoring
Self-management tools for tracking emotional patterns over time, surfacing insights that support positive behaviour change.
Personalised resource library
Curated content tailored to each user's situation, accessible without friction.
Community access
Integrated recovery diary and forum features to provide peer connection alongside the self-management tools.
Results
20,711 Goals set and tracked within the first year of launch
200+ Active users per month, sustaining long-term engagement with self-management tools
Sustained, high-intent engagement from launch - the kind of usage that signals the product genuinely serves its users' needs rather than just attracting passive visits.
Designing for recovery means building something people return to by choice. The 20,711 goals set in year one validated that empathetic, strategy-driven design can be a direct driver of behaviour change at scale.
Created at Totally.tech
Slide 1
Slide 2
Slide 3
Slide 4
Slide 5
Slide 6
Slide 7
Slide 8
Slide 1
Slide 2
Next project
Legal appointments platform
Digital transformation for a sports leader
Token-based design system ready to support additional themes and product expansion
I joined the UI phase of a B2B workflow application for a government-adjacent legal appointments body, translating wireframe decisions into a production-ready UI, pushing back on key interface choices backed by research, and building a token-based design system engineered for accessibility and long-term expansion.
Creative & Product Strategy
UI Design
Design System
Web Accessibility
Engineer Handover
B2B Acumen
Mockneybynature.design
Home
Gamcare
Empowering control with MyGamCare portal
I led end-to-end design for MyGamCare - a new personalised support portal for the UK's leading gambling harm charity. The scope covered a bespoke sub-brand, UX strategy, design system, and a ground-up product built around self-management tools that give users measurable control over their recovery.
Digital Branding
Creative & Product Strategy
User Research
Prototyping
Design System
Web Accessibility
B2C Acumen
20,711 Goals set up and tracked within the first year of launch
A crisis in demand, a gap in digital support
GamCare's helpline saw a 17% spike in calls and chats in January 2023, with the cost-of-living crisis cited as a major driver. The organisation needed a scalable digital channel that could extend support beyond helpline capacity - something proactive, personalised, and trusted enough for a sensitive subject.
Business Goals
Empower individuals to self-manage their behaviour through goal-setting and urge monitoring, while providing a trusted, accessible digital channel that could scale independently of the helpline.
Strategic Input
Shaped the product strategy around three core life impacts - time, money, and wellbeing - using this as the structural backbone for the information architecture and feature prioritisation. Empathy and measurability had to be designed in from the start, not added later.
Built on trust, tested by people with lived experience
A lean team: frontend developer, backend developer, PM, and commercial director. The most distinctive part of the process was working directly with GamCare's Lived Experience team as our primary testers - people with first-hand knowledge of recovery who shaped the product through direct feedback.
My Role
Led design strategy and execution end-to-end - UX/UI, brand creation, and a Figma design system. Collaborated with an external agency on early UX research, then owned the full design phase from IA through to final components.
Testing
Created a bespoke sub-brand for MyGamCare that extended - rather than replaced - GamCare's established identity, ensuring the new product inherited the parent brand's foundation of trust while feeling distinct and purposeful.
What we built
A portal built around the idea that recovery is measurable. Every feature was designed to turn abstract intentions into trackable milestones.
Goal tracking
Users can set and track goals - money limits, time limits, behavioural targets - turning recovery intentions into visible progress.
Mood and urge monitoring
Self-management tools for tracking emotional patterns over time, surfacing insights that support positive behaviour change.
Personalised resource library
Curated content tailored to each user's situation, accessible without friction.
Community access
Integrated recovery diary and forum features to provide peer connection alongside the self-management tools.
Results
20,711 Goals set and tracked within the first year of launch
200+ Active users per month, sustaining long-term engagement with self-management tools
Sustained, high-intent engagement from launch - the kind of usage that signals the product genuinely serves its users' needs rather than just attracting passive visits.
Designing for recovery means building something people return to by choice. The 20,711 goals set in year one validated that empathetic, strategy-driven design can be a direct driver of behaviour change at scale.
Created at Totally.tech
Slide 1
Slide 2
Slide 3
Slide 4
Slide 5
Slide 6
Slide 7
Slide 8
Slide 1
Slide 2
Next project
Legal appointments platform
Designing a high-stakes workflow platform for a UK professional appointments body
Token-based design system ready to support additional themes and product expansion
I joined the UI phase of a B2B workflow application for a government-adjacent legal appointments body, translating wireframe decisions into a production-ready UI, pushing back on key interface choices backed by research, and building a token-based design system engineered for accessibility and long-term expansion.
Creative & Product Strategy
UI Design
Design System
Web Accessibility
Engineer Handover
B2B Acumen
Mockneybynature.design