Overview
One of my most challenging yet rewarding projects at Betsson Group was enhancing cross-selling between the Sports Betting and Casino platforms. The goal was to improve user retention and engagement by creating a seamless experience that allowed users to interact with both services effortlessly.
To achieve this, I designed a dynamic widget that enabled users to explore casino games while placing sports bets or vice versa without navigating away from their current activity. This eliminated friction and provided a smoother, more intuitive journey.
Key Outcomes:
- Enhanced User Experience: The widget reduced unnecessary steps, making it easier for users to switch between services.
- Increased Engagement: Users spent more time on the platform, especially during major events like the Euro Cup and Copa America.
- Strategic Cross-Selling: The widget appeared contextually during live matches or casino sessions, ensuring relevance and driving conversions.
This project highlighted the importance of aligning design with user behaviour to create meaningful, frictionless experiences that benefit both users and the business.
