Ross Phelps

Service / UX / Design Leadership


  • Jun 10 - May 12
  • London, UK
    Montreal, CA
  • Perm

Bodog Europe, Design Lead.

Bodog are the largest gambling company in the United States, on Super Bowl Sunday they process more transactions than a small bank. With a database of 10 million+ users playing sports, slots or casino the US.

Covering both the European and North American markets my role as Lead Designer involved creating experiences and content across acquisition, retention and in-play functions. With exposure to brand improvements I was able to facilitate brand focused workshops, with some of the most senior people in gambling. Curating multi-channel campaigns for real world, web and media.

I developed a betting experience for real word locations at multiple football grounds, used by thousands of customers. I also introduced data capture for service feedback, this required location, service interaction and customer research. Working to leverage sponsorships to the maximum of their value.

Betting Booths

One of my passions is football. Through Bodog’s sponsorships I was able to see how clubs operate behind the scenes from a commercial perspective, as well as going to every game. Bucket list ticked.

World GP

I produced brand guidelines for multiple territories, my favourite being the UK market. This was my first opportunity to work Internationally across the US, Europe and the start of an emerging Asian greenfield. Through creative direction my campaigns connected with my audience through digital, print and real world experiences on a global and local level. You can see examples of my work below.