Caesars Palace
Improving bet discovery and navigation across a large and complex sportsbook
Staff Designer
ROLE
Native & Web
PLATFORMS
BACKGROUND
At Caesars Sportsbook, customers had access to thousands of live and pre-match markets across multiple sports, leagues, and bet types. While breadth was a competitive advantage, it also introduced friction: users struggled to efficiently discover relevant bets, navigate market hierarchies, and place multiple selections within a single session.
The opportunity was not to add more content, but to make existing inventory easier to find, combine, and act on.
EXAMPLE OF COMPETITION & SPORT PAGES
The Problem
Despite the breadth of available markets, customers struggled to efficiently discover and combine bets. Three structural issues limited engagement and multi-bet behaviour:
🧭
Too Many Steps
Most pages only showed basic options. Finding anything else required repeated back-and-forth navigation.
👓
Hard to Scan
Options were shown in long, unstructured lists, making it difficult to quickly spot what mattered.
🎨
No Visual Guidance
The design felt flat and uniform, making it harder to prioritise information and act confidently.
The goal was to reduce friction, improve scanning, and make it easier for customers to build multiple bets in a single session.
Rather than redesigning everything, the focus was on restructuring content, improving hierarchy, and strengthening visual guidance.
IMPROVED MARKET NAV ON SPORT, COMP & EVENT PAGES
RETHINKING MARKET DISPLAY
Previously, all betting options followed the same layout, creating long pages, excessive scrolling, and limited flexibility in how options were ordered or explained.
Multiple display patterns were introduced to better suit different types of bets; reducing vertical space, improving clarity, and giving publishing teams more control over structure and prioritisation.
EXAMPLE OF EXISTING MARKET STRUCTURE
Single Row
Compact layout for browsing options without increasing page length.
Multi Row
Grid layout surfacing multiple selections for easier comparison.
Single Row
Compact horizontal layout for browsing many options without increasing page length.
Multi Row
Structured grid layout that surfaces multiple selections simultaneously for easier comparison.
SCROLLING MARKET TEMPLATES
EXAMPLES OF COLUMN MARKETS FLEXIBILITY AND DENSITY
Visual Redesign & Content Structure
Redesigned key pages to introduce clearer visual hierarchy and structure.
Team and league branding was used to separate navigational content from betting options below, while a card-based layout grouped related content into distinct sections — improving scalability and overall clarity.
EXAMPLES OF LEVERAGING TEAM IP TO ADD VISUAL INTEREST TO UI
OUTCOME & IMPACT
Within 30 days of full rollout, engagement improved significantly across sport & competition pages. Customers were more likely to add selections to their betslip earlier in their journey, reducing friction and encouraging multi-bet behaviour.
+12.05%
BetAdd Rate — Comp Pages
+29.62%
Bet Add Rate — Sport Pages
+2.45 pts
Comp Share of Total Bets
+1.55 pts
Sport Share of Total Bets
+3.5% YoY
Bets Per Customer
80s → 70s
Median Time to Bet Placed
Structural improvements to discovery and hierarchy translated directly into measurable gains in engagement, efficiency, and sustained betting behaviour.
COMPETITION PAGE EXAMPLE
GAME PAGE EXAMPLE
SPORT PAGE EXAMPLE
Will Loveland
EDINBURGH, SCOTLAND
4°C