Svetlana Ghulunts
AI-native Product Designer designing engagement systems, loyalty mechanics and mobile-first consumer products — with deep expertise in iGaming.
- Based
- Yerevan, Armenia
- Role
- Product Designer
- Focus
- Engagement Systems · Loyalty · AI
I design engagement systems, not screens.
My background combines Psychology, years inside iGaming operations and affiliate marketing, and product design. Today my work starts with motivation, friction and habit — not layouts.
I approach design through systems, trade-offs and behavioral thinking, using AI to accelerate research, prototyping, documentation and decision-making without replacing product judgement.
I'm comfortable owning product work from discovery and research through prototyping, stakeholder alignment and implementation support.
- NOV 2025 — PRESENT
Product Designer
Arena365 / Vanguard Games · Yerevan · Hybrid
End-to-end product design across sportsbook, casino, rewards and prediction products for a mobile-first, GenZ audience — from discovery and product thinking through prototyping, validation and implementation support.
- Led UX strategy, interaction design and information architecture for engagement systems including rewards, cashback, notifications, personalized lobbies and prediction products.
- Reframed the casino lobby around five behavioral mechanics — intent, momentum, reward state, provider affinity and smart grid — replacing an alphabetical catalog.
- Designed a notification ecosystem by mapping six notification jobs across six delivery surfaces, introducing interruption budgets and context-aware prioritization.
- Introduced AI-assisted workflows for research synthesis, rapid prototyping, documentation and knowledge management, improving design speed and decision quality.
SportsbookCasinoRewards & LoyaltyPredictionNotificationsMobile-first
- MAY 2024 — PRESENT
UI/UX Designer
Freelance · Remote
Designed product experiences, acquisition funnels and marketing platforms for iGaming operators, affiliate businesses and early-stage products.
- Designed acquisition funnels, affiliate platforms, cashback experiences and loyalty systems across multiple iGaming operators.
- Delivered end-to-end: research, IA, wireframes, high-fidelity UI, prototypes and hand-off — usually as a one-person design function.
- Partnered with founders and product leads to move from feature lists to prioritised, testable MVPs.
End-to-EndAffiliateCashbackMVP scoping - MAR 2024 — AUG 2025
Affiliate Manager · iGaming
SoftConstruct · DS Partners · NDA · Yerevan · On-Site
Operational years inside iGaming that later became the foundation of my product judgement.
- Ran affiliate acquisition, CRM, bonuses, retention and promotional programs across sportsbook and casino brands.
- Built deep, first-hand understanding of player lifecycle, deposit/withdrawal flows, VIP and cashback mechanics, and how promotional levers actually behave in production.
- Developed domain expertise in retention, loyalty and player psychology that now informs every product decision I make.
AffiliateCRMRetentionBonusesPlayer lifecycle
Product
- Product Strategy
- Discovery
- MVP Definition
- Roadmapping
- Feature Prioritization
- Success Metrics
- Experimentation
- Competitive Analysis
Design
- UX / UI / Interaction
- Information Architecture
- User Flows & Journeys
- Wireframing & Prototyping
- Design Systems
- Mobile-first & Responsive
- Microinteractions
- Behavioral Design
iGaming Domain
- Sportsbook
- Casino Lobbies
- Cashback & VIP
- Bonuses & Free Spins
- Deposits & Withdrawals
- CRM & Retention
- Prediction Products
- Player Behavior
AI-Assisted Work
- AI Research
- Rapid Prototyping
- Documentation
- Design Automation
- Prompt Engineering
- Knowledge Systems
- Workflow Automation
Product thinking
I start with the problem — not the interface—connecting user needs with business outcomes before exploring solutions.
Systems thinking
Rewards, notifications, casino lobbies, search, profiles — I design connected product ecosystems rather than isolated screens.
AI leverage
AI is part of how I research, iterate, document, prototype and test — used with judgement, never in place of it.
Communication
I turn complex product thinking into documentation, roadmaps and stakeholder updates that helps make better decisions.
Languages
- ArmenianNative
- RussianFluent
- EnglishProfessional working · C1