Alberd

Admin dashboard for iGaming industry

View

Contact

Industry

iGaming
Online Gambling

Deliverables

UI/UX
Prototyping

Platforms

Web and Mobile

I designed an intuitive design tool that allows users to easily create customized signage boards tailored to their specific requirements.

The Client

Betsson Group is a major international iGaming and online gambling company — meaning it provides digital betting and gaming services such as casino games, sports betting, poker, and other online entertainment products. It operates through a portfolio of well-known brands and is listed on the Nasdaq Stockholm stock exchange as Betsson AB.

Business need

Betsson Group aimed to revamp its web and mobile platforms across both customer-facing and admin experiences to modernize the interface, improve usability, and ensure consistency across devices. The business needed simplified journeys, clearer information architecture, and scalable workflows that could support global operations, regulatory compliance, and future feature expansion. On the admin side, the focus was on enabling faster, more confident decision-making through improved data visibility and efficient tooling.

Example – Provider Mapping Manager  Within the admin dashboard, tools such as the Provider Mapping Manager were outdated and inefficient. Traders faced a time-consuming and error-prone process when assigning odds providers to SportsBook event phases due to poor visibility, complex workflows, and unclear information hierarchy. This lack of transparency and modern interaction design slowed operations, increased cognitive load, and directly impacted productivity and decision-making speed.

Below image is the existing Provider Mapping Manager experience showing poor information hierarchy, excessive scrolling, and lack of search or filtering capabilities.

My Role & Design Solution

As the UI/UX Designer, I led the end-to-end design of the interactive platform. My goal was to make it simple enough for beginners while still powerful for advanced users.
Key design contributions included:

Design canvas: Built a drag-and-drop editor where users can arrange text, icons, and shapes in real time.
Live preview: Added instant feedback so users could see colors, brightness, and effects as they designed.
Design system: Created reusable building blocks to keep the product consistent and easy to expand later.
User flows: Simplified steps for signing up, saving, and exporting designs so users wouldn’t drop off.
Cloud-ready UI: Shaped the interface to work smoothly with the new cloud-based backend.

Impact & Results

I redesigned key admin workflows with a user-centric, scalable approach focused on clarity, efficiency, and speed. The updated experience improved task completion time, reduced errors, and enhanced data comprehension across complex operational tools. The new design system and interaction patterns supported consistency across platforms while enabling Betsson to scale confidently across markets and future product enhancements.

Below image is  the redesigned Provider Mapping Manager introduced streamlined workflows, clearer provider-to-event relationships, and improved information visibility. Features such as advanced filtering, new data columns, and intuitive mapping controls allowed traders to quickly identify, assign, and manage providers with confidence. As a result, traders were able to work faster, reduce operational errors, and make better-informed decisions through a transparent and modern dashboard experience.

Screens

This section presents a collection of key UI screens designed across multiple workflows and features. Together, they reflect a consistent design language, clear information hierarchy, and thoughtful interaction patterns aimed at simplifying complex tasks and improving overall usability across the platform.

Conclusion

To be done

Conclusion

The Provider Mapping Manager redesign represents just one part of a much larger ecosystem of workflows I worked on for Betsson Group. Beyond this feature, I contributed to multiple complex admin and customer-facing flows across the web and mobile platforms, addressing diverse operational, usability, and scalability challenges. Each solution was driven by a deep understanding of user needs, business goals, and regulatory constraints within the iGaming domain. Together, these efforts helped modernize Betsson’s digital experience, improve operational efficiency for internal teams, and lay a strong foundation for future product evolution across global markets.