Project Overview
Buff.bet is expanding its complex betting ecosystem from Europe to the US market, targeting all sports fans. However, the current "My Account" experience is fragmented, making it difficult for users to track live statuses and bet history.
With 80% of high-volume users preferring desktop for complex live events, the goal was to redesign the account management flow to provide instant clarity and status visibility.
Desktop-first Bettors (80%)
Sports fans needing detailed data.
Esports Live Sports Casino Virtual Sports Live Casino
Design Process & Research
Competitive Research
Analyzed market competitors to benchmark existing solutions and identify critical UX gaps in the US landscape.
Secondary Research
Gathered contextual data on user behaviors, platform preferences, and complex betting patterns to inform early concepts.
Hypothesis
Formulated core assumptions mapped against business goals to drive the architectural redesign strategy.
Data Synthesis
Organized findings into affinity maps to understand relationships, define user intents, and determine design priorities.
Optimizing for the High-Stakes User
Interviewees prefer bigger screens for betting
Solved: Double Bets, Missed Events, Postponements
Instant status tracking on My Account page
Defining the Problem through Synthesis & Scenarios
Research findings were synthesized into three primary user intents. Understanding these data requirements allowed us to map critical interactions against chronological event statuses.
Check Account Balance
Check Event Information
Check Ticket Info
Scenario 1: The Double Bet
"You bet $50 on a football game. You want to do a double bet on the same game. What do you do?" This tested the ease of modifying active wagers.
Scenario 2: The Missed Event
"You missed your bet event, you would like to know what happened to your team." This highlighted the need for clear historical results.
Scenario 3: The Postponement
"A game is postponed for >24 hours. What would you do?" This tested how the system communicates status changes and refund policies.
01 / My Account
Consolidated personal details and security settings into a single, clean layout with clearer verification status and simplified profile editing.
Reduces account management friction and improves perceived security, making it easier for users to update information and protect their accounts.
02 / Deposit
Simplified payment selection with clearer method grouping, quick amount presets, and real-time total calculation to reduce friction during top-ups.
Speeds up deposits, minimizes errors, and creates a smoother reload experience — helping users move from intent to action faster.
03 / Withdrawal
Introduced method comparison (speed + fees), added transaction summary preview, and clarified balance eligibility before withdrawal.
Builds trust by making fees and processing time transparent, while helping users confidently complete withdrawals without surprises.
04 / Bonuses
Centralized active bonuses and available rewards into one dashboard, adding progress tracking, expiration visibility, and clearer call-to-actions.
Makes bonus requirements easier to understand, reduces confusion around wagering progress, and encourages continued engagement by clearly showing what’s available and what’s next.
05 / A Unified Experience
Consolidated fragmented tracking features into a streamlined, high-performance betting interface.
The final delivered interface successfully transformed a fragmented account management system into a streamlined, high-performance betting tool tailored for the desktop-first user base.
06 / Transactions
Redesigned transaction tables with filters, status indicators, and searchable records for deposits, withdrawals, and bonuses.
Helps users quickly audit their financial activity, resolve issues independently, and feel more in control of their money flow.
07 / Help Center
Introduced category-based navigation and prominent live support access to make answers and assistance easier to discover.
Reduces support friction by guiding users to self-service first, while keeping human help immediately accessible improving overall support satisfaction.
