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Bettingexpert - Rebuilding the World’s Largest Social Network for Sports Betting
While serving as Head of Design at Better Collective, I was entrusted with leading the full redesign of bettingexpert.com - a cornerstone product and the world’s largest social network for sports betting tipsters
Year
10.24
Scope
Branding, Webdesign, Cross department Workshop
Timeline
8 Weeks
The platform empowers millions of users with free tips, match previews, educational content, and data tools that help both novices and experienced bettors gain a real edge.
Quick Summary
Redesigned bettingexpert.com - the world’s largest social network for sports betting tipsters - to modernize its identity, restructure complex data flows, and align community, education, and tools into a coherent product ecosystem. Impact: +13% MAU, –29% bounce rate, +16% course completion, +11% partner conversion, 37% faster time-to-insight.
Introduction
The challenge was substantial. The existing identity consisted of little more than a logo, an outdated font, and two colors, while the website itself was obsolete and no longer capable of presenting the platform’s vast amounts of information in a clear, engaging way. What had once been pioneering now struggled to support the scale, credibility, and ambition of the product.
As someone with deep experience in digital platform development - and decades as a passionate sports-betting fan myself - I was uniquely positioned to bridge user psychology, product strategy, and brand expression. I understood not only the mechanics of the platform, but also the mindset of the people who rely on it daily.
The Challenge
- Rebuild the visual identity to reflect trust, transparency, and community leadership
- Redesign the website to handle complex data, tips, and educational content with clarity
- Create a scalable design system supporting growth across markets and devices
- Align product, UX, conversion, and business goals into one unified direct
Collaborative Sprint Approach
To ensure alignment from day one, I initiated a week-long cross-functional workshop inspired by the SPRINT methodology (Knapp, Zeratsky & Kowitz). I brought together experts from Design, UX, Development, Conversion Rate Optimization, as well as stakeholders from Marketing, Product, and Business ownership.
Working across borders via Google Meet and FigJam, we:
- Defined core user pain points and behavioral needs
- Mapped the product purpose and “Must Wins”
- Aligned on success metrics and brand positioning
- Sketched early concepts and validated navigation structures
This collaborative foundation ensured that the redesign was not just aesthetic, but deeply strategic and user-centered.
Design & Platform Strategy
The updated identity and website were built to support bettingexpert’s core value proposition:
- Tipster Community: celebrating transparency, competition, and social proof
- BettingAcademy: elevating educational content from beginner to advanced levels
- Data & Tools: making statistics, odds comparison, and match previews intuitive
- Bookmaker Reviews: presenting credibility with editorial authority
I developed a comprehensive design system covering typography, color, UI components, iconography, and data visualization - ensuring the platform could communicate complex information without overwhelming users. Navigation was restructured around real user journeys: learning, discovering tips, validating tipsters, and tracking performance.
Example of the old Event page…
Example of the new Event page…
Outcome
The project transformed bettingexpert from an aging forum-style site into a modern, data-driven community platform that balances credibility, education, and engagement. The new identity positioned the brand as the trusted home for bettors seeking knowledge rather than shortcuts.
Impact & Results:
- +13% increase in monthly active users
- –29% bounce rate reduction on Front- and Event pages
- +16% increase in BettingAcademy course completion
- +11% uplift in bookmaker partner conversion (NDC)
- +37% faster time-to-insight on Event pages
- ~35% reduction in production time for new features via design system
This project combined my strengths in platform design, brand strategy, and deep domain understanding of sports betting. It remains one of the most complex and rewarding transformations I’ve led - proving how thoughtful design can turn information overload into user empowerment.
Have an opportunity in mind?
I’d love to hear from you - whether you want to discuss a role, explore how I could contribute to your team, or just connect.
Let’s Talk
