Summary
Mission
To make sports more interactive, accessible, and rewarding by transforming traditional betting into a seamless, game-driven experience that empowers players, engages communities, and enables operators to scale with confidence.
Business Model: B2C player platform + B2B white-label solution for operators to launch their own branded gaming platforms.
Market Context: Designed for emerging markets with mobile-first users who value entertainment and accessibility over complex traditional betting.
My Contributions
My Contributions
Services
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- User Research
- User Flows
- Wireframes
- Ui Design
- Prototyping
- Usability Testing
Platforms
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- Web
- Mobile
- USSD
Problem
Traditional sports betting is complex, transactional, and lacks engagement, leading to low retention.
Solution
Designed a mobile-first gaming platform that transforms betting into a fun, interactive experience.
Impact
Increased engagement, improved onboarding rates, and enabled faster operator launches.
Discovery
I started with discovery to understand the team’s vision and the plans they had for the product. The challenge was to create an experience that felt as engaging and intuitive as real betting platforms, while remaining accessible to a broader, more casual audience.
Competitive Analysis
I conducted a competitive analysis of platforms like Hollywoodbets, Sportingbet, Betway, Easybet, and Bet.co.za, reviewing their features and user flows. While they offer robust betting functionality, most experiences are complex and transactional, revealing opportunities to simplify UX and introduce more engaging, game-like interactions.
Planning the structure
To reduce friction and confusion, I focused on creating a clear, intuitive information architecture that prioritises key user actions.
Core user flows
- Registration
- KYC
- Browse live matches
- View & place bets
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.
Usability Testing
To ensure the GameOn experience was intuitive and easy to adopt, I conducted iterative usability testing using Useberry and Clarity. I combined task-based testing with behavioural analysis, reviewing heatmaps and session recordings to understand real user interactions. This helped us identify friction, uncover hidden usability issues, and validate design decisions based on actual behaviour and not assumptions
