A UI/UX redesign of an online sports betting and casino platform, to improve usability, navigation and the overall experience while keeping the interface engaging and trustworthy.
Figma
AdobeArena 365 is an online sports betting and casino platform, redesigned from research through to an interactive prototype. This case study follows the whole process: who the users are, what competitors do, and how those findings shaped the final screens.
A step-by-step process, from understanding what users need to refining the final solution. Each stage shows the research, decisions and iterations behind the experience.
Five stages, one focus. The customer journey runs from awareness and registration to placing a bet, tracking it, and coming back for rewards. Placing a bet is highlighted, because it is the moment the product has to get right.
A foundation for the rest. As a result of this research, everything needed to set the foundation of the project was gathered in one place.
What stood out. Three problems came out of the research, shown here with the share each one represented. The biggest was simply finding the right match or market quickly, especially during live events.
Difficulty finding relevant matches, leagues, or betting markets quickly, especially during live events.
Lack of clear insights or statistics to help users make confident betting decisions.
Confusing bet slip and odds presentation, causing mistakes or hesitation before placing bets.
Mobile-first sports fans. Arena 365 mainly serves sports fans who bet during live events and major tournaments, and who do it on a phone.
Three kinds of users, one main type. The research concluded that the primary user belongs to Generation Z. They prefer fast, intuitive and easy-to-use digital experiences, and they value clear navigation, quick actions and finishing tasks in few steps.
Young sports fans who actively follow football, basketball and esports. They are highly engaged during live matches and prefer quick, mobile-friendly betting.
Regular sports followers who bet more strategically. They rely on match statistics, odds comparison and promotions to make informed decisions.
More analytical users who bet less often but with higher stakes. They prefer detailed insights, historical data and reliable platform performance.
Four leading platforms. Stake, Parimatch, 10CRIC and Melbet were compared on six features, to draw conclusions relevant to the product.
A split in payments. Stake is the only one with crypto payments and the only one without local payments. The other three are the reverse. Arena 365 offers both: local wallets by region, and crypto for international players.
| Features | Stake | Parimatch | 10CRIC | Melbet |
|---|---|---|---|---|
| Crypto payments | Yes | No | No | No |
| INR / local payment | No | Yes | Yes | Yes |
| Focus on cricket | Med | Yes | Yes | Yes |
| Live betting | Yes | Yes | Yes | Yes |
| Mobile app | Yes | Yes | Yes | Yes |
| Promotions and bonuses | Yes | Yes | Yes | Yes |
Surveys and interviews. The qualitative research focused on understanding who the users are, with two open questions about frustrations and how betting compares to other products they use.
Four yes or no questions. Do you use live betting while watching a match? Is it easy to place a bet on your sport? Is it clear how to deposit and withdraw? Do you feel confident the odds are fair? The rings show the yes and no split for each.
An empathy map. Alongside the numbers, it captures the human side: wanting faster withdrawals, doubting whether the odds are the best, and feeling frustrated by confusing interfaces.
Six recommendations. The research ended in six clear directions for the information architecture, from a simple sports navigation to personalized recommendations.
"I want faster withdrawals."
"The app should be simpler."
"I like platforms that give bonuses and free bets."
"Am I getting the best odds?"
"Is this platform secure?"
"Will I easily be able to withdraw my winnings?"
Compares multiple betting platforms, places bets during live matches, checks odds frequently, uses mobile apps, and engages in live chat or forums for tips.
Excited when winning bets, anxious about losing money, frustrated with confusing interfaces, motivated by bonuses or promotions.
A site map for the first mobile version. Four areas sit around the center: Sports with In-Play and Upcoming, My Bets with Active and Settled, Casino with seven categories, and Profile, which holds KYC, history, loyalty, help and legal pages.
A user flow from the first screen. Onboarding leads to sign up, log in or password recovery, then Home. From Home, a player can go to Casino, Sports, Deposit, My Bets or Profile, and Deposit continues through adding money or a bank account to the payment method.
Each problem found in the research has an answer on the screens below.
Discoverability comes from a structured navigation, not from search.
Players see more before they decide.
Odds, stake and return are shown together, and mistakes are prevented.
The region comes first. It decides which local wallets show up, so the deposit screens later only offer what works. International players get crypto only, and the screen says so before they choose.
One main action on the welcome message. Deposit Now is the loud button, with a note that the first deposit needs no KYC. Cricket Bhav and Play Casino sit below as quieter choices.
No long pitch on the landing page. A scrolling wall of short promises, like fast payouts and 24/7 support, leads to a single button.
Fewer decisions, familiar logos. Players type an amount or tap a quick-add chip, from ₹500 up to ₹5000. Payment methods open as large logo buttons, because people recognize their payment app faster than they read its name.
The tabs change with the region. Add Crypto only appears where it applies, so no one sees an option that won't work for them.
Withdrawals explain themselves first. Money goes back to the account used to deposit. The screen says that before the player picks an account, and shows the limit for each method.
The sports home is built for scanning. Pick a sport, switch between In-Play and Upcoming, and read the odds in a grid. Cricket gets its own markets, like Winner, Total 4s and Total 6s.
The bet slip lives at the bottom. As soon as a player picks a bet, a green bar docks to the bottom edge and expands upward. It handles single and multiple bets, quick stakes, and shows the potential win in green. If the stake is more than the balance, the main button becomes Deposit to Place Bet.
Match pages show every market. A live score timeline and venue details sit on top, and each market is its own card. A star pins the ones a player cares about.
A ticket with a status. Each bet is a card with a perforated edge and its status in the corner, so it reads as something you hold, not a row in a table.
Multiples fold away. A Hide Legs toggle tucks the legs behind one line, and each leg shows its own result, Won or still live.
The number is on the button. When a cash out is available, the amount is in the label, so the player sees it before they tap. The bet ID sits right there with a copy icon.
Progress you can see. The cash back program shows how far the player is toward the next tier as a number, 12,000 of 20,000. The next tier stays visible but locked, so what's ahead is clear.
A casino lobby for browsing. A promo banner, search, category tabs, then rows of providers and games that scroll sideways.
