Product Strategy and UX Design for Sportsbooks

I design fast, clear and reliable sportsbook experiences that help operators reduce friction, improve bettor confidence and increase long-term engagement.

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What Makes a Sportsbook Succeed Long Term

Sportsbooks win when the experience feels fair, predictable and fast. That means:

Speed Where It Matters

Bettors can browse markets, compare odds and build bets without delay or confusion.

Clarity in High-Pressure Moments

Simple navigation, structured bet flows and clean bet-slip interactions reduce errors and decision fatigue.

Decision-Ready Information

Key insights surfaced at the right moment, not buried behind more taps or jargon.

Frictionless First-Time Flow

Onboarding, verification and deposits that reduce abandonment and build early trust.

What I Help Sportsbooks With

Sportsbook UX audits

Clean market pages that reduce cognitive load

Improved bet-building and parlay flows

Faster live-betting experiences

Smarter surfacing of odds, boosts and insights

Retention-focused journeys for return bettors

Responsible gaming UX that remains compliant

Concept, wireframes and full UI design for new features

Who I Work With

I work with sportsbook operators, sports media companies and sports-data firms across the world. My work spans regulated markets, high-traffic environments and products where speed and clarity decide whether users stay or churn.

A Proven Track Record with Industry Leaders

With over 15 years experience in the industry, I’ve collaborated with a lot of great clients. From global media giants to small scale start-ups

Fanatics logo featuring a bold red “F” emblem and navy wordmark — representing SGX Studio’s work with Fanatics on sportsbook and ecommerce design, uniting sports retail and betting into a seamless fan experience.
UFC logo in bold red uppercase typography — representing SGX Studio’s collaboration on data-driven analysis tools, athlete profiling systems, and real-time combat analytics for the Ultimate Fighting Championship.
Sky Sports logo featuring a blue and red gradient split background with white lowercase text — representing SGX Studio’s design work on live sports interfaces, broadcast integration, and interactive fan engagement tools for Sky Sports.
SportsGrid logo in bold red, italicized uppercase lettering with a double chevron arrow motif — representing SGX Studio’s collaboration with SportsGrid on live sports media and betting content experiences.
Oddschecker logo in a clean, dark blue lowercase typeface — representing SGX Studio’s collaboration with Oddschecker to enhance UX across data-driven betting tools and comparison interfaces for sportsbook users.
SportsDataIO logo featuring the word “sportsdata” in black and blue lowercase text with a circular “io” icon — representing the sports analytics and data integration partner for SGX Studio projects.

Joe Mirtaheri

Senior Vice President
Fanatics, Inc.

“I’ve had the pleasure of working with Mike on numerous projects recently and his contributions have been invaluable. What sets Mike apart is his incredible flexibility in approaching any brief or project. He doesn’t just take a one-size-fits-all approach; rather, he tailors his methods to meet the unique needs of each task at hand.

Mike’s expertise in the Design space is evident. He pulls from various facets of his experience and stays current with wider industry trends to deliver solutions that are not only innovative but also practical.

Perhaps what I appreciated most was Mike’s willingness to push back and evolve ideas. He’s not just an ‘order taker.’ If he sees a better way to achieve an objective or improve a concept, he speaks up and collaborates to make it happen. This characteristic not only elevated the quality of our projects but also made the entire process a true partnership.

If you’re in need of a designer who brings a depth of knowledge, adaptability, and a collaborative spirit, I highly recommend Mike.”

Frequently Asked Questions about Sportsbook UX Design

Here are a few common questions I get from new partners about the process and value of product design.

Clear hierarchy, reduced noise, simple bet-building steps and predictable navigation. Bettors never feel lost or overloaded.

Cluttered market pages, unclear boosts, overloaded bet slips and onboarding that confuses first-timers.

By reducing friction from the moment a user opens the app. Clean flows = faster first bets, higher deposits and fewer drop-offs.

By building RG (responsible gaming) requirements into the flow without disrupting momentum. Clarity reduces risk and keeps trust high.

Yes, most operators don’t need a rebuild. They need clarity, faster journeys and better decision surfaces.

Let’s create a sportsbook experience bettors trust.

Tell me about your current challenges or book a quick call. I’ll help you move forward with clarity and confidence.

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