Andy's Bet Club Website
Andy's Bet Club Website
Andy's Bet Club Website
As part of a two-person design team, we created a brand-new match centre for the launch of a complete website redesign. Under tight deadlines, we introduced new functionality and a modern interface to one of the site's most important features.
As part of a two-person design team, we created a brand-new match centre for the launch of a complete website redesign. Under tight deadlines, we introduced new functionality and a modern interface to one of the site's most important features.
As part of a two-person design team, we created a brand-new match centre for the launch of a complete website redesign. Under tight deadlines, we introduced new functionality and a modern interface to one of the site's most important features.
Role
Role
Role
UXUI Designer
UXUI Designer
UXUI Designer
Employer
Employer
Employer
Fanwave Digital
Fanwave Digital
Fanwave Digital
Platforms
Platforms
Platforms
Web
Web
Web
My Role
My Role
My Role
Planning, Research, Design
Planning, Research, Design
Planning, Research, Design
Background
Background
Andy’s Bet Club (ABC) quickly established a strong presence in the sports betting industry, attracting hundreds of thousands of followers across social media through valuable tips, insights, and predictions. With this rapid growth, ABC seized the opportunity to revamp its outdated website, which had become inconsistent due to the lack of a design system as new pages and features were added over time.
Andy’s Bet Club (ABC) quickly established a strong presence in the sports betting industry, attracting hundreds of thousands of followers across social media through valuable tips, insights, and predictions. With this rapid growth, ABC seized the opportunity to revamp its outdated website, which had become inconsistent due to the lack of a design system as new pages and features were added over time.
Andy’s Bet Club (ABC) quickly established a strong presence in the sports betting industry, attracting hundreds of thousands of followers across social media through valuable tips, insights, and predictions. With this rapid growth, ABC seized the opportunity to revamp its outdated website, which had become inconsistent due to the lack of a design system as new pages and features were added over time.
The redesign preserved key features while introducing new functionalities, particularly for football and horse racing. As part of a two-person design team, we were tasked with creating a fresh UI that improved usability. Throughout the project, we remained agile, incorporating new features requested by senior stakeholders.
To understand who our users were and the issues they faced with the existing search, I conducted user testing with American sportsbook users and analysed previously collected CSAT survey feedback. This revealed three key insights:
Users fell into seven personas, with the most common being the Casual Bettor, Recreational Sports Fan, and Professional Gambler.
Multiple entry points into the search flow caused confusion. The original search layout didn’t meet US market expectations (e.g. incorrect odds format, titles, and layout).
The redesign preserved key features while introducing new functionalities, particularly for football and horse racing. As part of a two-person design team, we were tasked with creating a fresh UI that improved usability. Throughout the project, we remained agile, incorporating new features requested by senior stakeholders.
The original design featured inconsistent colours and styling elements
The original design featured inconsistent colours and styling elements
Without a defined style guide, the original design became a mix of outdated and inconsistent styles
Without a defined style guide, the original design became a mix of outdated and inconsistent styles
Insights & Alignment
Insights & Alignment
We began by conducting remote user interviews using Motives.ai to better understand our audience. These sessions revealed that our typical users are more data-driven than initially assumed, with a growing interest in deeper, more detailed stats to inform their betting decisions.
We began by conducting remote user interviews using Motives.ai to better understand our audience. These sessions revealed that our typical users are more data-driven than initially assumed, with a growing interest in deeper, more detailed stats to inform their betting decisions.
We began by conducting remote user interviews using Motives.ai to better understand our audience. These sessions revealed that our typical users are more data-driven than initially assumed, with a growing interest in deeper, more detailed stats to inform their betting decisions.
Following this, we held key stakeholder meetings to align on goals, explore initial ideas for the match centre, and understand technical constraints with the development team. A central focus was our north star metric: increasing the number of bets placed through the website. Together, we reviewed the current site experience, identified which features would be retained or removed, and discussed potential additions—most notably, the introduction of a more advanced match centre.
Following this, we held key stakeholder meetings to align on goals, explore initial ideas for the match centre, and understand technical constraints with the development team. A central focus was our north star metric: increasing the number of bets placed through the website. Together, we reviewed the current site experience, identified which features would be retained or removed, and discussed potential additions—most notably, the introduction of a more advanced match centre.
Following this, we held key stakeholder meetings to align on goals, explore initial ideas for the match centre, and understand technical constraints with the development team. A central focus was our north star metric: increasing the number of bets placed through the website. Together, we reviewed the current site experience, identified which features would be retained or removed, and discussed potential additions—most notably, the introduction of a more advanced match centre.
