Make relevant content easier to reach
Develop Top Events and Popular Competitions entry points, with a clearer homepage hierarchy.
Why it matters Reduce the work required to locate important matches and competitions.
Betfair / Product story
Making relevant events easier to discover.
Connecting customer research, behavioural evidence and a growing design practice across Betfair International’s product journeys.
01 / Understand
The challenge
Event visibility, registration, payments and the BetSlip each introduced points of friction. Improving a single interface was only part of the challenge: the team also needed a repeatable way to bring customer evidence into product decisions across markets.
What informed the work
As the first product design hire at Betfair International, I established research and design workstreams and hired and mentored two designers. Discovery interviews, quick surveys, usability tests, behavioural analytics and customer-support feedback helped expose navigation problems and difficult task flows. A research backlog connected critical issues and opportunities with prioritisation and sprint planning.
02 / Focus
Decisions behind the experience
Treat completion as an end-to-end journey
Refine registration steps, contextual guidance, payment fields and BetSlip feedback.
Why it matters A successful discovery experience still depends on customers understanding and completing the next action.
Build a repeatable evidence loop
Introduce research templates, a prioritised backlog and recurring customer-insight reviews.
Why it matters Make customer understanding available throughout delivery, across a growing team and multiple markets.
The journey at a glance
- 01Customer & support signals
- 02Research backlog
- 03Prioritised journeys
- 04Prototype & validate
03 / Make it tangible
The product in practice.
Explore the actual screens and project artefacts. Select an image for a closer look.
An entry point into the event-discovery experience.
A step within the registration flow, part of the wider completion journey.
An additional route into relevant event content.
04 / Deliver & learn
From direction to delivery
I worked with cross-functional teams on localised journeys for Spain, Brazil and Italy. Prototypes supported iterative testing across discovery, registration and BetSlip tasks. My contribution combined hands-on design with building the research capability needed to inform subsequent work.
What came out of the work
My published portfolio reports a 20% increase in event discovery and a 15% reduction in BetSlip task abandonment. These are reported project results. The measurement baseline and timeframe are not published.
20%Reported increase in event discovery
15%Reported decrease in BetSlip task abandonment
Product perspective
What this work shows
The enduring contribution was both product and organisational: clearer journeys, plus a research practice that could keep informing decisions after an individual feature shipped.
Looking forward
How I would evaluate the next iteration
A proposed measurement lens, separate from the project results reported above.
Discovery
Track event-entry interactions against exposure and market.
Completion
Separate registration, payment and BetSlip completion rates.
Quality
Monitor task errors and support themes alongside conversion.