Case Study 02 · ArenaPlus · Jul 2024

Redesigning the
Core Bet Flow.

Redesigned Discover → Bet → Track for retail bettors, reducing friction across all 3 jobs-to-be-done.

Role
Product Designer
Platform
Mobile (iOS/Android)
Timeline
Jul 2024
Domain
iGaming · Sportsbook
+216%
CTR Lift
+17.7%
Bet Conversion
3.1→3.8
CSAT Score
Prototype Demo

See it in motion

Screen Recording
videos/project-02.mp4
TL;DR
Summary
Redesigned 3 core jobs-to-be-done for retail bettors: Find a market fast, Place a bet confidently, Track & analyze results.

The original sportsbook design lacked a professional user experience and was not suited for retail bettors — featuring complex flows and poor navigation that led to low conversion. My approach centred on simplifying the core journey while introducing features that build bettor confidence at every step.

Project Lead
Danny Z
Product Manager
Liam L / Harper
Product Designer
Liam L
Dev & QA
Technology BU
Operations
Wilson / Jeff
The 3 Jobs-to-be-Done

Discover → Bet → Track

Job 01
Discover
Find a desired market FAST
Discover
videos/job-01-discover.mp4
Job 02
Bet
Place a bet CONFIDENTLY
Bet
videos/job-02-bet.mp4
Job 03
Track
Track & analyze bets EFFECTIVELY
Track
videos/job-03-track.mp4
Key Decisions

Design choices that moved the needle

Discover
Faster scanning → more clicks into matches → CTR lift +216%. Simplified navigation reduced cognitive load for new bettors.
Bet
Less friction → higher bet completion → conversion +17.7%. Quick Bet removes the betslip barrier for casual bettors.
Track
Cleaner tracking → better retention signals (+0.6% volume). Users who track bets return more frequently.
Overall
Higher satisfaction → CSAT 3.1 → 3.8. Reflects the holistic improvement across all three flows.
Impact

Measurable results post-launch

+216%
Overall CTR
Faster scanning → more clicks into matches
+17.7%
Bet Conversion
Less friction → higher bet completion rate
3.1→3.8
CSAT Score
Overall satisfaction increased across all flows
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