Mapping current vs required features across each page
Mapping current vs required features across each page
Using Motives.ai (formerly BTRT.ai) to conduct remote user interviews and better understand user needs
Using Motives.ai (formerly BTRT.ai) to conduct remote user interviews and better understand user needs
Affinity map based on insights gathered during user interviews
Affinity map based on insights gathered during user interviews
Competitor Research
Competitor Research
We analysed match centre experiences across various web and native apps, including Flashscore, FotMob, and many others, identifying key sub-tabs that would sit under the match centre. This approach catered to the in-depth stats that our regular users requested during initial interviews. We also focused on how live data, interactions, and navigation were structured across devices, uncovering opportunities to improve post-match analysis, team stats and player stats display. This research helped shape our design direction by highlighting both common patterns and areas for innovation.
We analysed match centre experiences across various web and native apps, including Flashscore, FotMob, and many others, identifying key sub-tabs that would sit under the match centre. This approach catered to the in-depth stats that our regular users requested during initial interviews. We also focused on how live data, interactions, and navigation were structured across devices, uncovering opportunities to improve post-match analysis, team stats and player stats display. This research helped shape our design direction by highlighting both common patterns and areas for innovation.
We analysed match centre experiences across various web and native apps, including Flashscore, FotMob, and many others, identifying key sub-tabs that would sit under the match centre. This approach catered to the in-depth stats that our regular users requested during initial interviews. We also focused on how live data, interactions, and navigation were structured across devices, uncovering opportunities to improve post-match analysis, team stats and player stats display. This research helped shape our design direction by highlighting both common patterns and areas for innovation.
Displaying live scores, match streaks, and odds on Sofascore and Flashscore
Displaying live scores, match streaks, and odds on Sofascore and Flashscore
LiveScore and 365Scores display team stats and league tables with filterable views for improved user interaction
LiveScore and 365Scores display team stats and league tables with filterable views for improved user interaction
Wireframes
Wireframes
After defining the plan for the match centre page, we began translating this into a series of wireframes. A key feature was the integration of various betting odds directly within the match centre, enabling users to place bets without leaving the page. This feature directly aligned with the north star metric of increasing the number of bets placed through the website.
After defining the plan for the match centre page, we began translating this into a series of wireframes. A key feature was the integration of various betting odds directly within the match centre, enabling users to place bets without leaving the page. This feature directly aligned with the north star metric of increasing the number of bets placed through the website.
After defining the plan for the match centre page, we began translating this into a series of wireframes. A key feature was the integration of various betting odds directly within the match centre, enabling users to place bets without leaving the page. This feature directly aligned with the north star metric of increasing the number of bets placed through the website.
Incorporating this feature required close collaboration with developers to ensure that the data for the odds was available in real-time and could be seamlessly integrated into the design. These discussions were essential in determining which odds to display in the MVP, while ensuring that the overall user experience remained smooth and intuitive."
Incorporating this feature required close collaboration with developers to ensure that the data for the odds was available in real-time and could be seamlessly integrated into the design. These discussions were essential in determining which odds to display in the MVP, while ensuring that the overall user experience remained smooth and intuitive."
Incorporating this feature required close collaboration with developers to ensure that the data for the odds was available in real-time and could be seamlessly integrated into the design. These discussions were essential in determining which odds to display in the MVP, while ensuring that the overall user experience remained smooth and intuitive."
A selection of wireframes that highlighted how the navigation and data were structured across each tab of the match centre
A selection of wireframes that highlighted how the navigation and data were structured across each tab of the match centre
As a team, we discussed including blog articles in the match centre but later decided to exclude them from the MVP
As a team, we discussed including blog articles in the match centre but later decided to exclude them from the MVP
We explored adding bet cards similar to other pages but decided they’d clutter the match centre’s stat-heavy layout
We explored adding bet cards similar to other pages but decided they’d clutter the match centre’s stat-heavy layout
Design Validation with In-House Experts
Design Validation with In-House Experts
To validate the wireframes ahead of development, we conducted in-house testing with our content team, who have extensive experience using sportsbooks as both users and industry professionals.
To validate the wireframes ahead of development, we conducted in-house testing with our content team, who have extensive experience using sportsbooks as both users and industry professionals.
To validate the wireframes ahead of development, we conducted in-house testing with our content team, who have extensive experience using sportsbooks as both users and industry professionals.
