User, Product and Profits
My Role
Lead Product Designer with overlapping responsibilities in Product Management.
Responsibilities
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Conducted competitor research, developed wireframes, and set the art direction for the new desktop site.
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Collaborated with senior executives to shape product strategy, brainstorm features, and establish the core betting experience.
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Led the design of payment flows, onboarding journeys, and “My Account” pages.
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Mentored junior designers and built a comprehensive design system.
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Worked closely with developers to drive implementation and set the project roadmap.
Background:
SportyBet, a leader in Africa, is expanding into Brazil, Mexico, and South Africa to grow brand awareness and attract new users. While our mobile app and desktop see high traffic, user retention is low. Research in Brazil revealed that an outdated website affects trust and competitiveness.
Data showed Nigerian users prefer Android, while users in Brazil, Mexico, and South Africa split their usage between desktop and Android. This led to the decision to reskin the website for these regions.
Competitor Research
User Cross-browsing behaviors
In the same industry ranking, the top competitors are Betano and Bet365. Cross-browsing data shows that users who visited their desktop sites also visited SportyBet. Additionally, Betano and Bet365 attract more traffic on desktop platforms, indicating that sports betting desktop users are familiar with their browsing experiences. As a result, we used these two sites as primary references for our design approach.
UI Comparison
User Cross-browsing behaviors
I noticed that user browsing patterns on SportyBet didn’t match industry standards, and surveys confirmed that users found the site outdated. After discussing with stakeholders, we decided to update the site by adding top and left-side navigation to improve content management.
Home Page Reskin
Insights:
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Good odds and live streaming are SportyBet’s unique selling points.
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Data shows that gaming users in Brazil are nearly as active as real sports users.
Design Approcah:
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For the new homepage design, I prioritized showcasing live streaming and mini-games to ensure easy access to these features without extra navigation.
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Integrated the Featured Matches section on mobile into the new design to maintain consistency and enhance user experience, as it drives high engagement and bet placements, which was missing from the old site.
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Desktop screens offer more space for dynamic content, allowing users to view changing odds, live streaming, statistics, and multiple market types simultaneously.
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To reduce eye strain and glare, we adopted a trader-centric design approach with higher contrast between text and background for a comfortable viewing experience.
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After stakeholder discussions, we decided to launch the new website in dark mode to align with these goals and hoping the new appraoch will improve the overall desktop experience.
The Core Betting Experience
Colours
Overall, desktop and prematch will use Background Variation 1, while Background Variation 2 will be exclusively for live matches.
Typography
The typography should be accessible, modern, and highly readable.
