LeagueStock – Gamified Sports Betting Experience | Jade MaddoxLeagueStock – Gamified Sports Betting Experience

JMM.

A Data-Driven Approach to Fantasy Sports Trading

Role: Lead Product Designer / Art Director

Duration: 8-12 Weeks

Team: *Created with OSMOS*, Product Managers, Developers

Stakeholders: CMO, CTO, and Founder

Role: Lead Product Designer / Art Director

Duration: 8-12 Weeks

Role: Lead Product Designer / Art Director

Duration: 8-12 Weeks

Team: *Created with OSMOS*, Product Managers, Developers

Stakeholders: CMO, CTO, and Founder

Team: *Created with OSMOS*, Product Managers, Developers

Stakeholders: CMO, CTO, and Founder

OVERVIEW

How might we design a sports betting app that feels more like a stock trading platform—giving users a new way to invest in athletes?

LeagueStock is a fantasy sports platform that blends the excitement of pro athletics with the mechanics of the stock market. Instead of trading stocks, users invest in rising athletes—turning sports knowledge into real profit.

IMPACT

Established a clearer brand identity, improved onboarding clarity—98% of guests knew how to proceed—and saw higher engagement from beta users. TestFlight signups increased by 15%, and social media engagement rose 32%.

Clearer brand. 98% onboarding success. +15% beta signups. +32% social engagement.

CHALLENGE

The app needed a stronger brand, clearer onboarding, and more engaging performance tracking.

Unsuccessful brand, unclear onboarding, low engagement.

Leaguestock aimed to disrupt the fantasy sports market by allowing users to trade athletes like stocks. However, before the redesign, the platform faced:

Low user engagement due to an unclear value proposition.
Inconsistent branding, reducing trust and credibility.
Limited feature differentiation, making it hard to compete with existing fantasy sports platforms

LeagueStock’s early branding leaned too far into finance, confusing users about its connection to sports. A/B testing showed that 50% of users were unsure how to move past the first screen. The color palette and logo were misaligned with user expectations—many mistook it for a product like Robinhood, which diluted its unique value and identity.

LeagueStock looked too much like a finance app. 50% of users didn’t know how to move forward.

The brand was often confused with Robinhood, weakening its sports-first appeal.

DESIGN STRATEGY

From research to app launch—I led the product and brand design

To shift perception and boost engagement, I began with foundational user research and stakeholder interviews to uncover pain points in both branding and usability.

From there, we:

Benchmarked the market through audits of top fantasy and stock-based sports apps
Tested the legacy app to identify friction and unmet expectations
Crafted a new visual identity tailored to sports-betting culture
Mapped the full app architecture to streamline flows and reduce cognitive load
Designed core pages (portfolio, contests, wishlist, team) with bold visuals and gamified interactions
Prototyped and iterated with users and stakeholders
Extended the brand to landing pages, App Store assets, and marketing materials

This end-to-end strategy ensured every touchpoint delivered clarity, energy, and brand consistency.

We started with user and stakeholder research to identify gaps in branding and usability. Then we:

Audited top fantasy sports apps
Tested the old app for usability pain points
Redesigned the brand for a sports-betting crossover audience
Mapped the app architecture to simplify user flows
Designed bold, high-energy pages for portfolio, contests, and more
Prototyped and refined based on feedback
Extended the brand to web, App Store, and case studies

Every screen was built to feel fast, fun, and on-brand.

We started with user and stakeholder research to identify gaps in branding and usability. Then we:

Audited top fantasy sports apps
Tested the old app for usability pain points
Redesigned the brand for a sports-betting crossover audience
Mapped the app architecture to simplify user flows
Designed bold, high-energy pages for portfolio, contests, and more
Prototyped and refined based on feedback
Extended the brand to web, App Store, and case studies

Every screen was built to feel fast, fun, and on-brand.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.
See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.

See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN. See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.

See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

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SOLUTION

Delivered a bold, market-inspired app with stock tickers and a new brand identity that made fantasy sports feel like Wall Street.

Bold redesign. Stock tickers. Fantasy meets Wall Street.

The redesign delivered a compelling and cohesive experience that resonated with LeagueStock’s target audience:

A bold new identity that clarified LeagueStock as a fantasy sports app, not just a finance tool
Fully reimagined player and team pages that enhanced engagement
Streamlined onboarding and portfolio flows for better usability
Vibrant visuals and interactions that energized the user experience
A scalable design system to maintain consistency across app and marketing
Elevated branding and polish, ready for public launch and app store approval

CLIENT TESTIMONIAL

"Jade was a transformative resource for our company and an absolute pleasure to work with. Jade expertly supported a wide range of design needs, including our mobile app, website, email and social media.

She was communicative, professional, hard-working and highly skilled. I fully recommend her for any creative services your business may require."

"Jade was a transformative resource for our company and an absolute pleasure to work with. Jade expertly supported a wide range of design needs, including our mobile app, website, email and social media.

She was communicative, professional, hard-working and highly skilled. I fully recommend her for any creative services your business may require."

Alex Scott, CMO, Leaguestock

more to explore.

JMM.

A Data-Driven Approach to Fantasy Sports Trading

A Data-Driven Approach to Fantasy Sports Trading

How might we design a sports betting app that feels more like a stock trading platform—giving users a new way to invest in athletes?

Established a clearer brand identity, improved onboarding clarity—98% of guests knew how to proceed—and saw higher engagement from beta users. TestFlight signups increased by 15%, and social media engagement rose 32%.

Clearer brand. 98% onboarding success. +15% beta signups. +32% social engagement.

The app needed a stronger brand, clearer onboarding, and more engaging performance tracking.

Unsuccessful brand, unclear onboarding, low engagement.

From research to app launch—I led the product and brand design

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN. See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

Delivered a bold, market-inspired app with stock tickers and a new brand identity that made fantasy sports feel like Wall Street.

Bold redesign. Stock tickers. Fantasy meets Wall Street.

Alex Scott, CMO, Leaguestock

more to explore.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.
See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.

See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.

From idea to interface—this deep dive shows how we built a sports platform that feels part Wall Street, part ESPN.

See how we tackled onboarding, interaction design, and feature clarity to support smart, game-like investing.