Role
Senior Product Designer
Scope
Requirements gathering, IA, Design, User Testing
Impact
84% first-attempt task completion rate
Date
Fy22

Problem

Punt set out to launch a new betting comparison platform to compete in a crowded market where speed, clarity, and trust are non-negotiable. The vision was ambitious: support multiple sports and markets—ranging from Horse Racing to Politics to Online Gaming—while offering advanced features like Arbitrage Betting, tiered user access, and in-depth stats. Requirements were vague, yet the platform needed to work seamlessly across devices, handle complex data states, and deliver a frictionless sign-up and betting experience to drive both acquisition and long-term retention.

Approach

I translated loose ideas into fully-fledged functional specifications and high-fidelity creative designs that scaled elegantly from mobile to desktop. Applying product-led growth principles, I focused on a self-serve, intuitive experience that empowered users to discover value immediately, reducing onboarding friction, streamlining odds comparison journeys, and surfacing high-value features like Arbitrage tools. I designed responsive UI patterns for multiple complex data states and layouts, crafted membership sign-up and account management flows, and integrated third-party betting platforms via OAuth to enable seamless bet placement. Every interaction was stress-tested for clarity, speed, and trustworthiness to support engagement and repeat use.

Value delivered

While the platform has not yet launched, the design phase delivered clear, measurable impact. Fully documented specs and high-fidelity prototypes cut estimated development time by 20% and gave investors the confidence to secure additional funding. Usability testing with target users achieved an 84% first-attempt task completion rate for key journeys like sign-up, odds comparison, and bet placement—validating the experience before build. A scalable design system ensures rapid post-launch iteration, positioning Punt for strong acquisition, retention, and monetisation from day one.

A bit of process

Clarifying scope for the MVP build
Defining the IA
Defining access tiers
Capturing requirements in user stories
Variations of Odds Layouts for 10+ sports
Homepage with Signup promo
Variations of header images for all sports
Landing page for premium Betting Tools
Complex Account Management flows
Complex Bet Slip flows + error states
Payment flows for the Bet Slip
Feature gates to drive sign-ups
Soccer stats data visualisations
Overvalue odds inline CTA