Testers praised the intuitive layout, clear stat presentation, and ability to place bets directly from the match centre. Several small improvements were implemented immediately—such as adding breadcrumb navigation and exploring ways to make stat columns sortable.
Testers praised the intuitive layout, clear stat presentation, and ability to place bets directly from the match centre. Several small improvements were implemented immediately—such as adding breadcrumb navigation and exploring ways to make stat columns sortable.
Testers praised the intuitive layout, clear stat presentation, and ability to place bets directly from the match centre. Several small improvements were implemented immediately—such as adding breadcrumb navigation and exploring ways to make stat columns sortable.
Two feature suggestions—adding infographics to make stats more scannable and including a second promotional banner—were valuable but deprioritised for MVP. We logged both for future development post-launch.
Two feature suggestions—adding infographics to make stats more scannable and including a second promotional banner—were valuable but deprioritised for MVP. We logged both for future development post-launch.
Two feature suggestions—adding infographics to make stats more scannable and including a second promotional banner—were valuable but deprioritised for MVP. We logged both for future development post-launch.
This structured feedback helped us prioritise what to refine before launch while building a backlog of ideas based on real user needs.
This structured feedback helped us prioritise what to refine before launch while building a backlog of ideas based on real user needs.
This structured feedback helped us prioritise what to refine before launch while building a backlog of ideas based on real user needs.
From the expert feedback, we identified key themes and opportunities, translating them into clear action points
From the expert feedback, we identified key themes and opportunities, translating them into clear action points
The Launch
The Launch
The redesigned website, including the MVP version of the Match Centre, launched successfully in April this year, marking a key milestone in the project. Early results have been really encouraging—we hit our main objective of increasing the number of bets placed directly through the site, while also seeing a noticeable uplift in third-party referrals from Andy’s Bet Club.
The redesigned website, including the MVP version of the Match Centre, launched successfully in April this year, marking a key milestone in the project. Early results have been really encouraging—we hit our main objective of increasing the number of bets placed directly through the site, while also seeing a noticeable uplift in third-party referrals from Andy’s Bet Club.
The redesigned website, including the MVP version of the Match Centre, launched successfully in April this year, marking a key milestone in the project. Early results have been really encouraging—we hit our main objective of increasing the number of bets placed directly through the site, while also seeing a noticeable uplift in third-party referrals from Andy’s Bet Club.
From the start, we focused on improving the overall user experience by introducing detailed match stats to help users make more informed betting decisions. This was a feature our audience clearly expected and valued, and its introduction has already led to higher engagement and increased time on site.
From the start, we focused on improving the overall user experience by introducing detailed match stats to help users make more informed betting decisions. This was a feature our audience clearly expected and valued, and its introduction has already led to higher engagement and increased time on site.
From the start, we focused on improving the overall user experience by introducing detailed match stats to help users make more informed betting decisions. This was a feature our audience clearly expected and valued, and its introduction has already led to higher engagement and increased time on site.
The current MVP includes only the Stats tab, which was identified as the most important feature from a user perspective. However, the full experience has already been designed and is visible in the visuals below. Upcoming features include a live league table, team results history, and a bet builder tool that allows users to create custom accumulator bets, complete with percentage-based chances of success.
The current MVP includes only the Stats tab, which was identified as the most important feature from a user perspective. However, the full experience has already been designed and is visible in the visuals below. Upcoming features include a live league table, team results history, and a bet builder tool that allows users to create custom accumulator bets, complete with percentage-based chances of success.
The current MVP includes only the Stats tab, which was identified as the most important feature from a user perspective. However, the full experience has already been designed and is visible in the visuals below. Upcoming features include a live league table, team results history, and a bet builder tool that allows users to create custom accumulator bets, complete with percentage-based chances of success.
This launch represented a strong first step in our broader strategy to deliver a more intelligent, engaging, and user-focused betting experience.
This launch represented a strong first step in our broader strategy to deliver a more intelligent, engaging, and user-focused betting experience.
This launch represented a strong first step in our broader strategy to deliver a more intelligent, engaging, and user-focused betting experience.
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Tom Cree
Tom Cree.
tcreeux@gmail.com
©2025 TOM CREE. ALL RIGHT RESERVED
Tom Cree
Tom Cree.
tcreeux@gmail.com
©2025 TOM CREE. ALL RIGHT RESERVED
Tom Cree
Tom Cree.
tcreeux@gmail.com
©2025 TOM CREE. ALL RIGHT RESERVED
Tom Cree
Tom Cree.
tcreeux@gmail.com
©2025 TOM CREE. ALL RIGHT RESERVED