Bettabets is a gambling operator in South Africa presented mainly offline before the pandemic, focusing on offering the best experience in the retail spaces. However, caring for its customers, in 2020, Bettabets decided to transfer this experience into a safer environment.
Research, UI-UX, Art direction
Funny fact: gambling in South Africa differs from traditional markets as it is a young industry that was strictly prohibited during the apartheid up to 1994. What does it mean for design? An opportunity to create new user habits and implement new ideas.
New ideas come from research and observation – we re-applied the bexst offline practices and nature inspiration to the new website.
The same screen can be structured in many different ways, but only some would deliver the message and make the interactions seamless. Therefore, nailing down a good interface structure is an essential part of product design.
While the main aim was to keep the flow simple and reimagine the betting flow turning it into a simple and intuitive game, the wireframing process itself wasn’t simple, although it also reminded a game.
As the wireframes were ready, we focused on combining the offline brand guidelines with the digital solutions and, based on that, setting the design system. Ditto, the goal was to create an image with a strong appeal.
The main page is made to resonate with users’ moods, creating excitement and still explaining what is going on.
Lotteries are classics in terms of gambling — most of the adult population participated in some kind. In South Africa lottery betting is complex and popular.
While digitalising it, the proviso is to keep it simple — lottery games should stay no-brainers. Like, in this case, the bet basket gives users the possibility to gather all the desired combinations and bet in one click.
Betting on soccer often seems overcomplicated. Simplifying it means lowering the entry point — giving opportunity to gain the love off newcomers.
No need for extra transitions to the match page — markets and odds are readily available right in the lobby.
Keeping track of all the past and upcoming bets and transactions are made easy.
Observe, deposit, withdraw, exchange — one place and few clicks to do it all.
It is essential to make finding answers or contacting support extra easy as no one like the stress.
Quick navigation through the main topics of interest may save a lot of money that would be otherwise wasted on support team.