The Client
GG.CO.UK (formerly GG.COM) has been a trusted, premier digital destination for horse racing enthusiasts since 2001. The platform provides a comprehensive, free service encompassing live odds integrations from top bookmakers, daily tips, breaking news, custom 'GG-Alerts', and an extensive database featuring 10-year form history for every horse in the UK and Ireland.
The Ask
Over a 16-year tenure (2002–2018), I served as the sole in-house Senior Designer, reporting directly to the CEO. The overarching challenge was to establish, scale, and protect a trademarked brand within a highly competitive online sports and affiliate betting market.
A pivotal "ask" came as user habits rapidly shifted towards mobile devices. The platform needed to transition from a traditional desktop site to a fully responsive, multi-device ecosystem. The complex challenge was figuring out how to display incredibly dense, data-heavy information, such as intricate racecards, live betting forecasts, and historic form - in an 'at-a-glance', accessible format that worked flawlessly on smartphones, tablets, and PCs alike.
What I Did
Acting as both the lead product designer and the omni-channel brand guardian, I delivered end-to-end creative solutions to drive user engagement and affiliate growth.
Architecting the 2013 Responsive Redesign: I led the complete UI and design strategy for a major platform overhaul. I focused on simplifying complex data, designing highly intuitive racecards that displayed runners, riders, silks, and live odds without overwhelming the user. I ensured core features like the 'GG-Alert' system and daily tipster selections were seamlessly integrated into the mobile experience.
Omnichannel Brand Custodianship: Beyond the digital interface, I owned the visual identity across all physical and digital touchpoints. I designed dynamic digital assets including bookmaker affiliate promotions, advertising campaigns, and blog graphics that drove daily traffic.
Translating Digital to Physical: To build brand presence off-screen, I executed the design of large-scale physical assets, bringing the digital brand into the real world. This included designing high-impact vehicle livery, branded apparel, bespoke video animations, and highly visible racecourse signage.
Agile Collaboration: Navigating the company's transition to a virtual business model in 2008, I successfully managed the design output remotely, maintaining strong communication and ensuring the brand's visual output never missed a beat during the operational shift.
The Result
My design leadership directly contributed to GG.CO.UK’s steady growth in audience and industry influence over nearly two decades.
The strategic 2013 responsive UI redesign was a major commercial success, resulting in a significant, measurable boost in both daily site traffic and vital affiliate revenue. By successfully taming complex racing data into an accessible, user-friendly format, the platform solidified its reputation among punters.
Furthermore, the continuous elevation of the digital brand and user experience gained notable industry recognition, with the platform being shortlisted for the prestigious ‘Innovative Gaming Site of the Year’ at the EGR Awards (2010). Ultimately, my work ensured GG.CO.UK remained not just visually relevant, but a forward-thinking leader in the racing sector.
