Unibet Registration
A registration mini‑app for five markets, four brands
Designing a flexible, compliant sign-up flow that could scale across regulated gambling markets — from Norway to New Jersey — without fracturing into siloed, unmaintainable codebases.
Every market wanted its own registration. That wasn't sustainable.
Online gambling companies operate in some of the most heavily regulated digital environments in the world. Each jurisdiction — Germany, the Netherlands, New Jersey, Norway — carries its own licensing rules, identity verification requirements, age-gate thresholds, responsible gambling obligations, and mandatory disclosures.
The existing approach was a patchwork: each market had been built out separately, with shared logic copied and diverged over time. Onboarding a new market meant months of custom engineering. Updating a legal clause meant touching four codebases.
"How do we build one registration system that feels native to every market — without a single compromise on compliance or conversion?"
As Product Design Manager, I led a cross-functional team of product designers, UX researchers, and product writers to design a modular "mini-app" architecture: a baseline flow that worked everywhere, with market-specific steps slotted in as required.
Five markets. Four brands. Three breakpoints.
Before designing anything, I led the team through a structured discovery phase — mapping every regulatory and UX difference across our target markets, and identifying which requirements were truly market-specific versus which had been duplicated unnecessarily.
Each brand applied its own visual language on top of the same structural foundation — requiring brand-agnostic components that could be skinned without any layout changes.
Baseline first. Then extend.
I directed the team to design the Norway baseline to exhaustive completeness before touching any market variant — every state, breakpoint, error condition, and edge case. This created a reusable template that each market extension could be measured against.
Research confirmed that most first-time users arrived having already seen a welcome offer in an upstream marketing journey. Placing offer selection first reinforced that motivation — giving users a concrete reason to push through the form rather than deferring it to the end where drop-off is highest.
What we chose not to do mattered as much as what we built.
Several decisions shaped the architecture in ways not visible in the final screens but significantly affecting both usability and engineering feasibility.
| Decision | Rationale | Alternative considered |
|---|---|---|
| Offer selection before form entry | UX research confirmed most users arrived having already seen the offer. Surfacing it first reinforced their motivation before data-entry friction. | Offer post-registration — users who abandon the form never see it. |
| Remove register button inside the flow | Eliminates a redundant action once the user has initiated registration. Reduces visual noise at a critical moment. | Leave visible — constrained for V1, designed for eventual removal. |
| Bonus T&Cs in modal; general T&Cs in new tab | Keeps users in context for the highest-friction consent moment. General legal documents suit a full reading environment. | All T&Cs in new tabs — disruptive for bonus terms where context matters most. |
| iDIN as recommended path for Netherlands | Bank-verified identity reduces post-registration KYC drop-off and manual document review overhead. | Manual document upload only — retained as fallback. |
| Inline validation on all error states | Reduces abandonment caused by opaque form errors. Every failure surfaces a specific, actionable message. | End-of-form validation — known to cause significant frustration on multi-field forms. |
One system. Every market. Delivered.
The completed design spec covered the full registration experience across all five markets and four brands, at three responsive breakpoints, including all states, errors, and edge cases. Post-launch measurement confirmed meaningful improvement on the metric that matters most for a registration flow.
The modular architecture proved its value immediately: when Netherlands launched with iDIN requirements and New Jersey added SSN and 2FA obligations, both were inserted as additive steps — with no redesign of surrounding screens required.
