Overview
At OddsShopper, I designed Tails™, an all new subscription platform product in the sports betting space that I took from 0-1 as the sole designer. We saw an opportunity in the field to capture a large market share by providing a product that not only met the needs of the betting experts and stepped up where competitors were falling short, but also provided a fun and engaging environment for casual bettors (subscribers) to visit on a regular basis for access to sports betting content from their favorite experts.
Problem Space
Before Tails™, bettors often relied on insufficient subscription platforms, social media or word-of-mouth to find expert bettors, which made credibility questionable and difficult to verify. Meanwhile, expert bettors had limited tools for selling their picks and struggled to build sustainable businesses.
Our goal was to design a platform that:
Made it easy for subscribers to discover and follow vetted experts.
Gave experts control over how they present their offerings and monetize their content.
Created a transparent, reliable system that benefits both sides.
Research
Due to an extremely tight timeline, I worked through some rapid research methods. To understand both user groups, I conducted interviews with both Insiders and Users, analyzed competitor platforms, and mapped existing user journeys.
Interviews
Utilizing a general user interview approach, I wanted to explore the needs of both Insiders and Users. I conducted several interviews and conversations with the respective groups and came away with a few key insights:
Transparency builds credibility: Insiders needed their past bet picks displayed in a way that reinforced authenticity and ensured there was no deceptive practice.
Friction kills adoption: Both groups needed simple, streamlined subscription, onboarding and navigation.
Delivery speed matters: Because betting lines shift quickly, subscribers expected instant access to picks.
These insights became guiding principles for the foundational designs.
Competitive Analysis
Comprehensive SWOT | Positive | Negative |
|---|---|---|
Internal | Strengths
| Weaknesses
|
External | Opportunities
| Threats
|
Strengths
OddsShopper's suite of data-driven betting tools are widely known to be utilizing the most intelligent data and algorithms.
The existing subscriber base is loyal and eager to continue using the platform's vetted and trusted methods for smart sports betting.
Our content team has built a sizable following outside of OddsShopper's data-driven tools.
Weaknesses
The path to building a brand new subscription platform for expert bettors to sell their picks and content is daunting giving the fact that the entirety of the existing suite of tools was solely focused on data-driven tools that deliver various forms of bets directly to the user.
Opportunities
Infinite scroll is a concept that had not been introduced by any direct competitors. This social media feature has become a norm in most people's lives and could be a huge advantage over competitors.
As learned in expert interviews, direct competitors had many issues with unfavorable contracts and confusing or misleading onboarding experiences.
Threats
Potential users have become extremely familiar with direct competitor interfaces and product experiences. Converting them could be tougher than expected.
Many widely-known experts signed contracts that included a non-compete clause which will increase adoption time.
Design Approach
I approached the project as a two-sided marketplace, making sure each persona had tailored but connected experiences.
For Subscribers:
Easy discovery of experts through profiles and quick browsing and search functionality.
A clean subscription process with clear pricing.
Fast access to picks via notifications and an organized feed.
For Insiders:
Intuitive onboarding to create a profile and set subscription pricing.
Tools for publishing picks quickly and reliably.
A dashboard to manage subscribers, track revenue, and view performance.
The overarching design principle was clarity: subscribers needed confidence, and experts needed control.
Key Features I Designed
Pick Delivery & Presentation
I designed a notification system that sent picks instantly while storing them in a structured, social media geared feed so subscribers never missed a bet.Subscription Flow
The checkout experience minimized friction by surfacing pricing clearly and enabling quick follow decisions.Insider Onboarding & Setup
Insiders needed a clean and concise onboarding flow that smoothly guided them through setting up a successful Insider profile, including everything they needed to capture subscribers.Insider Profiles
Each Insider profile showcased pick history, offerings and pricing options. This gave subscribers the transparency they needed to make informed choices, while giving Insiders a way to demonstrate credibility.Posting Picks
Insiders could quickly post new content using elements of their choice including text, images, and links. These posts could be designated for free followers, paid subscribers, or both.Insider Profile & Account Settings
Each expert profile showcased win rates, betting history, and pricing options. This gave subscribers the transparency they needed to make informed choices, while giving experts a way to demonstrate credibility.
The result was a cohesive platform that positioned Tails™ as a trusted marketplace for sports betting picks. Early adoption showed:
Strong engagement from subscribers who valued transparency.
Positive feedback from Insiders who appreciated having business tools that were previously unavailable.
More importantly, Tails™ created a scalable framework where trust and usability fueled growth on both sides of the market.
Picks Feed
A clear, familiar UI modeled after a typical social media feed. This allowed users to scroll through premium content as well as free content, with smart filters allowing them to find exactly what they were looking for.
Insider Profiles
Engaging profile pages that clearly laid out the offerings of each Insider with clear and concise pricing, ensuring there was full transparency into what the subscribers would be paying for.
Subscription Flow
A simple flow that made it easy for users to purchase a subscription to the Insider of their choosing. Offerings and pricing are clearly presented throughout the entire flow.
Posting Picks
An easy-to-use feature that allowed Insiders to post content directly from OddsShopper's tools, or a completely custom post made up of a text field and imagery. They could apply these posts to individual packages or choose to make them a free post.
Takeaways
Designing Tails™ taught me the complexities of building for a two-sided marketplace. I learned how important it is to balance business goals with user trust — especially in industries where credibility is everything.
If I were to continue iterating, I’d explore adding community features that encourage interaction between experts and subscribers, as well as social sharing tools to help experts grow their audiences organically.
This case study highlights my ability to:
Solve for multiple user personas within one platform.
Prioritize trust and transparency in UX design.
Deliver practical tools that drive business growth.