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. A responsive base sportsbook template was developed to serve as the foundation for all clients — scalable, modular, and easily rebranded for fast deployment.

FSB delivers white-label sportsbook and casino platforms to betting operators globally. 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.

As Senior Product Designer, I led end-to-end design efforts across FSB's digital ecosystem, with a primary focus on building a scalable design foundation supporting rapid client onboarding without sacrificing quality or user experience.

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. Partnership with product teams and client stakeholders uncovered behavioural insights — including the importance of speed, clarity of odds, and ease of navigation.

A comprehensive design system unified the user experience across web, native, and retail platforms. A responsive base sportsbook template served as the foundation, allowing partners to maintain a unique brand presence while benefiting from a consistent UX architecture.

Key features 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

Figma introduced a major update replacing traditional style swapping with a native variable system. The team adapted quickly by integrating the new variable functionality to support token-based theming — enabling more robust and scalable colour and font swapping while reducing reliance on third-party tools.

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.