App Redesign

Note: This case study is currently being refined and updated.

Summary

Services

• • User research & discovery
  • UX strategy & flows
  • Wireframing & prototyping
  • Visual design & design system creation

Platforms

• • Web
  • Mobile
  • USSD

Problem

Traditional sports betting is complex, transactional, and lacks engagement, leading to low retention.

Impact

Increased engagement, improved onboarding rates, and enabled faster operator launches.

Approach

Solution Strategy

Going Deeper with Wireframes

Once we had a structure in place, we moved on to wireframes where we explored how each screen would be laid out. This allowed me to quickly sketch out different user flows without having to spend too much time thinking about visual design details.

The main focus during the initial stages was on registration and account info. This laid the foundation for further expansion and paved the way for KYC flows, browse matches, place and view bets.

Ui Design

With wireframes approved, I moved to UI design, creating development-ready mockups. This included defining the app’s visual identity (typography, color system, component library) that aligned with brand guidelines while following UI best practices. I made sure to design for the emotional nature of a sports book, keeping interfaces simple reduced clutter by removing non-essentials. The result was a cohesive UI that developers could implement efficiently.

Design System — Scaling Across Operators

To support rapid growth across multiple brands and markets, I established a flexible, multi-operator design system that could scale with the platform while maintaining consistency, speed, and quality.

GameOn powers different sportsbook brands — most notably Fanbets (real-money betting) and SportsBozza (play-for-fun gaming). Each product serves a different audience, regulatory environment, and engagement model. This introduced a key challenge:

How do we create distinct brand experiences without duplicating design and development effort?

The Approach

We designed a shared foundation with brand-level customisation, allowing both operators to feel unique while leveraging the same underlying system.

Design Strategy

Instead of building two completely separate systems, I:

• Shared 80% of components
• Customised visual identity and interaction tone per operator
• Introduced theming and component variants to handle differences

Outcomes

• Reduced design-to-development time for new features by 30%
• Enabled faster onboarding of new operator brands
• Created a scalable foundation for future expansion

Reflection

Designing for multiple operators forced a shift from designing screens to designing systems. The result was not just a UI library, but a strategic asset, one that allowed GameOn to scale efficiently while delivering tailored experiences for different audiences.