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DEPOSIT MATCH
CASINO BONUS USER FLOW
04
POINTSBET ADMIN
Breaking down a complex 12-page form into three steps.
Errors in the form are double-checked and highlighted red before launching the feature live.
05
LIVEX STREAMING
PointsBet partnered with LiveX to develop cutting-edge features that made livestreaming while simultaneously sports betting possible within the app.
CHALLENGE
I was brought onto PointsBet as a product designer to conceptualize and implement innovative, first-to-market features. My contributions included a wide range of initiatives, including subscriptions, live-streaming, customer migration, backend tooling, and casino offerings while collaborating cross-functionally with stakeholders.
IMPACT
Many initiatives were pivotal to the company's success, such as streamlining the customer experience migration to Fanatics post-merger. Others were new challenges entirely, like being the first to craft a groundbreaking subscription service in the sports betting industry. I was responsible for the key projects outlined below.
ROLE
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Product Designer
TIMELINE
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1 Year 7 Months
SOFTWARE
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Adobe Creative Suite
Framer
Figma
Zeplin
TEAM
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Aleks (UX Director)
Julie (Sr. Designer)
James (UX Researcher)
Me
CUSTOMIZED UI
01
SUBSCRIPTIONS
02
CX MIGRATION
ONBOARDING
Several options served the purpose of notifying users, such as banners, one-pagers, notifications, and tooltips. Through extensive user testing, a newly designed card component proved the most effective solution.
This centerpiece functioned as a dismissible reminder that could be integrated across various touchpoints. By setting a timer and notifying users regarding post-merge changes, it proved efficient and was adopted into our design system.
TOUCHPOINTS
Additional features that allowed users to navigate through the acquisition offboarding included our home screen carousel, left-hand navigation, and account profile. These low-friction, two-tiered approaches were designed to demand more attention as the migration deadline approached.
03
CASINO BONUS
TAKEAWAYS
I had the opportunity to work on a diverse range of projects and pioneered new features during my time at PointsBet and post-acquisition. These experiences strengthened my ability to design solutions that leveraged a blend of business objectives with user-centric principles, all while collaborating cross-functionally with international teams.
By creating scalable solutions and gaining valuable insight into the dynamic, rapidly evolving sports betting markets, these takeaways have solidified my belief in the power of design to drive both innovation and meaningful user engagement into my next role.
Collaborating closely with engineers, stakeholders, and third-party vendors, I worked closely with LiveX to integrate high-quality livestreaming into PointsBet TV that:
A. Prioritized low latency and engaging overlays for dynamic odds updates.
B. Scaled UI across mobile, tablet, and TV interfaces.
C. Partnered with backend engineering to ensure a synchronized experience between live feed and betting odds.
Shortly into my time and PointsBet, I became the principal designer responsible for casino. Leveraging my background in entertainment and casino mobile games, I embraced challenges which included:
A. Casino Features: Optimized and updated existing features around casino games to drive retention.
B. Visual Design: Crafted visually appealing interfaces that aligned with PointsBet's brand identity, boosting both aesthetic appeal and user engagement.
C. Strive Bonus: Successfully partnered with third-party vendors such as Strive to integrate "Casino Bonus," adding an extra layer of excitement and rewards for users.
Pioneered by PointsBet to dominate the VIP market and position the company with a competitive edge, subscriptions were aimed at delighting users, enhancing personalization, increasing retention, and driving revenue growth.
A. Subscriptions emerged as one of the most requested features after surveying 2000+ customers.
B. 92% of VIPs expressed a desired interest in customization and tailored experiences despite the primary value proposition of free bet offering.
C. Verticals were designed to be marketed in organic, ethical, and nonintrusive approaches.
Following the Fanatics buyout and merger, I was responsible for the customer migration experience onto the new platform. From a user journey perspective, key challenges addressed included:
A. Clear Communication: Ensured customers were well-informed about upcoming changes, timelines, and what to expect.
B. Guided Onboarding: Created a seamless transition through intuitive measures for 300,000+ users.
C. Support & Assistance: Provided dedicated support, an extensive FAQ section, and feedback channels to address user concerns.
Despite being widely recognized as a premier sportsbook, PointsBet had many business operations baked in its SaaS. PB Admin served as the backbone of the company's data infrastructure, operational workflows, and backend software operated by its developers and IT department. My favorite improvements:
A. Dashboard: Restructured navigation from a list of 200+ tabs to a grouped hierarchy based on user research.
B. Visual Language: Ensured our templates were in line with an established design system and follow streamlined user flows.
C. Consistency: Enhanced analytics for our developers and engineers that followed best UX practices.