Karl Bray Consulting
Product Design & Strategy
I bring creative energy, craft and judgment - grounded in deep industry experience - to help define product direction and deliver design that performs.
About
I’m a product design leader with over 15 years’ experience shaping high-scale and early-stage digital products, with deep domain expertise across betting and gaming.
I’ve led design direction and creative vision at Full Tilt Poker and held senior product and innovation roles at Luckbox and New Wave Poker, working across regulated markets in sportsbook, casino and poker.
My focus is on shaping product direction while it’s still forming - clarifying value and structuring complex systems into usable products.
From there, I drive the work through to delivery, maintaining a high standard of execution, quality and design craft.
My role co-ordinates closely with teams across product, design and engineering to create clarity, drive decisions and move products forward.
Expertise
I define product direction, shape complex systems into usable experiences and raise the standard of execution where it matters.
Product Direction
Most products converge on the same ideas. I define where the product stands apart and ensure that position is clear in the experience.
Interaction Design for Complex Systems
Real-time and model-driven products introduce uncertainty. I design interaction models that make behaviour legible and decisions manageable under pressure.
Execution Quality
Small inconsistencies compound quickly in high-frequency products. I work hands-on to ensure the product feels coherent, precise and reliable.
Early-Stage Product Definition
In early-stage products, structure matters more than surface. I define foundations that support speed, scale and consistency over time.
Design for Commercial Performance
Every decision affects acquisition, retention and value. I work with product and engineering to ensure design supports how the product performs in market.
Team Alignment and Delivery
Progress comes from clear direction and decisive execution. I align teams around what matters and help drive work forward.
Work With Me
I work with a small number of teams where I can have meaningful impact, typically in betting, gaming or similarly complex product environments.
Fractional leadership
Ongoing direction across product, design and execution.
Project-based work
Focused engagements to define, fix or elevate specific parts of a product.
Advisory
Targeted input on product, UX and design systems at key decision points.
Contact
If you’re aiming to strengthen product clarity, differentiation and execution, I can help bring focus and raise the standard. Get in touch.