Betfred Digital (Online Gaming and Sportsbook – B2C)

 

Platforms: Web, Mobile
Role: End-to-End Product Design and Product Management

​

As Director of Product Strategy and Design, I led Betfred Digital’s complete UX and product transformation across web and mobile, turning a loss-making online division into one of the most profitable and award-winning digital betting platforms in the UK. The goal was to rebuild the company’s fragmented user experience into a cohesive, high-performance ecosystem that increased retention, satisfaction, and profitability.

 

I began by commissioning and leading comprehensive UX research, including user segmentation, behavioral analysis, and ethnographic studies of both casual and high-frequency bettors. From this, I developed detailed personas, mapped user journeys, and identified friction points in account setup, betting flows, and payout interactions. I designed a modular UI system that balanced speed, clarity, and trust, then personally guided wireframing, prototyping, and user testing to validate improvements across mobile and desktop. Using Sitecore CX, I integrated dynamic personalization and real-time content management, giving the business new levers for engagement and conversion.

 

Under my leadership, Betfred’s digital operations achieved a 100 percent year-over-year growth rate and a 98 percent customer satisfaction score over five years. The redesign reduced churn, improved accessibility, and earned multiple UX and innovation awards. By unifying design, performance, and behavioral insights, the project established Betfred as a benchmark for experience-driven transformation in the gaming sector.