Unibet Sports Betting & Casino
A Seamless Sports Betting & Casino Experience
Client:
Unibet
Category:
Product Strategy · UX/UI Design · Design System · Data & Analytics · User Testing · A/B Testing
My Role:
Lead Product Designer
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Registration Experience
I led the redesign of the Unibet registration experience, transforming a complex sign-up journey into a more streamlined and scalable onboarding experience across 9 brands: Unibet, 32Red, Maria Casino, Vlad Cazino, Bingo.com, Kolikkopelit, Casinohuone, Storspelare, and Otto Kasino.
Alongside the redesign, I maintained and evolved the shared multi-brand design system across all 9 products, ensuring a consistent foundation while supporting each brand’s unique visual identity, market requirements, and customer experience.
Through analysis of registration data, user behavior, stakeholder insights, usability testing, and A/B testing, I identified key friction and drop-off points throughout the journey. I translated these insights into targeted UX improvements, including optimizing the placement and visibility of bonus offers, while creating a flexible experience that could scale across multiple brands and markets.
Why are we doing this
The registration journey had evolved into a complex, multi-step process across 9 brands, with differences in how users were introduced to bonuses, responsible gaming requirements, personal information, verification, and payment.
The opportunity was not simply to redesign the interface. It was to understand where users were experiencing friction and how the registration journey was performing against key business metrics.
One area we investigated was the position of the bonus offer. Although the bonus was an important acquisition tool, presenting it too early could distract users from the primary goal: completing registration.
I worked with stakeholders and the data team to understand whether the existing bonus placement was helping conversion or creating unnecessary cognitive load.
How Do We Solve it?
Identify the Drop-Off
We analyzed journey metrics and found a significant drop-off early in the registration flow, particularly around the placement of the bonus offer.
To understand why, we conducted usability testing on the existing experience and explored how users responded to the bonus at different points in the journey.
What We Learned
The research revealed that presenting the bonus too early introduced additional decision-making at a critical point in registration. Instead of helping users move forward, the offer created hesitation and competing priorities.
We also identified market-specific challenges. In some markets, age and compliance requirements added friction to the early stages of the journey, contributing to higher bounce rates.
Design Decision
Based on the findings, we moved the bonus offer toward the end of the registration journey,after users had completed the core account setup.
This allowed us to prioritize registration first and promotion second, creating a more focused experience while still giving users visibility of the bonus at a more relevant moment.
Opportunity
Enhance the registration experience by reducing friction, simplifying key steps, improving compliance guidance, and repositioning the bonus to a more relevant point in the journey.
“Mia brings clarity to complex product challenges. She turns ambiguity into thoughtful, user-focused solutions and collaborates seamlessly with stakeholders and engineers to move projects forward.”
Player-Coach Product Designer Leader
Thomas Minarik
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