SKYBET
Digital transformation
Redefining Performance, Scalability, and User Experience.
SKYBET
Digital transformation
Redefining Performance, Scalability, and User Experience.
SKYBET
Digital transformation
Redefining Performance, Scalability,
and User Experience.
SKYBET
SKYBET
SKYBET
SKYBET
Digital transformation
Digital transformation
Digital transformation
Digital
transformation
Digital
transformation
Redefining Performance, Scalability, and User Experience.
Redefining Performance, Scalability, and User Experience.
Redefining Performance, Scalability, and User Experience.
Redefining Performance, Scalability,
and User Experience.
Redefining Performance, Scalability,
and User Experience.
UK Betting Leader under Flutter UKi
UK Betting Leader under Flutter UKi
UK Betting Leader
under Flutter UKi
UK Betting Leader
under Flutter UKi
SkyBet is a leading name in the UK online sports betting market and part of the Flutter UK & Ireland (UKI) group. It serves approximately 2 million active customers annually and generates a turnover of around £700 to £800 million.
Known for its mobile-first approach, SkyBet provides an intuitive platform that covers sports betting, in-play betting, and casino games, all designed to create an engaging and user-friendly experience.
As part of Flutter UKi, SkyBet benefits from the shared resources and industry expertise within a leading global gaming group. This allows it to continuously innovate and maintain a trusted reputation in the digital betting space.
SkyBet is a leading name in the UK online sports betting market and part of the Flutter UK & Ireland (UKI) group. It serves approximately 2 million active customers annually and generates a turnover of around £700 to £800 million.
Known for its mobile-first approach, SkyBet provides an intuitive platform that covers sports betting,
in-play betting, and casino games, all designed to create an engaging and user-friendly experience.
As part of Flutter UKi, SkyBet benefits from the shared resources and industry expertise within a leading global gaming group. This allows it to continuously innovate and maintain a trusted reputation in the digital betting space.
SkyBet is a leading name in the UK online sports betting market and part of the Flutter UK & Ireland (UKI) group. It serves approximately 2 million active customers annually and generates a turnover of around £700 to £800 million.
Known for its mobile-first approach, SkyBet provides an intuitive platform that covers sports betting, in-play betting, and casino games, all designed to create an engaging and user-friendly experience.
As part of Flutter UKi, SkyBet benefits from the shared resources and industry expertise within a leading global gaming group. This allows it to continuously innovate and maintain a trusted reputation in the digital betting space.
SkyBet Migration Project Overview
SkyBet Migration Project
Overview
SkyBet Migration
Project Overview
The aim of this project was to migrate SkyBet onto the Betfair platform.
This will unlock new opportunities to simplify and optimise the user experience while enabling a unified white-label design system across Flutter UKI’s four major brands; SkyBet, Sky Gaming, Paddy Power, and Betfair.
By focusing on scalability and maintaining brand flexibility, the project delivered a seamless, intuitive experience for millions of users across the UK and Ireland. Additionally, it laid the groundwork for continuous future optimisation, ensuring the product could evolve and adapt to meet changing user needs.
The aim of this project was to migrate SkyBet onto the Betfair platform.
This will unlock new opportunities to simplify and optimise the user experience while enabling a unified white-label design system across Flutter UKI’s four major brands; SkyBet, Sky Gaming, Paddy Power, and Betfair.
By focusing on scalability and maintaining brand flexibility, the project delivered a seamless, intuitive experience for millions of users across the UK and Ireland. Additionally, it laid the groundwork for continuous future optimisation, ensuring the product could evolve and adapt to meet changing user needs.
My Role
As the Head of Product Design & UX, I provided strategic direction and leadership, guiding a talented team of 38 product designers, researchers, UX writers, and service designers.
My primary focus was on delivering the highest quality user experience across the platform, with a strong emphasis on consistency and excellence at every stage. By championing a data-driven approach, I empowered the team to make informed design decisions that seamlessly balanced user needs with business objectives.
The case study below provides a snapshot of the immense scope and impact of this transformative project, highlighting a fraction of the extensive work and effort involved.
As the Head of Product Design & UX, I provided strategic direction and leadership, guiding a talented team of 38 product designers, researchers, UX writers, and service designers.
My primary focus was on delivering the highest quality user experience across the platform, with a strong emphasis on consistency and excellence at every stage.
By championing a data-driven approach, I empowered the team to make informed design decisions that seamlessly balanced user needs with business objectives.
The case study below provides a snapshot of the immense scope and impact of this transformative project, highlighting a fraction of the extensive work and effort involved.
Gap Analysis between Betfair & Skybet products
Gap Analysis between Betfair & Skybet products
A phased approach
To migrate the SkyBet app onto the Betfair platform, we adopted a phased approach that focused on evolving Betfair’s functionalities while preserving and enhancing key SkyBet features.
