Sportsbook App Overhaul

The problem

Tipico entered the US market against heavily funded incumbents and chose to compete on product quality. When I joined, Eilers & Krejcik ranked the app 12th overall — 17th in UX, 22nd in features — and called it “cumbersome.” Our own survey agreed: 52% of customers said the interface was worse than competitors’.

The core symptom was simple. Placing a bet was hard. Pick a sport, pick a game, pick an outcome — then get routed to a separate betslip page and lose your place. Building a parlay meant bouncing back and forth.

What I did

I ran product and design in tandem, with an OKR roadmap rooted in Mixpanel behavioral data. We instrumented session start, navigation, outcome selection, and bet placement so every change had a baseline: 17.8% session-to-bet conversion and a 3.4-minute median bet time.

The biggest unlock was turning the betslip from a page into a persistent drawer, available from anywhere in the app. We shipped it first as an A/B-tested MVP through GrowthBook (conversion 17.8% → 21.6%), then rolled out the full version alongside a redesigned home page, “My Leagues” navigation, richer event pages, a parlay builder, and a refreshed brand system ahead of the Ohio launch.

What happened

Conversion climbed to 25.1%, median bet time dropped to 2.3 minutes, and the next Eilers & Krejcik report ranked Tipico 4th in the industry — a third-party outcome we didn’t control.