Sportsbet is Australia’s premier online bookmaker offering wagering opportunities on a variety of racing, sporting and entertainment events. Joining Sportsbet as an Experience Designer in 2017, I was part of a multi-disciplinary team of developers, researchers, product owners, analysts and designers that delivered a richer and highly performant online experience for our customers that use web as their platform of choice.

Working in a fast-paced agile environment, I was immersed in the end-to-end product development process from ideation to delivery for a multitude of customer facing products from Today’s Racing to Homepage.

Throughout the duration of the responsive website replatforming, I helped solve complex customer problems, translated research findings into actionable recommendations and crafted intuitive multi-channel betting experiences. Using Material Design as the framework for the visuals, it was important to ensure Sportsbet’s bold and playful branding was reflected throughout the website’s overall design whilst also delivering intuitive experiences for our punters. It is not only essential to take the time to understand the ultimate product execution but the wider business aspects of it.

As an advocate for collaborative design thinking, customer-centricity and validating concepts through testing, I was able to gather meaningful customer generated insights through a range of research mediums including face-to-face usability testing, card sorts, guerrilla testing, surveys and remote online testing. Whether ideas were expressed in a simple paper sketch or detailed interactive prototypes, the insights generated allowed us to better understand user goals and pain points, and helped mediate common challenges of balancing content priorities.

Artefacts such as wireframes, heuristic evaluations, journey maps, IA diagrams, user stories and detailed UI specs were effective in persuasively communicating complex concepts across a range of business audiences. I also regularly facilitated design workshops to unpack the challenge at hand, align stakeholders on project goals and scope, understand customer needs and to allow the team to rapidly ideate concepts, rather than diving immediately into solution mode. Customer mindsets and personas were also instrumental in identifying user motivations, behaviours and pain points and to help stakeholders empathise with our customers throughout the journey.

Encouraging UX best practice, maintaining quality design systems and championing the customer throughout the design journey is all in a day’s work.

Website: Sportsbet