FSB – Sportsbook & Casino
As a Senior Product Designer at FSB, I led the creation of a comprehensive design system to unify the user experience across web, native, and retail platforms. I worked closely with cross-functional teams to ensure the system was scalable, accessible, and adaptable—laying the foundation for consistent, high-quality product experiences across FSB’s global offerings.
In addition to the design system, we developed a responsive base sportsbook template designed to serve as a foundation for all clients. This template was built to be scalable, modular, and easily rebranded—ensuring fast deployment across new partners while maintaining a coherent and intuitive user experience.
Core Skills: Competitor Research, Design Systems, Prototyping, UI/UX Design
Tools: Figma, UserTesting.com
🧩 Context
Client: FSB Technology (partners include Fitzdares, BetGoodwin, OlyBet, Paribet)
Platform: Web (Responsive), Native, Retail
Role: Senior Product Designer
Team: Collaborated with product owners, developers, and client stakeholders
FSB delivers white-label sportsbook and casino platforms to betting operators worldwide. The challenge was to design a unified yet adaptable product experience that could be easily customised for each partner’s brand and audience, while meeting the expectations of users familiar with top-tier platforms like Bet365 and Ladbrokes.
🧠 Role & Focus
As Senior Product Designer, I led end-to-end design efforts across FSB’s digital ecosystem. My primary focus was building a scalable design foundation that could support rapid client onboarding without sacrificing quality or user experience. This included aligning with stakeholders, guiding the product design vision, and collaborating across teams to ensure design consistency across web, mobile, and retail products.
🔍 Research & Discovery
User research was anchored in competitor benchmarking, analysing platforms such as Bet365, Paddy Power, and Ladbrokes to identify familiar interaction patterns and usability expectations specific to the betting industry. I partnered closely with the product team and client stakeholders (e.g. Fitzdares) to gather requirements, define key functionality, and uncover behavioural insights—such as the importance of speed, clarity of odds, and ease of navigation—critical for both new and experienced bettors.
🧱 Design System
I led the creation of a comprehensive design system to unify the user experience across FSB’s web, native, and retail platforms. Working closely with cross-functional teams, I ensured the system was scalable, accessible, and adaptable, forming the backbone for consistent, high-quality product experiences across global markets.
In parallel, we developed a responsive base sportsbook template to serve as the foundation for all client platforms. This flexible, modular framework allowed each partner to maintain a unique brand presence while benefiting from a consistent and proven UX architecture.
Key features of the system included:
- Figma variable-driven theming for fast partner branding using tokenised colour and typography systems
- Custom component support to accommodate each partner’s unique features
- Reusable patterns to speed up development while ensuring consistency and usability
⚙️ Design Challenge: Adapting to Figma’s New Variable System
While building the design system, Figma introduced a major update—replacing traditional style swapping and plugins with a native variable system for managing colours, typography, spacing, and more. This shift required us to restructure our system architecture mid-project.
We adapted quickly by integrating the new variable functionality to support token-based theming. This enabled more robust and scalable colour and font swapping, reducing reliance on third-party tools and improving long-term maintainability. It also allowed us to streamline how each client’s branding was applied across the product, without breaking the underlying design logic.
💡 What I Learned
Designing for a regulated, high-speed industry like betting requires balancing speed, flexibility, and trust. Building a robust design system and base template early on was critical for enabling fast, consistent client rollouts. Collaborating across teams—from developers to product owners to external stakeholders—was essential to delivering adaptable design solutions that felt unique to each client while maintaining a strong, user-centred foundation.
If you’re looking for design support or think I’d be a great fit for a role I’d love to hear from you.