Player portal
Private, secure dispute tracking and communication
Content autonomy
Cases managed without developer involvement
Case archive
7,000+ resolved cases made publicly searchable
A regulatory service that had to feel like a product
Blexr acquired The Pogg, a UKGC and MGA-accredited Alternative Dispute Resolution service, to integrate it into CasinoReviews. The goal was to position it as a trust and regulatory component within the product, not a separate tool but a native part of the platform.
ADR in the online casino space is genuinely complex. The service has legal authority to deliver binding outcomes, which made CasinoReviews the only affiliate site operating at that level of regulatory legitimacy. That distinction needed to come through in the design without making the experience feel bureaucratic or inaccessible to users who are already in a frustrating situation.
What the research involved
The most important research step was a series of in-depth interviews with the UKGC and MGA-accredited administrator who oversees the ADR process. These conversations were essential for understanding the legal constraints, the internal operations, and the specific nuances of how cases are handled, information that could not have come from user research alone.
What came through clearly was a tension that had to sit at the centre of the design: users needed transparency about the process, but also complete confidentiality about their specific case. Those two things had to coexist in the same experience.
A service blueprint was the tool that made the constraints visible and designable. It mapped legal requirements, technical capabilities, and user needs together, which allowed me to make informed decisions about navigation, user journeys, and CMS component structure before touching a single screen.
