Lucas Paraizo
Designer at Smartstream
bet365 Sign-up
Optimising bet365' sign-up for conversion
A focused improvement of the Bet365 app's user experience through research-driven design, streamlining navigation, and enhancing usability to boost user satisfaction and retention.
Problem Statement
In the competitive online sports betting market, users expect a smooth sign-up experience. A complicated registration flow risks losing users to competitors, so I focused on improving Bet365's registration experience to support acquisition and engagement.
The Challenge: Simplifying Sign-Up
The existing single-step sign-up flow overwhelmed users with too many fields at once, leading to confusion, frustration, and drop-offs due to unclear progress and effort.
My Approach: Mapping the Mess
I began by mapping the existing user flow, identifying bottlenecks and friction points that caused abandonment and weakened user trust.
My Solution: A Streamlined Journey
I redesigned the experience into a multi-step sign-up flow, splitting inputs into clear stages: personal details, account setup, and verification. This reduced cognitive load by applying:
- Bite-sized steps for clarity
- Progress indicators to show completion status
- Brand consistency with regulatory compliance
My Strategy: User-First Design
The redesign focused on:
- Usability by making the flow intuitive and low-effort
- Efficiency by reducing completion time without sacrificing accuracy
- Consistency with Bet365's design language
- Compliance with legal requirements
My Process: From Sketch to Screen
I mapped the old flow and designed the new journey using low-fidelity wireframes in Figma, followed by high-fidelity prototypes that balanced Bet365's visual style with clearer layouts and responsive behaviour.
Final Design
The final solution includes:
- Stepped input flow with logical stages
- Progress bar for clear journey tracking
- Branded UI that feels familiar while improving usability
The redesign delivered a simpler, more confident sign-up experience, reducing drop-offs and helping Bet365 remain competitive in a crowded market.