Project showcase

87% of customers had reported encountering a bet error using quick bets.

Users had to find, assess, decide, select and transact before these short duration markets closed.

By consolidating markets and adding stats to support users in making informed decisions quicker, bet success and parlay creation both skyrocketed.

The executive brief: “What is the Amazon Prime of betting?” Not much to go off, but that was the brief!

The goal was to quickly learn if a betting subscription to provide offers could drive more exclusive FanDuel usage.

In close collaboration with commercial, product and engineering, I designed a multi-phase subscription to collect data to help inform if we should invest in the concept.

The most important customers were being served a poorly constructed rewards program. Fixing it hadn’t been prioritized, until now.

The old platform needed a technical overhaul and provided the opportunity to rebrand and relaunch a new elevated experience.

The hub was restructured to become a coherent part of the generosity suite.

For the VIP ops, a new AI workflow was implemented to take information and images from suppliers and output a consistent format.

After the 2018 PASPA repeal, FanDuel needed a legal US sportsbook fast.

Over 6 months, myself and 2 other designers designed and delivered through a combination of close collaboration, scrappy research and a relentless will to win.

This foundational product was key in FanDuel achieving the #1 position in the US betting market.

Live betting was a major growth opportunity, but the organization lacked a shared view of what the experience could become.

Using a combination of workshops, research and data, I lead UX efforts to create the live betting concept.

The vision was used to align the org on our direction, then broken down into a prioritized roadmap, resulting in multiple key initiatives which have transformed the FanDuel product.

To complete a survey on a property it requires an expert to visit locations in person. This is hugely inefficient and geographically limiting.

By reimagining the process to be an AI powered remote experience, SurveySphere massively increases efficiency, reach and reduces a client’s carbon footprint.

This transformative software is now used nation-wide by the biggest surveying companies in the UK.

Working directly with the management team to turn their idea into reality. From brand to design and delivery.

Deep exploration to learn more about the opportunity and possible directions in the quick bets space.

North star prototypes were created to better understand user desirability through qualitative research.

The concepts tested well and were used with Product and engineering partners to construct the short and long term roadmap items to deliver value to users.

After merging with FanDuel, the horse racing business had a huge opportunity: bringing racing to sports bettors.

Could one platform work for expert racing bettors and mainstream sportsbook customers without compromising either?

This vision work helped the business formulate our strategy.

This work guided the FanDuel Racing product and the combined ecosystem now has 1M+ active users, 16.1% category share, and 850k new active users added in three years.