Reimagining the Betsson Homesite Experience

Reimagining the Betsson Homesite Experience

Ux/Ui Design

Ux/Ui Design

Product Design

Product Design

Overiew

Betsson's website is the first touchpoint for thousands of potential players each day—but it wasn’t designed with today's users in mind. With 80% of traffic coming from mobile devices, the current experience suffers from high bounce rates, onboarding friction, and a failure to build the trust users need to convert.

This project is a strategic redesign of the Betsson homesite, going beyond visual refresh to address deep UX and emotional barriers. The goal is clear: transform bounce into engagement and hesitation into confidence, driving conversions while strengthening the brand’s promise of security and excitement.

Key Objectives:

  • Reduce the 80% bounce rate on mobile registration.

  • Remove friction throughout onboarding.

  • Build strong trust signals that reassure new users.

  • Guide users emotionally from curiosity to confident action.

Approach:

  • In-depth UX audit and competitor benchmarking to identify five key barriers (complex navigation, visual overload, onboarding friction, lack of personalization, and mobile experience gaps).

  • Empathy-led design anchored in understanding two primary user groups: mobile-first sports bettors and cautious first-time casino players.

  • Emotional journey mapping to design for trust, clarity, and simplicity at every stage.

  • Mobile-first, thumb-friendly design principles with strong visual hierarchy and accessible UI.

  • Usability testing plan to validate the new experience with real users, measuring emotional cues, click paths, and success rates.


Betsson's website is the first touchpoint for thousands of potential players each day—but it wasn’t designed with today's users in mind. With 80% of traffic coming from mobile devices, the current experience suffers from high bounce rates, onboarding friction, and a failure to build the trust users need to convert.

This project is a strategic redesign of the Betsson homesite, going beyond visual refresh to address deep UX and emotional barriers. The goal is clear: transform bounce into engagement and hesitation into confidence, driving conversions while strengthening the brand’s promise of security and excitement.

Key Objectives:

  • Reduce the 80% bounce rate on mobile registration.

  • Remove friction throughout onboarding.

  • Build strong trust signals that reassure new users.

  • Guide users emotionally from curiosity to confident action.

Approach:

  • In-depth UX audit and competitor benchmarking to identify five key barriers (complex navigation, visual overload, onboarding friction, lack of personalization, and mobile experience gaps).

  • Empathy-led design anchored in understanding two primary user groups: mobile-first sports bettors and cautious first-time casino players.

  • Emotional journey mapping to design for trust, clarity, and simplicity at every stage.

  • Mobile-first, thumb-friendly design principles with strong visual hierarchy and accessible UI.

  • Usability testing plan to validate the new experience with real users, measuring emotional cues, click paths, and success rates.


Betsson's website is the first touchpoint for thousands of potential players each day—but it wasn’t designed with today's users in mind. With 80% of traffic coming from mobile devices, the current experience suffers from high bounce rates, onboarding friction, and a failure to build the trust users need to convert.

This project is a strategic redesign of the Betsson homesite, going beyond visual refresh to address deep UX and emotional barriers. The goal is clear: transform bounce into engagement and hesitation into confidence, driving conversions while strengthening the brand’s promise of security and excitement.

Key Objectives:

  • Reduce the 80% bounce rate on mobile registration.

  • Remove friction throughout onboarding.

  • Build strong trust signals that reassure new users.

  • Guide users emotionally from curiosity to confident action.

Approach:

  • In-depth UX audit and competitor benchmarking to identify five key barriers (complex navigation, visual overload, onboarding friction, lack of personalization, and mobile experience gaps).

  • Empathy-led design anchored in understanding two primary user groups: mobile-first sports bettors and cautious first-time casino players.

  • Emotional journey mapping to design for trust, clarity, and simplicity at every stage.

  • Mobile-first, thumb-friendly design principles with strong visual hierarchy and accessible UI.

  • Usability testing plan to validate the new experience with real users, measuring emotional cues, click paths, and success rates.


Results

A cleaner, calmer, and smarter homesite experience that earns user trust from the first moment. The design aims to directly support Betsson’s business goals of increasing new registrations, reducing drop-offs, and building brand loyalty through memorable, frictionless, and emotionally resonant experiences.

A cleaner, calmer, and smarter homesite experience that earns user trust from the first moment. The design aims to directly support Betsson’s business goals of increasing new registrations, reducing drop-offs, and building brand loyalty through memorable, frictionless, and emotionally resonant experiences.

A cleaner, calmer, and smarter homesite experience that earns user trust from the first moment. The design aims to directly support Betsson’s business goals of increasing new registrations, reducing drop-offs, and building brand loyalty through memorable, frictionless, and emotionally resonant experiences.

Check out the Figma file!

iGaming

iGaming

Industry

2025

2025

Year

Betsson Group

Betsson Group

Betsson Group

Client

Celia’s design proposal showed excellent attention to detail, with her thought process and rationale clearly documented throughout. She demonstrates strong promise as a designer—not only in branding, where her skills really shine, but also in UX/UI, where she delivered solid, thoughtful work. Her UI design in particular stands out as a strength. It’s also clear she brings a lot of experience in managing client relationships, which came through in her professional approach and thorough task completion.

Donnabel Micallef

HR

Celia’s design proposal showed excellent attention to detail, with her thought process and rationale clearly documented throughout. She demonstrates strong promise as a designer—not only in branding, where her skills really shine, but also in UX/UI, where she delivered solid, thoughtful work. Her UI design in particular stands out as a strength. It’s also clear she brings a lot of experience in managing client relationships, which came through in her professional approach and thorough task completion.

Donnabel Micallef

HR