UX Designer
Melbourne, Australia
Apr 2017 — Aug 2019
I worked at Sportsbet as a UX Designer for 2.5 years as the primary designer in the Personalization Team. As Sportsbet is the industry leader in internet betting & entertainment in Australia, I was stoked by the opportunity to join the premium brand in an iconic industry. It was a wild roller coaster of a journey, and I was lucky to work with passionate people on solving complex challenges for the millions of active customers throughout Australia and New Zealand.
As the primary UX designer for the Personalization Team, I led the research and design of 8 major projects for mobile and desktop:
- Search
- In-app messaging
- Labs – a training ground for new ideas and experiments
- Homepage Personalization
- Favorites – the inception of on-platform Customization
- Sportsbet Career Design Thinking hack for HR and the ELT
- “What’s New” screens & customer on-boarding
- Merchandizing & in-app promotions
One of my greatest achievements at Sportsbet was stepping up to serve as designer, Business Analyst, and Product Owner in bringing Favorites to market: the first significant step towards on-platform customization. With more than 50 sports market categories, customers were often faced with long navigation paths to find the markets they were looking for.
Literally thousands of customers had been requesting a method to save their favorite sports for years. It was a huge accomplishment to not only identify the opportunity to bring this to life for Sportsbet’s customers, but also lead my feature team in delivering it to market. To both our team’s and customers' delight, Favorites was one of the main highlighted features when launching the revamped flagship iOS app in 2019.
In addition to my work as a UX designer, I ended up becoming one of the noisier aspects of Sportsbet culture as co-founder and bassist of the Sportsbet band (aka Sportsbeat).
Before I left Sportsbet to pursue an amazing opportunity at the global creative agency isobar, my curtain call was stepping out of my comfort-zone to MC the 2019 Tech Conference for our department of more than 250 members. Several teams came together to utilize the conference as a massive Design Thinking workshop, in which we ideated on the evolution of the department's strategy and goals.