Ross Phelps

Service / UX / Design Leadership


  • Feb 14 - Sept 14
  • London, UK
  • Client Side Contract

Sportingbet (GVC), Senior UX Designer.

Sportingbet is a British online gambling operator, owned by GVC Holdings plc. The company was listed on the London Stock Exchange and was a constituent of the FTSE SmallCap Index prior to its acquisition by GVC.

I was hired as Senior UX/UI Consultant to deliver a full responsive redesign of native apps and responsive website. The project spanned across Sports Betting, Casino, Slot Machines and Live Interactive Games.


There were fundamental issues within the business and I found I was working within a micromanaged, stakeholder led environment with cultural of fear of failure. Product requirements and scope were defined at an executive level without customer consultation making SportingBet (GVC) my most challenging role to date.


Coaching stakeholders on the benefits on a solid information architecture and product taxonomy, I produced over 250 wireframes and then applied UI and brand. The output was visually appealing and useable, but still untested. The project was finally rolled out in 16 different languages across multiple territories.