Betfair – Sportsbook

To compliment the world’s biggest online sports betting exhange, Betfair’s Sports Book is their first sports betting product operating the traditional fixed odds ‘bookie’ model.

My role

Associate User Experience Designer

Working within a large global UX team, my main role was to assist the Lead Visual Designer in delivering fully specced visual designs and assets for the launch of the new Sports Book product.

I was also involved in various methods of research and usability testing sessions throughout the project.

The brief

To design a newly branded traditional sports betting product to function along side the existing betting exchange

The Sports Book moved away from Betfair’s world leading betting exchange to deliver a traditional sports betting product where bets are placed against the bookie, not each other.

The brief was to design a refreshing and new look sports book to attract new users in an already crowded marketplace and retain existing users by offering markets when prices may not be available due to lack of liquidity.

The new CEO gave a very tight timeframe of 3 months to develop the new product.


Competitor Analysis

I completed a thorough competitor analysis within the current market and presented back to the business and design team. This helped to aid decisions on functionality and design and helped to shape the end product.

User Testing

One-to-one user testing sessions were run with over 10 participants, recruited based on experience with existing fixed odds sports betting users.

I was responsible for supporting these sessions and recording the observations.





The site successfully launched on-time, despite the very tight time-lines.

On launch February 2013 we signed up 200,000 new customers in the first 3 months.