Turning sports data overload into clarity

Flashscore has live scores, results, fixtures, statistics and news across dozens of sports, and more than 100 million people use it (it's well above that now). That's a lot of data. Users were overwhelmed, and the product team wanted to know what mattered most and how to show it fast.

I worked as part of an international research team. We ran mixed-method research with fans to map how people relate to sport and to betting: what they look for, when they look for it, what triggers them, and what gets in the way. Then we prototyped new screens and tested them.

What came out was an understanding of Flashscore's international users: personas, archetypes and mindsets, plus validation of page designs and the app's architecture. The A/B tests led directly to changes in the app and the website.

One finding I'd flag for anyone building for betting. Many people use an app like this to check scores and odds, to track their bets, and to see how much they've won or lost. Some use it to keep their spending in check. If you're designing for that, design for it on purpose.