Victor Adrian A.

As Design System Lead, I led the strategy, development, and global adoption of Dice — Entain’s multi-brand, multi-platform Design System, now powering digital experiences across 40+ brands.

I defined the long-term vision, roadmap, and scalable foundations for a unified system that ensures design consistency, accessibility and efficiency across all platforms. My focus was on creating a balance between brand flexibility and system cohesion, enabling product teams to move faster with higher design quality.

Working closely with design, product, and engineering, I aligned teams around shared UI/UX patterns, reduced duplication and eliminated systemic design debt. I delivered a cross-platform UI Kit, token architecture and automation tooling to improve speed, design-to-code alignment and collaboration.

To strengthen efficiency, I developed custom Figma plugins, introduced automation workflows and established scalable governance models. I also led education and onboarding programmes to ensure all teams understood and applied the Design System effectively across brands.

Collaborating directly with the Figma product team, I shared insights from managing a large-scale enterprise system — helping shape new features and best practices for complex multi-brand environments.

💡 Impact: Dice became a strategic enabler within Entain — accelerating delivery, improving cross-team collaboration and elevating the quality and consistency of user experiences across our global portfolio.

• ● Institutional Modernization: Spearheaded the UX/UI transformation of legacy banking platforms, migrating complex based workflows into modern, cloud-native React environments with a focus on high-density data visualization.

• ● Unified Design Language: Contributed to the evolution of the global design system, implementing Figma Variables and semantic tokens to ensure visual parity and brand trust across retail, corporate and investment banking portals.

• ● AI-Driven Personalization: Designed "intelligent dashboards" that utilize machine learning to predict client intent, surfacing critical financial insights and reducing cognitive load for high-net-worth relationship managers.

• ● Security & Biometric UX: Lead the UI design for frictionless, high-security authentication flows, integrating behavioral biometrics and multi-factor interactions that met stringent BaFin and European regulatory standards.

• ● Accessibility-First Engineering: Conducted end-to-end WCAG 2.2 audits, ensuring that complex financial charts, transaction tables and onboarding flows were fully inclusive and screen-reader optimized.

• ● Cross-Functional Handoff: Optimized the "Design-to-Code" pipeline by integrating Figma Dev Mode with internal Git libraries, reducing front-end bugs by 25% and accelerating the deployment of institutional-grade UI components.

• ● White-Label UI Orchestration: Engineered a high-performance white-label design framework that powered digital insurance products for Tier-1 partners, including John Lewis, Tesco, M&S and NBS Bank.

• ● Human-Centric Brand Adaptation: Developed a systematic UI approach to "theme" core insurance journeys, ensuring each partner's unique brand identity was preserved while maintaining a unified, high-conversion UX logic.

• ● Pixel-Perfect Design Systems: Built and maintained a robust, component-based design system in Figma, ensuring 100% visual consistency across responsive web and mobile platforms through meticulous attention to spacing, typography hierarchy and color contrast.

• ● Behavioral UI Optimization: Refined the insurance quote engine by analyzing user drop-off patterns, implementing micro-interactions and progressive disclosure techniques that simplified complex pricing logic into digestible visual steps.

• ● Inclusive Design Leadership: Acted as the HCD lead for accessibility, conducting rigorous WCAG 2.1 audits and implementing "inclusive-first" UI patterns to ensure platforms were usable for individuals with varied visual and motor abilities.

• ● Partner-Facing UI Validation: Led high-fidelity prototyping and design workshops with external stakeholders from M&S and John Lewis, utilizing interactive simulations to align business goals with human-centric design principles.