Consumer subscription · 2021–2022
Built for the serious bettor. Redesigned for the fan becoming one.
Redesigning Edjsports.com
EdjSports is a paid sports analytics site — matchup data, odds, win probability, and editorial across five leagues. The original product was built for wager nerds. The redesign was built for every fan who was starting to cross that line.
Final result
Before / After
The before capture is still the homepage — in December 2021 it simply retitled itself for NFL season. Same URL, same box stack built for people who already lived in the numbers. The redesign kept the analytics for the serious bettor and added a visual register any sports fan would actually want to open.
Experience strategy
In 2021, legal sports wagering was exploding. EdjSports already owned the serious bettor — the subscriber who wanted EV models, win probability, and line context in one session. The old site was designed for that person. The growth opportunity was the fan crossing over: still here for the sport, starting to care about the wager. The redesign targeted that conversion without abandoning the core. Same data stack underneath. A striking visual experience any fan would love, with a content lifecycle that met fans where they were and moved with them as the habit formed.
What we wired in:
Site anatomy
The homepage scrolls on the left (desktop). Each callout pulls out a component and names the design call behind it.
Global chrome
The goal was parity. EdjSports had to work as the subscriber’s only sports site — what happened last night, what’s coming today, every league reachable without leaving. The scores bar and nav carry that at the top of every page. League order in the nav shifted seasonally: whichever sport was live got prominence.
Page hero placements
We built a diagonal brand element and carried it through the site. The angle reads as motion — sports action, betting tension. Win probability was the spine of our data; every game got a probability bar split along that diagonal. Odds, tip time, and matchup context lived in the same hero slot.
Every completed game got the same header: final score, records in team color, then comparative badges for gamification. Moneyline, spread, and over/under sat in the same band so you could read the result against the line without opening another view.
In-season
A deeper dive by design, with intentional redundancy. Recent matchups echo the scores bar so a fan locked onto one game gets another pass at the same information without hunting. Each card carries the same probability bars and odds rows, ranked by EV where the model saw opportunity. Rankings sidebar for context; headlines below for the story after the numbers.
Off-season
When there’s no live game to anchor the page, the layout shifts to picture-led news grids — one hero card, four smaller tiles, orange “View All” per league. We got strong clicks on storylines. The hierarchy was built for scanning: a large lead, supporting tiles, league headers that orient you before you read a word.
Same company, different product
At the same time we redesigned Football Outsiders, a dedicated football DVOA site. I led the full functional, UX, and UI redesign in a lean agile process — including off-season strategy built around FO40 draft analysis and the DVOA projection model. The result was a site that leveraged year-round football enthusiasm rather than seasonal interest.
