Summary

I led the design of Sportradar’s first real-time programmatic marketing platform—a 0→1 MVP that helps sports betting operators launch campaigns faster, reach fans more effectively, and scale with confidence. Working in a startup-like environment within a global corporation, I introduced lean UX practices, led cross-functional collaboration, and built a scalable design system that continues to power future products. The MVP received strong user validation in live workshops and global expos, laying the groundwork for a long-term product vision– Covid-19 disrupted planned launch.

• Built and launched a usable MVP under extreme ambiguity and speed

• Established the design system to support future scalability

• Validated and iterated through live customer workshops in Vienna, Moscow, and ICE London

• Created alignment between business, design, and development through lean, agile UX

Context

Sportradar turns sports data into value for businesses—powering everything from integrity services to real-time stats and brand activations.

As sportsbooks faced increasing regional competition, Sportradar ad:s offered a tailored marketing solution, helping betting operators acquire and retain customers through data-driven, automated advertising.

How does it work?

It relies on three core components:

1. Rich fan data – Aggregated from diverse online sources to capture preferences and behaviors.

2. Real-time programmatic platform – Optimizes objectives, targeting, budgets, and messaging on the fly.

3. Efficient publisher network – Connects ads to key audiences through cost-effective, high-impact channels.

The Situation

Sportradar wanted to launch a marketing automation platform tailored for sports betting operators—but the new department had no product structure, no design team, and a tight MVP deadline. I joined as the first and only designer, expected to drive product clarity, stakeholder alignment, and deliver a working MVP from scratch.

The Challenge

• Lack of defined requirements or working prototypes

• Inconsistent design practices and no shared design language

• Development already underway with no design direction

• Stakeholders rapidly shifting priorities and feature expectations

Other Sportradar products (at the time) with different styles.

My Approach

To move quickly and reduce risk, I implemented a lean UX and agile delivery approach, focused on shared understanding, fast iteration, and frequent feedback:

• Mapped user journeys and designed task models with product leadership

• Facilitated ideation and story mapping with technical and commercial teams

• Sketched, wireframed, and prototyped key flows to align stakeholders and devs

• Conducted two rounds of high-impact user workshops (Vienna & Moscow) to validate core flows and gather qualitative insights

• Partnered with sales to demo the MVP at ICE London, gaining early traction and customer interest.

Design System

To support scale and consistency, I built a foundational design system in Figma using atomic design principles—later evolving it into a more mature, skinnable framework synced with Storybook and Vuetify. The system included:

• Reusable components, states, and patterns

• Shared documentation in ZeroHeight for internal and external teams

• Improved handoff workflows to reduce dev time and inconsistencies

• Cross-product consistency in structure, creation flows, and layout logic

Iteration & Impact

We iterated on the product in two phases, collecting feedback from:

• Internal sales and marketing teams, offering insight into client expectations

• Trusted clients in workshops, helping us refine the UI and prioritize functionality

• Live demos at ICE London, validating the product’s appeal to a wider audience

Key improvements included:

• Simplified campaign setup flows

• Modular navigation and dashboard widgets

• Unified design tokens for consistency across new marketing products

Results & What I Learned

• Successfully launched MVP in <3 months under ambiguity and pressure

• Created alignment and momentum for design within a newly formed department

• Built a scalable design system that accelerates future products

• Validated the product direction with real customers and international events

• Learned that momentum beats perfection—the faster we shipped, the better we understood what mattered

Some screens from the marketing platform, including the Dashboard…

Audience insights to help target relevant user segments…

Creatives management, including custom templates, dynamic AI driven templates, static, etc.