Throughout history, sports betting has been a longstanding tradition that has evolved over thousands of years. From Ancient Rome’s chariot races to circus spectacles, the essence of betting on event outcomes has stood the test of time.
However, in recent decades, sports betting has undergone a significant transformation, especially with the rise of the Internet. The integration of iGaming platforms and the convenience of online sports betting have reshaped the landscape. Enthusiasts can now effortlessly place bets from the comfort of their homes, exploring various sportsbook sites to find the best odds and promotions.
The SOFTSWISS Sportsbook is a prime example of a distinctive high-performance platform designed for sports betting operations.
The Sportsbook aims to redefine the perception of betting, showcasing it as a way for sports fans to engage with their favourite players and exhibit their betting knowledge. In an industry often driven by profit, the Sportsbook stands out by prioritising responsible betting and the mental well-being of its users.
Yet, amid this dynamic industry, a critical aspect often overlooked is the meticulous design that captivates users and enhances their betting experience. Adelina Mikhadziuk and Dmitriy Averchenko, Product Designers at the Sportsbook, share their journey, industry insights, and the secrets behind crafting compelling designs that keep users engaged.
Have you ever ventured into projects related to sports betting? What made you interested in this field and led you to join the SOFTSWISS Sportsbook? What sparked your interest?
Adelina: While sports betting is a new adventure for me, my project history spans eCommerce, Document/Data Management, Scheduling Systems, CRM, Payments, and Cryptocurrency. The desire for something fresh and complex led me to dip my toes into the world of sports betting, and it turns out it is the perfect match. The dynamic nature, intricate analytics, and unique challenges presented in sports betting have sparked my interest and offer a stimulating environment that aligns seamlessly with my passion for exploring new and exciting challenges.
Dmitriy: This is my debut in betting and iGaming, and I wanted to ensure a smooth entry into this dynamic industry. After thorough research, I found SOFTSWISS to be a solid product company with efficient management and streamlined processes. The company’s reputation for delivering high-quality solutions in the iGaming sector was a key factor that attracted me. Given my background in marketing and outsourcing, I saw an opportunity to leverage my skills in a new and exciting domain, and SOFTSWISS seemed like the perfect fit for me to make a meaningful contribution to the industry.
Working within a sportsbook team seems dynamic. What makes a designer in the sportsbook industry different? How diverse is the work, and how do you keep things exciting without burning out?
Adelina: Being part of the Sportsbook team is an exhilarating journey, and boredom is a foreign concept to us. Our strength lies in the multitude of opportunities we handle, from back-office tasks to mobile applications and design system development. This diversity keeps us on our toes and prevents burnout.
Dmitriy: I echo Adeline’s sentiments. Sportsbook teams are never dull. While projects have not been particularly humorous, unique challenges, like adapting a sports page to the Persian language, always prove intriguing. Designing for a sportsbook involves creating user bet pages, a back office for sports management, and mobile applications. Juggling tasks with different teams ensures variety and keeps burnout at bay.
Can you share instances where user feedback significantly shaped project designs?
Adelina: User feedback is a game-changer. For instance, we have noticed the growing use of mobile devices, so we initiated improvements to the mobile version. Gathering feedback through interactive prototypes and surveys revealed blind spots we might have missed due to professional biases.
Dmitriy: Our back office is another example. By incorporating input from risk management, the design not only aligns with user needs but also enhances safety and security measures. This collaborative approach ensures that potential risks are identified and addressed in the design phase, making the overall system more robust and resilient. Ultimately, the integration of risk management input contributes to creating a safer and more intuitive back-office environment for both clients and internal stakeholders.
How do you effectively present complex data, ratios, and statistics in a way that is easy for users to understand?
Adelina: In our back office, we prioritise infographics, charts, and dashboards to make statistics and analytics accessible. Firstly, visual representations always simplify complex data, making it easier for individuals to grasp and comprehend key insights at a glance.
Secondly, the emphasis on dashboards allows us to compile and display relevant information in a centralised manner, providing a comprehensive overview of key metrics. This not only saves time but also enables users to identify trends, patterns, and outliers efficiently. We believe in presenting data in a readable format and offering flexible filtering options to ensure that our users not only understand information but enjoy the process.
Dmitriy: Furthermore, flexible filtering options enhance the UX by allowing users to customise the displayed data based on their specific needs and preferences. This adaptability ensures that users can extract the most relevant information tailored to their unique requirements. This commitment to user-friendly design is a critical aspect of our approach, making the Sportsbook experience both engaging and intuitive.
Balancing creativity with responsible design is crucial. How do you navigate this in the sports betting industry?
Adelina: Our task diversity naturally addresses this concern. Some tasks demand a logical approach, while others allow for creative exploration. Balancing these elements ensures we meet both requirements.
Dmitriy: Striking a balance between creativity and industry standards is essential. Our experience guides us in offering creative yet practical solutions that resonate with user expectations.
How do you stay updated on design trends, especially those related to gambling platforms?
Adelina: Regular competitor analysis is crucial for staying up-to-date with current decisions and trends in the betting platform industry. By exploring various resources, you can gain a comprehensive understanding of broader trends and innovative approaches, which in turn, offers valuable insights for informed decision-making.
Dmitriy: Studying competitors, understanding regional user characteristics, and staying attuned to global design trends are integral to our approach. Adapting designs to suit diverse countries and embracing emerging technologies ensures our product remains contemporary. Each project adds to our experience, and innovation is a continuous process. We focus on simplifying our interface, lowering entry barriers, and enhancing user experience. Onboarding, gamification, and timely communication of new features are key aspects.
If you had one design superpower, what would it be and why?
Adelina: My dream design superpower would be the ability to inhabit the user’s perspective, seeing the product through their eyes. Despite our “user-centric” approach, professional biases can sometimes cloud our judgement, and this power would offer invaluable insights.
Dmitriy: If granted a design superpower, I would ensure the product’s clarity for all users, encouraging sustained engagement. This superpower can lead to better customer satisfaction and loyalty, ultimately contributing to increased revenue and success for the business.
The dynamic and varied nature of designers is truly inspiring. For those intrigued by the challenges and creativity involved, the Sportsbook team is always open to welcoming fresh minds. If you are passionate about design and ready for an exciting journey, feel free to share your CV with us!