Grosvenor Casinos Sportsbook:
Web Redesign
Transforming a fragmented sportsbook into a cohesive, high-engagement platform
Overview
This project focused on redesigning the Grosvenor Casinos sportsbook experience to create a more cohesive, intuitive, and engaging platform for users.
The goal was to modernise the interface, improve usability, and align the experience with user expectations for a high-frequency, real-time betting product.
The Problem
The existing sportsbook experience lacked consistency and clarity, making it difficult for users to navigate and place bets efficiently.
Key issues included:
Fragmented UI patterns across the platform
Poor visual hierarchy in high-density information screens
Complex navigation between markets and events
Slower, less intuitive betting flows
This created friction in a product where speed and clarity are critical.
My Role
As Product Designer, I was responsible for:
Redesigning key areas of the sportsbook experience
Improving navigation, layout, and interaction patterns
Establishing more consistent UI components and structures
Collaborating with product and engineering teams
Delivering high-fidelity designs ready for development
Approach
I focused on simplifying the experience and improving clarity across high-density interfaces.
The redesign introduced a stronger visual hierarchy, making key information such as odds, selections, and events easier to scan and interact with. Navigation was streamlined to reduce friction between different sections of the sportsbook.
Consistency was improved through standardised UI patterns, while interactions were designed to feel faster and more responsive, supporting the real-time nature of the product.
Discovery.
Surveys:
I screened for participants from 4 distinct groups of users, those who fell into the categories of: Grosvenor Casinos sports punters, Grosvenor Casinos slots/live/poker betters, and the same format for non Grosvenor Casinos users.
Competitor Analysis:
These surveys informed the decisions I made in the initial design concepts. I could also ascertain which were the favoured competitors and why and find inspiration from that feedback.
UI + UX Design Strategies.
UI:
I decided to strip the UI down to a simple blend of slick and modern greys with a few accent colours. Several colour options were tested and the teal on grey was the clear user favourite. It also scored highest in accessibility testing. The font chosen is a Google font that also works for print, providing cohesion between the brick-and-mortar venues with digital, and is a popular choice among high-visibility online platforms. The success of these tests has gained the attention of other department stakeholders and it was decided upon that this UI will become the new brand guide for the entirety of Grosvenor Casinos, from the casino side of the site to the venues and marketing application.
UX:
I designed each component to be device responsive, and through unmoderated usability testing learned how users experienced navigating the newly designed pages. Could they find their favourite sport easily and place a bet with the least amount of friction? Was the content clear, and were the font choices, sizes and colours accessible? Was anything overwhelming? How could we better personalise the experience? The insights gathered from users guided our iterative design decisions.
Previous v Updated Design.
Responsive Design
Collaboration.
Sports betting is complex. It’s taken close collaboration with developers, Product Managers, and Business Analysts. We’ve worked closely from the earliest concepts of the project. Back-end developers influencing the design decisions by guiding us as to what would not make the site have slow load time from the vast amounts of data being pulled in to the pages, for example.
A regular meeting cadence with stakeholders ensured buy-in at each stage, as we explained design rationale and discussed user feedback, as well as technical capabilities, to create an outstanding product. I held regular design demos with front-end developers to maintain design integrity. Monthly presentations with the CEO and execs kept them informed of progress—and, well, kept them really happy!
Outcome
The redesigned sportsbook delivers a more cohesive and user-friendly experience.
The new design:
Improves clarity across complex, data-heavy screens
Streamlines navigation and betting flows
Enhances speed and ease of interaction
Creates a more modern and consistent product experience
Value Added
Transformed a fragmented sportsbook into a cohesive, scalable product experience
Improved usability in a high-frequency, real-time interaction environment
Reduced friction in core betting flows, supporting faster user actions
Elevated the overall product quality and consistency across the platform
Visit Grosvenor Casinos Sportsbook: www.grosvenorcasinos.com/sport
(Hint, there’s a little, near invisible X at the top right of the country block screen that you can tap/click to allow you in)
