Alejandro Hernández
Company
Genius Sports
Type
Live Betting & Streaming Platform
Role
Senior UX Designer
Year
2022–2025
Sports bettors were forced to split their attention across multiple screens, watching a live game on TV or a separate app, while keeping their sportsbook open on another device.
Many operators offered only data visualizations as a substitute for live video, leaving users without real visual context when making time-sensitive decisions.
I led UX end-to-end as the sole designer at the start of the project — from early concept explorations and user research through to high-fidelity design, UI Kit, prototyping, developer handoff, and post-launch QA. I also mentored a mid-level designer who joined to help scale the UI Kit across sports and platforms.
We started with discovery interviews with both casual bettors and experienced ones, exploring which markets they preferred, what data influenced their decisions, and how they consumed live games.
A competitive benchmark confirmed the gap: existing products lacked low-latency video, real-time markets, or player-specific bet types all in one place.
From there, the core design challenge was fitting a live stream, betting markets, real-time stats, and bet tracking into a single screen without overwhelming the user or interrupting the game.
Every layout decision had to serve one goal: let the user watch, decide, and bet without ever leaving the stream.
Touch-to-Bet: Tap any player on the live stream to instantly access their stats and place a bet, without leaving the video.
Personalised Bet Tracking: Follow active bets in real time while continuing to watch the game.
Contextual Market Recommendations: User preferences surface relevant bet suggestions based on what's happening in the game.
Integrated Betslip: Place and manage bets directly within the stream, removing the need to switch between apps.
To support BetVision's expansion beyond NFL to soccer, basketball, tennis, and more, the UI Kit had to be built for scale from day one, adapting across iOS, Android, and desktop without requiring a full redesign per sport or operator.
Results
110% increase in BetVision streams year-on-year
Available across 5+ sports
NFL, Soccer, Basketball, Tennis, and Competitive Gaming, with hundreds of leagues including Serie A, Ligue 1, and the NBA
Won 2 awards, nominated at a few more, and continue being noticed
Nominated at Hashtag Sports Awards 2025, Sports Business Awards 2025, and SBC Awards 2024 across five categories including Live Betting Product and Sportsbook Supplier of the Year.
Created with love in Medellín Colombia
2026