The process began with a comprehensive gap analysis, comparing the two products to identify areas for improvement. We prioritised features that were central to SkyBet’s user experience but either absent or less effective on Betfair, such as detailed stats, ACCA freeze, SkyBet Club, the bet slip, and the overall UX/UI of the product.
From a UI perspective, we initiated the transition by “Painting it Blue” re-skinning the Betfair app with SkyBet’s branding while we refined the user experience. This methodical approach ensured we retained the essence of what made SkyBet so successful while leveraging the opportunities offered by the Betfair platform.
To migrate the SkyBet app onto the Betfair platform, we adopted a phased approach that focused on evolving Betfair’s functionalities while preserving and enhancing key SkyBet features.
The process began with a comprehensive gap analysis, comparing the two products to identify areas for improvement.
We prioritised features that were central to SkyBet’s user experience but either absent or less effective on Betfair, such as detailed stats, ACCA freeze, SkyBet Club, the bet slip, and the overall UX/UI of the product.
From a UI perspective, we initiated the transition by “Painting it Blue”—re-skinning the Betfair app with SkyBet’s branding while we refined the user experience. This methodical approach ensured we retained the essence of what made SkyBet so successful while leveraging the opportunities offered by the Betfair platform.
Gap Analysis between Betfair & Skybet products
Gap Analysis between Betfair & Skybet products
Gap Analysis between Betfair & Skybet products
The two phases of development
The two phases of development
The two phases of development
The two phases of development
Phase 2: Make the product look & feel like Skybet
Phase 2: Make the product look & feel like Skybet
Phase 2: Make the product look & feel like Skybet
Safe Turn off experimentation
We conducted extensive experimentations on the legacy app to gain a deeper understanding of user behaviour and feature usage.
Throughout the project, we ran more than 30 experiments to identify which features were essential to our users and which were underutilised or redundant.
This data-driven approach allowed us to make informed decisions about which features to carry forward into the new designs and which could be safely retired. By focusing on user needs and eliminating unnecessary complexity, we ensured that the new app delivered a streamlined, optimised experience while maintaining the core functionalities that users relied on most.
We conducted extensive experimentations on the legacy app to gain a deeper understanding of user behaviour and feature usage. experimentation
Throughout the project, we ran more than 30 experiments to identify which features were essential to our users and which were underutilised or redundant.
This data-driven approach allowed us to make informed decisions about which features to carry forward into the new designs and which could be safely retired. By focusing on user needs and eliminating unnecessary complexity, we ensured that the new app delivered a streamlined, optimised experience while maintaining the core functionalities that users relied on most.
Phase 1: Paint Betfair components blue
Phase 1: Paint Betfair components blue
Phase 1: Paint Betfair components blue
Safe turn off experimentation on the Legacy App
Safe Turn-Off Tests on Legacy App
Safe turn off experimentation on the Legacy App
Home page customer onboarding
Home page customer onboarding
Safe Turn-Off Tests on Legacy App
Safe Turn-Off Tests on Legacy App
Safe Turn-Off Tests on Legacy App
Validating Features Through Customer Testing
Validating Features Through
Customer Testing
Validating Features
Through Customer Testing
Validating Features
Through Customer
Testing
To ensure the success of the migration, we rigorously tested every feature we designed, validating each one with customers throughout the process.
This approach helped us confirm that we were making the right design choices, aligning user expectations with the evolving app experience. Testing also provided valuable insights into whether customers perceived significant improvements between the legacy app and the new platform.
These findings not only guided our design iterations but also enabled us to manage stakeholder expectations effectively. By sharing customer feedback and data-driven results, we told a compelling story that demonstrated the value of our decisions and fostered confidence in the new app’s direction.
To ensure the success of the migration, we rigorously tested every feature we designed, validating each one with customers throughout the process.
This approach helped us confirm that we were making the right design choices, aligning user expectations with the evolving app experience. Testing also provided valuable insights into whether customers perceived significant improvements between the legacy app and the new platform.
These findings not only guided our design iterations but also enabled us to manage stakeholder expectations effectively. By sharing customer feedback and data-driven results, we told a compelling story that demonstrated the value of our decisions and fostered confidence in the new app’s direction.
Validating Features Through Customer Testing
To ensure the success of the migration, we rigorously tested every feature we designed, validating each one with customers throughout the process.
This approach helped us confirm that we were making the right design choices, aligning user expectations with the evolving app experience. Testing also provided valuable insights into whether customers perceived significant improvements between the legacy app and the new platform.
These findings not only guided our design iterations but also enabled us to manage stakeholder expectations effectively. By sharing customer feedback and data-driven results, we told a compelling story that demonstrated the value of our decisions and fostered confidence in the new app’s direction.
