betCollab

betCollab is a sports betting affiliate platform built from the ground up. Alongside a partner, we created the brand and led the UI/UX design with a long-term vision: to develop a design system we could license or adapt for betting companies in need of modern, scalable design resources — leveraging our combined expertise in both the betting industry and global streetwear branding.

I then took the design system further than static screens: using Claude Code and an AI-assisted workflow, I built it out into a fully operating sportsbook platform — translating Figma components and tokens directly into production code for a live, interactive product.

The challenge was to create a flexible design framework that could adapt across multiple partner brands, communicate clearly in a highly competitive space, and meet strict compliance standards — all while delivering a polished, modern look and feel. We also wanted the design system to be modular enough to rebrand and scale for future collaborations and commercial use.

• Build a premium, adaptable design system suitable for use across multiple betting brands
• Position betCollab as both a functional affiliate platform and a product design partner
• Craft intuitive user journeys that improve conversion and trust
• Deliver a distinctive visual identity inspired by both modern UI and global streetwear culture
• Ensure full responsiveness, accessibility, and brand scalability

• Conducted competitor research (e.g. Bet365, Ladbrokes, Paddy Power) to identify user expectations and interface patterns
• Created brand foundations including colour, typography, and layout that could be quickly restyled via tokens and variables
• Built a component-based design system in Figma with style variables to support fast theming and partner customisation
• Wireframed and built the complete UI covering the sportsbook, betslips, and account pages

We launched a responsive, modern affiliate platform with a design system ready to scale. The system enables quick onboarding of new partners with branded experiences, while maintaining UI/UX consistency. Crucially, I used Claude Code and an AI-driven build process to turn that design system into a fully operating sportsbook platform — proving the system works end-to-end as a real, shippable product, not just a Figma file. Our combined knowledge of betting product design and visual storytelling, paired with this AI-assisted delivery, positions betCollab as a unique blend of usability, culture, and speed to market — a strong base for commercial partnerships with sportsbooks and betting platforms seeking modern design solutions.