📈Commercial
2×
BetBuilder usage — placement change alone
Repositioning the Popular BetBuilder widget to a primary surface doubled usage without changing the product. The intervention was placement, not features — a commercial argument built from add-to-betslip data across 80+ eligible matches.
4×
BetBuilder usage — next phase target
Event page expansion combined with a social proof mechanism — a popularity counter surfacing real add-to-betslip volume — modelled at 4× current usage. Business case benchmarked against Betfair A/B results (+7% CTR, 96% confidence) and Qubit/PwC meta-analysis of 6,700 experiments.
48×
Story point efficiency vs comparable widget build
The social proof counter at ~10 story points is projected to deliver significant incremental gross win. The previous comparable widget consumed ~60 story points and generates ~40 clicks per week. That ratio was the centrepiece of a formal decision review document challenging business pushback.
80–85%
Carousel engagement concentrated in positions 1–2
Production analytics showing positions 1–2 driving 80–85% of clicks regardless of how many items are shown. Used to reduce options from 7–8 to 3–4 — cutting DOM load, improving page speed. A UX simplification that became a technical performance and commercial argument simultaneously.
⚙️Operating Model & Delivery
1 Qtr
Design ahead of engineering — sustained
Arrived with design 2 weeks ahead. Embedded into leadership planning cycles — now one full quarter ahead. Dual-track swimlanes protect the pipeline while current-quarter work ships. Creates space for technical feasibility conversations before architecture is locked.
Full system
Design operating model built from scratch
Jira-first source of truth. Epic to 3-ticket standard (Discovery / Design / Dev Support). Gate A/B/C quality checkpoints. Stage 4 production impact loop as part of definition of done. Context · Link · Ask async protocol adopted across AU/SE/FR/RO timezones. Not a process document — a working system adopted org-wide.
–20%
Handover time reduced
Discovery to Test to Spec to Dev Support model keeps design active through build. Fewer defects, less rework. Structured ticket model separates exploration from build-ready work — engineering always knows exactly what stage design is at.
First
WCAG embedded in Acceptance Criteria
Accessibility requirements in ACs for the first time — closing years of accumulated debt. Makes a11y a delivery gate, not a retro audit. Targeting 50% app coverage as baseline. Practical spot-check protocol at Stage 3, not theoretical compliance.
📊Measurement & Systems Architecture
L0–L3
Depth-stratified analytics framework
Defined how the organisation measures design ROI — a surface taxonomy anchored to navigation depth (Discovery to Sport to Event to Market) rather than static pages. Separates Template effectiveness from Widget effectiveness in attribution. Reusable across any sport or featured event with a metadata filter only. No rebuild per event.
5 pillars
Promotions engine — engineering once, CRM-operated forever
Designed a five-pillar promotion architecture separating token mechanics (engineering-once, versioned, locked) from audience segments, qualification missions, bet targeting, and promo assembly (CRM-operated, zero code per campaign). Removes engineering from every new promotion after the initial token build. Live across GB, FR, RO, NL.
Decision Map
Design authority held at exec level — formally
During a high-stakes FR market launch, presented a formal Decision Map to Heads of and Exec — four open topics, stakeholder ask vs PD position vs proposed v1 decision on each. Held: single card template, MoTD vertical, density via token over variant sprawl. Trade-off rule documented in writing: if something is added, something else is removed or the date moves.
Live
Bet type capability matrix & friction event taxonomy
Mapped which bet types can be placed natively at each depth vs where they require lateral navigation. Defined friction events and cross-level shortcut instrumentation requirements. Handed to Experience Analytics as the instrumentation brief — design defining how the organisation measures itself.
👥Customer & Research
10+
Research studies launched — never done before for UK
Spearheaded the first structured research program for the UK sportsbook product — equivalent to what existed in FR, built from scratch. 10+ unmoderated studies in the year since launch, each running 100+ participants. A capability that did not exist before, now a standard part of how product decisions are validated.
100+
Participants per study — cross-market agreement on tooling
Before any study launched, drove formal agreement with teams across all markets on Maze as the shared testing platform — faster execution, consistent methodology, comparable data across GB, FR, RO, NL. The infrastructure agreement came first; the research scale followed.
25%
Users adding to betslip from homepage
Analytics showed homepage was already a conversion surface — 15% placed a bet directly from it. Reframed page priority across product and content teams without a lengthy research cycle. Data already existed — the work was making it visible and actionable to the right people.
9
Hero journeys → PCTs — design drove product strategy for the first time
Survey with internal Trading, Ops, and Risk teams identified 9 hero journeys across the back-office platform. Ran 3 workshops (3 journeys each) writing PCTs directly from real user problems — not assumptions. Design had never driven PCTs for this platform before. Problems became the backlog.
🛣️Pipeline — Commercial & Operational Value
Event Card PCT
Component consolidation — reducing isolated build debt
Unifying fragmented event card variants into a single canonical component model. Fewer isolated components means less parallel maintenance, faster cross-market releases, and design changes that propagate rather than require per-variant rework. Commercial value: reduced time-to-market for content and promotional surfaces.
Persistent Betslip
Web redesign — reducing operational and design dev overhead
Persistent right-hand betslip on web removes the current open/close interaction model, reducing the surface area for operational edge cases and eliminating a class of design and engineering rework that recurs with every betslip change. One canonical pattern, one maintenance cost.
Betslip Simplification
Functionality consolidation — reducing error edge cases
Simplifying betslip interaction model to reduce the number of conditional states and error edge cases in production. Fewer states means fewer defects, faster QA, and a more predictable experience across bet types and markets. Operational cost reduction framed as a design decision.
0→12
PCTs driven by design in 3 quarters
Design was not writing PCTs. Three quarters of stakeholder influence work — hero journey surveys, structured research, cross-functional workshops writing from real user problems — shifted design from delivery function to roadmap contributor. 12 PCTs in, more in pipeline.