SB is an entertainment platform with a robust admin system which takes care of everything from account creation to setting usage limits, from admin permissions to report generation.
I was tasked to design the entire interface and user experience of the consumer-facing product and improve the look of the admin section. This includes the main interface, the equivalent of the shopping cart called the betslip, and all reports. I created prototypes for both desktop and mobile and produced all the graphics required by the front-end developers.
Sportsbooks historically have always been information-dense. It's all about making use of the available screen real estate to show more data. It can be overwhelming to the casual user. Regulars though, especially from certain locations, see it as a sign of disrespect if there's way too much "breathing room". To them, more data means more chances to make money.
There is a lot of nuance in designing for such a product. While some users prefer familiar, time-tested UX patterns, most of them are not averse to innovations that allow for improvements in the product. We built multiple ways to view odds depending on your preference of market, sport, or where you are geographically. Competitors are vigilant to maintain feature parity as everyone is in constant pursuit of better features and a better overall user experience.
We initially honed in on the desktop experience since most of the initial users were "power users" who engage with the product via desktop; they appreciate seeing more options (on bigger real estate) and are therefore better informed to maximize their choices. After we launched v1 and saw usage statistics, we decided to develop the mobile experience to better serve the serious mobile user and also the casual, on-the-go user.
I pushed the idea of doing a refresh almost monthly to the product owner to keep up with upcoming sports events thus making the homepage more interesting. It's never difficult to imply action and dynamism with the use of sports-themed imagery. We then added a CMS feature for the homepage so the web administrators can do the updates themselves.
I also did some marketing graphics for the various other product categories we had on offer. I used a lot of stock imagery alongside the product images from our software/game partners. I wanted to capture the dynamism of sport to carryover to the other products which are less physical but no less entertaining.
The use of icons in interface design can never be understated as people tend to have "text fatigue" after even a short time of browsing through text-heavy displays. Icons provide visual cues that allow for quicker scanning of content, especially for navigation, so users can get to their content faster. I've created dozens of icons for the client-facing UI and a few dozen more for the admin section.
I constantly use the product to see if there are details which can be improved by a little bit; this may include spacing, icons, colors, text, user flow, words. Big revamps or complete redesigns may be sexy, but it is in the small and constant tweaking where I think products really evolve to up the value for the customer in the long term.
I learned about thinking in terms of systems than piecemeal design. This nudges a designer to always consider the macro while tinkering on the minute details. This allows for easy reuse of existing colors and patterns which makes the product more put-together visually; once the components are in place, it's easier and faster to scale up with additional screens that the prototype may need. Down the line, this also allows developers to focus less on additional styling as most of the styles already exist.