UX/UI / Branding


FantasyBet was a fantasy football web app with free and paid entry games for cash prizes. The app was available as a B2C product on and also as a white-label B2B app marketed towards sports clubs and betting sites.

As lead product designer, I saw the product into its second phase, producing wireframes, high fidelity mockups and prototypes, as well as marketing materials for socials and email campaigns.

Working closely with the development team, we held daily stand-ups and conducted monthly retrospectives, ensuring the lines of communication were clear and tasks were delivered on time and to the highest standard.

Conducting a full UX review of V1, I identified current issues and potential areas of improvement to ensure FantasyBet was prepared for the next stage.


  • Product is not mobile-friendly
  • Conversions are low
  • Mobile conversion rate is low in comparison to desktop
  • Does not scale well as B2B web app
  • Poor brand presence in market


  • Redesign with mobile-first approach
  • Improve user journey by mapping out new flow
  • Create a consistent, reusable design system
  • Ensure product has high focus on scalability in different contexts
  • Refresh branding and create reusable templates for marketing materials


The first iteration of FantasyBet was designed for desktop, and was not responsive on mobile devices. Mobile conversions suffered as a result, and with the majority of users in the market preferring mobile it was essential that this was addressed.

Phase 2 of FantasyBet saw us redesign the app completely. We designed the product mobile-first, with the main goal being converting casual users to paying game entrants.

Previously, users would choose a game and have to pay the entry fee from the game overview page. I identified this as a problem area in the user journey, and an opportunity for improvement and increased engagement. By allowing the user to create their team before paying the entry fee, we already had them invested in the game, meaning they would feel more committed to taking the next step.

With a new look and feel and a completely refreshed design system, FantasyBet became a product that we were able to market with renewed confidence.

Measuring Success

Following the changes, we conducted user surveys and found that feedback was overwhelmingly positive. Using data from Hotjar and measuring conversion goals in Google Analytics, we saw a significant increase in users interacting with their teams and entering games.

FantasyBet was also available as a hosted B2B app. This meant the product could be embedded into third party websites and applications. Creating a full design system, we redesigned the app with light and dark modes to ensure it would work in any context. The improved responsive design led to a consistent experience across all devices.

The refreshed brand guidelines that we introduced gave us an instantly recognisable look, and ensured our tone of voice was consistent everywhere. I produced branded templates for weekly content such as bookies odds and team selection tips for use on social channels and email marketing giving the brand further reach.