Anton Dorochov
Rethinking the Sportsbook Experience for 1.5 Million Players
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UX Design
UI Design
UX Research Collaboration
Developer Support
Product Alignment
Brief: A Necessary Evolution
As the shift to new technology began, it was clear the outdated website, burdened by design and tech debt, could no longer be improved. This was the moment we committed to building a modern, scalable sportsbook platform from the ground up.
The Company
FEG is the leading betting operator in Central and Eastern Europe, combining deep local roots with bold regional scale.
1.5 mio
active players
5
countries
5000
employees
35+
years of experience
Key Challenges
Design Debt
Outdated, unengaging design and inconsistent visual language across platforms.
Device Friction
Inconsistent interactions and limited usability across screen resolutions.
Delivery Lag
Slow navigation, unstable widgets, and poor integration across platform components.
Dead Clicks
Unclear Flows
Low Contrast
Hidden Features
Poor Accessibility
Inconsistent Styles
Confusing Navigation
Low Conversion
Unresponsive States
Broken Grids
Wrong Tokens
Missing Shortcuts
Feature Overlap
Layout Clutter
Color Misuse
Overflow Issues
What Made It Work
Research
Responsive tech
Design system
Shifting to a responsive platform brought consistency—while highlighting areas to evolve the design system.
❖ System / Positive
The design system enabled rapid progress with reusable components and consistent patterns across devices.
❖ System / Negative
Making the system responsive surfaced gaps—requiring tweaks to layout behavior, spacing, and visual logic.
Testing early and often kept the experience
grounded in reality.
70+
User tests
30+
Moderated tests
18-54
Age of participants
The Sports menu was one of the most
impactful navigation updates.
100%
of users successfully located the entry point without any assistance.
80%
rated the flow as very easy, even when looking for less common sports like cycling.
❖ Offer_card
Our most crucial component.
The cornerstone of our product's success.
Key Goals & Improvements
Content prioritization
only the essentials
Fully responsive
efficient on all screens
Compact yet functional
space-efficient
Our approach
We began with a deep competitor analysis, followed by multiple rounds of research, testing, and iteration, working closely with the PO, PM, and CPO.
To support our decisions, we also created intentionally flawed designs to highlight the risks of blindly following requirements.
Through continuous refinement, we transformed the offer card into a high-performing, user-centered component that significantly improved navigation and engagement across the platform.
Outcome
Key Outcomes of the Sportsbook Redesign
The redesign delivered a faster, more intuitive, and fully responsive sportsbook experience, optimized for 1.5 million players.
38% of all bets now start from the homepage, making it a key betting hub.
80% of users found AZ Sports navigation intuitive, improving sports discovery.
Fully responsive design, ensuring seamless usability across all devices.
Optimized offer card, balancing clarity, responsiveness, and efficiency.
Faster navigation & improved performance, enhancing the overall experience.
Stable SEO rankings, maintaining visibility and traffic post-launch.
