I'm Karl Bray.

I’m a Product Designer and Design Leader with over 15 years’ experience shaping complex digital platforms across sportsbook, casino, poker and airline products, serving millions of users across desktop and mobile.

I specialise in translating complex systems into clear, intuitive product experiences, combining strong design craft with product strategy, design systems and data-informed decisions.

I’m equally comfortable working hands-on within product teams or leading design at organisational level - collaborating with senior leadership on product direction, mentoring designers, and ensuring design contributes meaningfully to business growth.


Skills & Expertise

Over the course of my career I’ve developed expertise across product design strategy, scalable design systems, complex platform UX and data-informed product development. I combine hands-on design craft with leadership experience, working closely with product and engineering teams to translate complex ideas into clear, effective user experiences.

Today my work focuses on shaping product direction, mentoring design teams and ensuring design contributes meaningfully to both user outcomes and business growth.

View Expertise


AI Micro-Betting App

I led and defined the design of an AI-powered real-time micro-betting app integrated with live esports streams.

Trained on historical game data from thousands of games, the key challenge was turning probabilistic AI output into content that was easy for users to understand and engage with. See Case Study

Luckbox Casino

I defined the vision for Luckbox’s casino platform, designing a north-star concept for a modern and personalised casino gaming experience.

The work aligned teams around a differentiated product while shaping the evolution of the platform beyond its initial MVP. See Case Study

New Wave Poker

New Wave Poker is an online poker start-up built from scratch to compete with the best poker apps in the industry.

As Head of Design, it is my responsibility to set out a product roadmap and then roll-up my sleeves to deliver user journeys, design systems and a set of desktop and mobile apps.

See Case Study

Luckbox Mobile App

The Luckbox mobile apps are designed to provide esports enthusiasts with a safe and stable platform to watch live streams and bet on their favourite esports events.

As Head of UX Design, I led all research and testing, as well as creating wireframes and prototypes and collaborating with development teams and product managers.

See Case Study

Full Tilt Poker mobile apps

With 23 million registered users across the globe, Full Tilt Poker's desktop software was the second largest platform in the online poker industry.

In 2013, I was trusted with leading the team behind the design of Full Tilt Poker's native iOS and Android apps which won the IGA award for Best Poker App in 2014. See Case Study

Luckbox Homepage

In early 2019, I was tasked with designing the User Experience of a responsive homepage for the Luckbox betting platform.

This project provided an ideal opportunity to create a truly user-centered solution, built around lean personas, industry insights and business objectives. See Case Study

Ryanair Rooms

In March 2018, Ryanair's accommodation booking portal - 'Ryanair Rooms' - was grossly underperforming.

Working with a team of UX Researchers, I was tasked with finding the cause for the poor performance and resolving any design issues. See Case Study

Web Gaming Casino

Following a major change in business strategy, Full Tilt urgently needed a web platform to deliver slots gaming to our players.

Managing a team of external contractors and internal resources - and working in step with development teams - I was given just 6 weeks to devise a delivery roadmap and to create a design that broke the convention of online slots gaming websites.

See Case Study

Lobby Redesign

For users of online poker software, the most crucial part of the player journey is the Game Lobby. From here, players need to quickly find games that meet their specific requirements of game type, buy-in level and limit-type.

As Full Tilt Poker's popularity was soaring in global popularity, we engaged on a massive project to completely overhaul our game lobby. This provided a unique challenge and was a test of every aspect of interface design expertise. See Case Study

Full Tilt homepage redesign

In 2014, I worked with marketing leaders on the repositioning of the Full Tilt brand and the overhaul of the Full Tilt aesthetic.

As a result of this strategic change, Full Tilt needed a new homepage design that showcased our new direction, while also increasing conversion and reducing bounce rates. See Case Study

Managing Ryanair

As Design Studio Manager at Ryanair, I managed a team of 19 UI/UX Designers, based in 3 offices across Europe.

One of my main challenges was to streamline in-house workflows and communications with the implementation of a tailored Kanban system and a bespoke Double Diamond design process.

See Case Study

The Deal

The Deal was a progressive jackpot mini-game that was central to Full Tilt's strategic shift towards a casual gaming audience.

I led all aspects of the design, including gameplay mechanics and game volatility, UI and UX for all gameplay, game design and design of all branding and promotional materials. See Case Study




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