Role
Senior UX & UI Designer
Scope
Competitor & Customer Research, IA, Design
Impact
Improved usability of key journeys from 47 to 94
Date
Fy19

Problem

Oddschecker compares betting odds across top bookmakers in six countries, but the international site’s experience was broken — scoring just 47/100 in usability on desktop and mobile. Users struggled to find sports from the homepage, navigation was inconsistent, the site’s purpose was unclear, and content overload left 80–90% of visitors never scrolling past the fold. These gaps eroded trust and severely limited the platform’s ability to acquire, retain, and convert international users in a fiercely competitive betting market.

Approach

With a product-led growth mindset, I designed a self-serve, football-first experience anchored in intuitive navigation and personalised content. Research combined moderated testing, visitor-intent polls, heatmaps, competitor benchmarking stakeholder input to pinpoint friction points. I restructured the hierarchy to a more intuitive IA (Sport → Country → Competition → Fixture → Market → Bet) and introduced configurable “Popular Leagues & Markets” per country, optimised for SEO in collaboration with the in-house SEO lead, and built flexible ad/widget zones that preserved usability. Prototypes went through multiple testing rounds, resulting in easier access to ‘Results’ and ‘Fixtures’, richer betting context, and simplified bet-type labelling.

Value delivered

The redesign doubled usability scores from 47 to 94, increased organic traffic to football markets by 18% YoY, boosted time-on-site 32%, and reduced bounce rate 28%. Personalised modules drove a 22% lift in return visits, while clearer market navigation and odds presentation delivered a 15% uplift in bet click-through rates. The result is a responsive, international platform that not only fixes usability but turns UX into a measurable growth engine—driving acquisition, retention, and conversion and enabling Oddschecker to scale to 18+ countries.
Read full case study

Key steps in the process