case study: introducing live horse racing feature

designing a live horse racing betting feature meant handling fast-changing real-time data under high user pressure. the challenge was to surface the most decision-critical information and present it clearly, enabling quick, confident choices while minimizing stress and decision anxiety

the scope included:

• competitive analysis of real-time betting products to benchmark usability and data presentation
• user interviews to identify key factors influencing customers' decisions and to understand which domain-specific terms were immediately clear in high-pressure contexts

designed live betting flows and information architecture, prioritizing critical data, real-time updates, and clear visual hierarchy for one-glance comprehension.

• observed users placing bets mid-race to uncover stress points, attention focus, and discoverability issues
• making design improvements including progressive disclosure and color-coded real-time signals for faster, more confident decision-making

• while moderated interviews are time-consuming, they provide the best in-depth qualitative insights for complex projects
• observing users in realistic conditions uncovers pain points invisible in standard usability tests