GoBet

GoBet is a thriving online gambling and casino platform, consistently drawing in an average of hundreds of daily users as part of its rapid growth

About

Over the past year, GoBet achieved significant milestones,
successfully extending its footprint into three new countries Chile, Peru, and Brazil.

Timeline

This project was initiated in February 2022, and I was among the first team members to join. This case study primarily focuses on the progress made and decisions taken during the initial 8 months of the project.

My role

I began my involvement in this project as the lead designer, being the sole designer in the team for the initial 6 months. Subsequently, two more designers joined our team, and I was promoted to the position of team lead for the design department.

Approach

During the development of this project, I have employed various methods to enhance the overall product quality and performance. These methods include conducting interviews, performing business analyses, competitive analyses and usability testing.

Part 1. Sports Betting Platform

Problem

I was tasked with completely reworking the template format for the initial version of the online casino and sports betting platform. This involved preparing a design system and layouts for the launch of the MVP product.

Additionally, I was responsible for overseeing the launch of marketing landing pages and communication email campaigns.

The template view

The design was characterized by clumsiness, a basic layout, low contrast, and an unreasonable utilization of available space.

Low contrast

Lack of visual communication with user

The current events display lacks sufficient details

Solution-1

I have created a clean and user-friendly interface that enables players to access
the widest possible range of options.

New design

Visually appeaping clean design, added additional functionality.

Added top switcher between types of markets

The current events display lacks sufficient details

Added bottom tap-bar for better navigation

Prototype

Swipe action for "Favourites"

Prototype

Bottom sheet interaction
as a web-app implementation

Solution-2

I have designed a search tool for sport events.

Prototype

One-tap search navigation

Rich information preview

Tab switch between live and upcoming events

Market research

To make informed design decisions, I conducted market research among the most popular competitors.

Optibet

Not possible to switch between
categories in one tap

Lack of useful information about event

Clean design and high contrast

OlyBet

No bottom tap navigation

Can't toggle between categories with a single tap

A lot of useful information about each event

Betsafe

Each event line takes a lot of space

Quick navigation is not available

Bulky "pin" buttons take a lot of useful space

Dark theme and a lot of useful information
for each event

Data analysis

I strategically utilized data acquired from analytical sources such as Yandex.Metrica, Google Analytics, Qlik, and Maze to guide my design decisions and elevate the overall user experience (UX).

Collaborating with the product team, I actively contributed to building a Customer Journey Map (CJM) to identify and optimize growth points for GoBet.

User flow map in Miro

CJM in Miro

MAZE tool usability testing

The most popular screen sizes among GoBet visitors' devices
as per Yandex.Metrica data

Part 2. Online Casino

Problem

I was tasked with designing the user interface and design system for a competitive online casino while adhering to the best practices in the gambling industry.