Overview

As a new startup in the matched betting space, Laidback Bet introduced an innovative approach, but user sign-ups were low. A complete redesign in just three weeks helped drive conversions and attract paying customers.

Goal

Attract paying users to meet investor goals and scale the platform’s services and features as the product grows.

Discover

As the team’s new designer, my first step was to collect data and find the reason why the product wasn't performing. 25-person survey and five online user interviews helped me to gather the most relevant insights.

Key Insights from Discovery

• Users were unsure how to proceed and needed stronger guidance to complete tasks.
• The was no "brand" so the product felt like an early prototype.
• Trust was low. 90% of participants thought this service is a scam.

Outcome from Discovery


Focus on the user flow: The first step was to target the user flow. By involving the product owner as much as possible and using the test results as a guide, we were able to achieve new a well-thought-out process.
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I collaborated very closely with the development team to create the new user flow, ensuring each step was aligned with the developers for both technical feasibility and timeline adherence. This streamlined the product cycle and ensured deadlines were met.

Make the product more approachable: A new name, logo, color palette and modern typeface would not only help attract the desired target audience, but also give the product a more approachable and positive personality.

This refreshed identity made the product feel more polished and complete, helping convince new users of its reliability and credibility.

Deliver

As a result, we created a more transparent and trustworthy experience across all devices. Along with the new design, I took the initiative to rewrite the majority of the instructions and simplify and unify the help sections.

Due to the highly individualized number of work steps required for successful completion, the automatic creation of quotations for the second round of the MVP was out of the question. In close collaboration with the product owner, I designed a simple Quotation Builder that significantly reduced manual work.

Impact & Results

After the relaunch, the first five-figure sum was reached quickly and the second major milestone was achieved. Due to legal changes in Germany, the project was cancelled at the end of 2025.