Betfair asked me to take a look at their sports betting app. Although functional it lacked ‘personality’ and key features were buried beneath less exciting content. They asked me to help them to ‘blue sky’ the problem for a few weeks.
These conceptual ideas were proposed for the launch. Clarity and entertainment were key considerations. I produced contextual ideas where the app would link date and time of races to your location – so it would behave accordingly. This approach would contextualise the betting experience making the brand ‘smarter’ and less passive. Among my proposals, betting suggestions based on previous behaviour and syndicated betting with your pals made it into the final app launch.