E2E Journey testing, place an ACCA feedback
E2E Journey testing, place an ACCA feedback
Accumulator – E2E Journey testing, place an ACCA feedback
Accumulator – E2E Journey testing, place an ACCA feedback
Ensuring a Seamless Transition for Customers
Ensuring a Seamless
Transition for Customers
Ensuring a Seamless
Transition for
Customers
To minimise the migration's impact on our customers, we focused on retaining familiarity and ensuring a seamless transition. After defining and designing the key features to be migrated, we analysed the app's most popular user journeys. We prioritised preserving the essential UI elements that customers relied on.
We also worked on customer onboarding before the migration, testing it to ensure users could navigate the changes with ease and confidence. We benchmarked the experience from a branding perspective to ensure the migrated product felt authentic and on-brand.
By maintaining these critical touchpoints and preparing customers effectively, we aimed to deliver a product that felt both familiar and improved, reducing friction while introducing the benefits of the new platform.
To minimise the migration's impact on our customers, we focused on retaining familiarity and ensuring a seamless transition. After defining and designing the key features to be migrated, we analysed the app's most popular user journeys. We prioritised preserving the essential UI elements that customers relied on.
We also worked on customer onboarding before the migration, testing it to ensure users could navigate the changes with ease and confidence.
We benchmarked the experience from a branding perspective to ensure the migrated product felt authentic and on-brand.
By maintaining these critical touchpoints and preparing customers effectively, we aimed to deliver a product that felt both familiar and improved, reducing friction while introducing the benefits of the new platform.
To minimise the migration's impact on our customers, we focused on retaining familiarity and ensuring a seamless transition. After defining and designing the key features to be migrated, we analysed the app's most popular user journeys. We prioritised preserving the essential UI elements that customers relied on.
We also worked on customer onboarding before the migration, testing it to ensure users could navigate the changes with ease and confidence. We benchmarked the experience from a branding perspective to ensure the migrated product felt authentic and on-brand.
By maintaining these critical touchpoints and preparing customers effectively,
we aimed to deliver a product that felt both familiar and improved, reducing friction while introducing the benefits of the new platform.
To minimise the migration's impact on our customers, we focused on retaining familiarity and ensuring a seamless transition. After defining and designing the key features to be migrated, we analysed the app's most popular user journeys. We prioritised preserving the essential UI elements that customers relied on.
We also worked on customer onboarding before the migration, testing it to ensure users could navigate the changes with ease and confidence.
We benchmarked the experience from a branding perspective to ensure the migrated product felt authentic and on-brand.
By maintaining these critical touchpoints and preparing customers effectively, we aimed to deliver a product that felt both familiar and improved, reducing friction while introducing the benefits of the new platform.
Progressive disclosure onboarding
Progressive disclosure onboarding
Help button and information links to help pages
Help button and info link to help pages
Onboarding, progressive disclosure & help interactions
Onboarding, progressive disclosure & help interactions
Future-Ready: Delivering a Seamless Migration
Future-Ready: Delivering
a Seamless Migration
Delivering a Seamless
Migration
The SkyBet re-platforming project represents a significant step forward in delivering a scalable, optimised, and user-focused experience.
With customer migration set to begin in January for the Beta phase and a full rollout planned for June 2025, we are on track to bring millions of users a seamless transition to the new platform. By prioritising data-driven decisions, customer validation, and design excellence, we’ve ensured the foundation is in place for a product that not only meets but exceeds customer expectations.
This project demonstrates the power of collaboration, innovation, and a relentless focus on user needs, paving the way for continued success across Flutter UKI’s major brands.
The SkyBet re-platforming project represents a significant step forward in delivering a scalable, optimised, and user-focused experience.
With customer migration set to begin in January for the Beta phase and a full rollout planned for June 2025, we are on track to bring millions of users a seamless transition to the new platform.
By prioritising data-driven decisions, customer validation, and design excellence, we’ve ensured the foundation is in place for a product that not only meets but exceeds customer expectations.
This project demonstrates the power of collaboration, innovation, and a relentless focus on user needs, paving the way for continued success across Flutter UKI’s major brands.
The SkyBet re-platforming project represents a significant step forward in delivering a scalable, optimised, and user-focused experience.
With customer migration set to begin in January for the Beta phase and a full rollout planned for June 2025, we are on track to bring millions of users a seamless transition to the new platform.
By prioritising data-driven decisions, customer validation, and design excellence, we’ve ensured the foundation is in place for a product that not only meets but exceeds customer expectations.
This project demonstrates the power of collaboration, innovation, and a relentless focus on user needs, paving the way for continued success across Flutter UKI’s major brands.
Current App Store Ratings
Current App
Store Ratings
Get in touch
Get in touch
Email me at: karine.tardivel@gmail.com
Email me at:
karine.tardivel@gmail.com
Read more of
my case studies
Read more of my case studies
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Get in touch
Email me at: karine.tardivel@gmail.com