Bookies.com | Sports Betting & Casino Content Platform

Aim

Redesign a high-traffic betting content site spanning odds comparisons, expert picks, sportsbook promos, and news into a lighter, cleaner interface with improved navigation across a large content taxonomy (Sports, Picks, Odds, Casinos, News), while surfacing the new ParlayGrade feature prominently in the homepage hero to drive adoption.

Struggles

Restructuring navigation for an extensive content library (dozens of sports, leagues, and content types) without overwhelming users, while shifting the visual direction toward a lighter, friendlier aesthetic without losing the density and credibility expected of an authoritative odds/betting resource all while weaving a brand-new feature (ParlayGrade) into an already established site.