SureBet Fusion is an AI-powered web
and mobile platform, specializing
in real-time sports data analytics.
Context
Web app, website, marketing materials
2023 Sep - Present
Company
Netgrid Communications
Calgary, AB, Canada
My Role
Product Designer
UX/UI, Marketing Design
IDEATION
From raw odds and data to an AI-assisted betting workflow.
The process of ideation requires careful consideration of factors such as user needs, market trends, technical feasibility, and more. Each category is a practical filter used to prioritize features, validate assumptions, and keep the product focused.
Brand Moodboard
Brand identity exploration featuring the core color palette (vibrant green #91E617 and deep navy #050033), Plus Jakarta Sans typography system, and visual references from major sports leagues including NFL, MLB, and NHL. The moodboard establishes the modern, tech-forward aesthetic that defines SureBet Fusion's visual language.
RESEARCH
Understanding user pain points and market trends.
Through competitive analysis and community discussions, I identified key insights that would shape the direction of this project. The findings revealed several opportunities for improvement in the current market offerings.
Key User Pain Points
Poor Information Hierarchy
Cluttered, promo-heavy screens and weak search make it hard to find specific bets, leagues, or live events quickly.
Confusing Bet Slip Flows
Unclear stake vs. payout, parlay building, or error handling result in user frustration and lost trust in the platform.
Lack of Insights
Existing platforms provide raw data but fail to offer actionable insights or intelligent recommendations.
Poor Mobile Experience
Current solutions lack responsive mobile interfaces, limiting users' ability to analyze on-the-go.
Limited Personalization Controls
Users lack basic controls about to hide irrelevant sports, mute bet types, or tune notifications.
Complex Learning Curve
Steep learning curves prevent new users from effectively utilizing advanced betting analysis tools.
Competitive Analysis
Analysis of key competitors in the sports betting platform space, evaluating their strengths and weaknesses across critical features.
| Platform | AI Features | UX Quality | Mobile Experience | Personalization | All Skill Levels |
|---|---|---|---|---|---|
C1 Bet365 Market Leader | |||||
C2 Action Network Analytics Focused | |||||
C3 Outlier Props-Centric | |||||
SureBet Fusion Our Solution |
DESIGN
Turning complex data into clear interfaces.
The design phase focused on creating a seamless user experience through iterative wireframing, prototyping, and user testing. Every interaction was carefully considered to ensure the final product would be both functional and enjoyable to use.
Props Mobile Interface
The props betting interface features advanced filtering capabilities, allowing users to quickly narrow down betting options by sport, bookmaker, player, and bet type. Real-time odds are displayed with clear visual indicators for value bets, accompanied by AI-generated insights and historical performance data to inform betting decisions.
Props Betting
Player Statistics
Advanced Filters
AI-Predictions Desktop Interface
The AI predictions dashboard provides users with data-driven betting recommendations based on advanced machine learning models. Visual probability indicators, confidence scores, and historical accuracy metrics help users understand the strength of each prediction. The interface displays upcoming games with detailed analytics including team performance trends and player statistics.
Following & Community
The social following feature connects users with expert bettors and friends, creating a collaborative betting community. Users can follow top performers, view their betting history and success rates, and receive notifications when followed users place new bets. The interface displays curated bet slips from followed users with detailed performance metrics, win streaks, and ROI percentages.
Website Design
The marketing website serves as the primary entry point for new users, showcasing the platform's capabilities and value proposition. The design emphasizes clarity, visual hierarchy, and compelling calls-to-action while maintaining brand consistency with the main application. Smooth scrolling interactions and strategic content placement guide visitors through the product story.
MARKETING
Building a memorable visual identity.
The marketing work established a cohesive visual language that communicates the product's values and personality. From color palette to typography, every element was designed to create a distinctive and recognizable brand presence.