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Sports Betting & Casino Platform Redesign

A full-scale redesign of a multi-region betting platform — from fragmented UX to a unified, conversion-driven product serving Africa, Asia, and Latin America.

Company

Growe (NDA)

Role

Lead Product Designer

Year

2023–2025

Platform

Mobile-first, Responsive Web

~18%

Improvement in deposit conversion rate after funnel redesign

Regional markets served with a single, adaptable platform

200+

Components in the multi-theme design system

~40%

Reduction in UI inconsistency tickets after design system adoption

Context

The platform is a global betting product operating across Africa, Asia, and LATAM. It combines sports betting, live betting, and casino in a single product. When I joined, the platform suffered from fragmented UX, outdated visuals, and heavy developer dependency for any content changes.

Challenges

Fragmented experience across sports, live, and casino sections — each felt like a separate product
Outdated visuals creating low trust, especially in competitive markets
Weak localization — one-size-fits-all approach for vastly different markets
High friction in the betslip and deposit flows leading to significant drop-offs
Regional operators relied on developers for every page change

My Approach

I started by mapping the entire user journey across all three verticals (sports, live, casino) to identify where the experience broke down. The biggest conversion leak was in the deposit flow — a 6-step onboarding funnel that lost nearly half of new users.

Key design decisions

Unified navigation: Merged sports, live, and casino into a single coherent product with consistent patterns, shared components, and smooth transitions between sections
Deposit flow simplification: Reduced from 6 steps to 3, with local payment methods pre-selected by region
Multi-theme design system: Built a token-based system in Figma with 200+ components, supporting multiple brand themes and RTL layouts for future market expansion
Widget-based homepage: Regional operators can build pages from flexible widgets (see SDUI Builder case study)
Localized payments: Region-specific payment UX adapted to local habits and regulations

Dark Theme

Mobile screens — sports, live betting, casino

Light Theme

RTL Support

Full right-to-left layout support for Arabic-speaking markets, applied across all screens and components.

Design System

A token-based, multi-theme design system with 200+ components built in Figma. Supports light/dark themes, RTL layouts, and multiple brand skins — enabling 3 product teams to ship consistently across 5 markets.

Design Tokens

The full token architecture — theme colors, typography, spacing, and component-level variables — structured to support multi-brand theming and seamless developer handoff.