UI/UX
Avid Gaming
2016- 2023
UI/UX Avid Gaming 2016- 2023
Sports Interaction
In 2016, I became a part of the Avid Gaming team to work on Sports Interaction. With over two decades of experience, Sports Interaction has solidified its reputation as a trusted and seasoned sports betting provider in Canada.
Since I joined, I have been involved in various projects within an Agile environment, where my main responsibility has been to help design great user experiences for bettors while also reinforcing and upholding the company's brand.
I also played a key role in elevating other aspects of the site, contributing to the ideation and execution of innovative features and driving the implementation of Design Systems.
Designed for all.
The user interface was carefully designed to cater to bettors from all backgrounds. Based on our findings, we simplified sports, casino, and banking features by removing unnecessary clutter found on many competitor sites.
Modernising the betting experience.
Over my time here we reviewed every aspect of the user interface and interaction to stay current with customer expectations. The design became flatter with solid colors, removing sharp edges. User journeys were more thought out - such as using a conditional bet card. Internally, I championed a switch to Figma from Photoshop, improving our workflow and organisation of styles and interface elements.
Seamlessly adapting to every device.
Our team transformed from separate mobile and desktop sites to one adaptable to multiple viewports. By establishing a design system for organising each element and carefully planning our grid system and breakpoints, we ensured excellent usability on any screen size.
Finding the winning path.
Our iOS and Android applications feature a specialized bottom bar that conveniently houses all the essential user actions and relevant products specific to each page. Our AI-powered hamburger menu intelligently presents the games that best match our customers interests. We have made sure that account pages (gambling controls in particular) are straightforward to comprehend and navigate.
Make it delightful.
Micro-interactions subtly enhance our site, bringing character and emotion to numerous exclusive features and products - such as Piñata Pick where you are given a random player or team at enhanced odds.
Minute Madness
Over the past few years, the online gaming sector in Canada has experienced a steady growth in competition. In response to this trend, we prioritised the creation of captivating features and products for our users, establishing ourselves as a thrilling and pioneering sportsbook with a distinct edge.
During our exploration, we discovered that our customers not only enjoy traditional sports betting but also the thrills of casino games. This motivated us to merge the two worlds and create markets that turn traditional sports betting into an exciting gamified experience.
Minute madness is the result of this endeavour.
A brand new type of game.
Minute Madness is a contemporary twist on the classic casino game Keno. Players can select up to 10 game minutes in any eligible football or hockey match, predicting when a goal will be scored. Customers' odds will dynamically adapt based on the number of minutes chosen, the accuracy of their predictions, and the total goals scored during the actual game.
Always on the same page.
Developing Minute Madness required close collaboration among various stakeholders, including product owners, marketers, and compliance. By utilising Figjam and Figmas prototyping tools, our team provided a clear preview of the game's functionality and user journey before any development occurred.
Crafting simplicity.
Introducing a completely new gaming experience can sometimes leave users puzzled by unfamiliar rules. That's why our first game release prioritized essential elements only. Then, we actively sought our users feedback to gain valuable insights. This resulted in the introduction of onboarding modals, improved interface cues, video tutorials, and enhanced visuals.
Visual Identity you can bet on.
It was important for this game to radiate a sense of fun and innovation that distinguishes us from others. To achieve this, we developed a comprehensive style guide covering logos, color schemes, animation principles, UI sound effects, copy guidelines, and more.
SIA Insights
Our customers are Sports enthusiasts, just like us. However - we noticed a lot of our customers might not be familiar with all the technical jargon on betting, and would like a resource for learning. We also discovered customers want to make more informed decisions on wagering. This would require betting tools, data-driven analysis, and a treasure trove of statistical databases to help spot trends and make informed decisions.
We saw a great opportunity to create a companion site for Sports Interaction, specifically designed as a reliable source of betting information. This would not only benefit the fans but also serve as a valuable SEO tool for us.
We assembled a great team of content creators and started building SIA Insights - a completely custom made odds and news hub built from scratch.
For the fans.
SIA Insights was born out of a desire to enhance brand awareness and maximise SEO visibility. Our customers benefitted from a wide range of content, including game statistics, news, video, player information, match previews and betting guides. As a business we achieved improved rankings and a significant boost in main site conversions.
Helping make smarter bets.
The site boasts a light UI, optimized for text-heavy content and interactive elements. Team logos and imagery are prominently featured, while responsive stat tables and a contextual sidebar offer statistics and trends from our extensive databases.
One source of truth.
To make the website scalable and consistent, I focused on the big picture right from the start. I developed a comprehensive design system with style tokens, elements, and patterns. This made it very easy to launch new features and pages quickly - and eliminated disparity in the UI.
Effective Funnels
We wanted to make it as easy as possible for anyone wishing to place bets on our main website to do so. We designed several widgets that served as conversion funnels which we strategically sprinkled throughout articles and pages. A prime example is the Odds Widget, enabling users to quickly populate the main site bet card with the latest odds in just a few clicks.