Bookies | A lighter, Clearer Experience

Aim

As the sole designer on this project, I led a full redesign of Bookies.com in close collaboration with the Product Owner and Brand Director. The primary goal was to make the platform lighter on the eyes and easier to navigate, moving away from a dense, visually heavy interface toward one that felt calmer and more intuitive without compromising the fast-paced, information-rich nature of a betting platform.

Struggles

Brand direction ambiguity. Working solo meant I had to actively push for clarity on brand direction, since decisions were split between a Product Owner and a Director with potentially differing priorities. Part of the process involved reconciling business goals with brand identity to land on a direction that felt cohesive. Resourcing design effort strategically. With limited design bandwidth as a sole designer, a key challenge was identifying and prioritizing the main traffic-driving pages, ensuring the highest-impact areas received the most design attention rather than spreading effort evenly across the whole site.