Context & Problem
Maxbet operates within the Flutter Entertainment Group in a strictly regulated betting environment. The 28-person product organisation had no systematic research infrastructure. Product decisions were being made without behavioural data, usability validation, or structured competitive intelligence. Every disagreement was settled by seniority, because there was no evidence to settle it with.
My Role
Expert UX, Product Optimisation and Insight Infrastructure. Feb 2025 – Present. Responsible for establishing the full research and analytics practice from scratch, inside compliance constraints, and for getting other people to actually use it. Building the stack was the easy half; making research a normal input to a roadmap that had never had one is the real work.
What I built
- GA4 event taxonomy and behavioural tracking across key product flows: a shared definition of what counts as an event before anyone measured anything
- FullStory for session recording and funnel drop-off analysis
- Maze for structured usability testing and prototype validation, moderated and unmoderated
- Looker dashboards for ongoing product health monitoring, readable by non-analysts
- Structured gap analysis and competitor benchmarking frameworks, repeatable rather than one-off
- Confluence-based research repository and documentation standards, so findings survive the person who ran the study
- All of it scoped within strict regulatory and compliance constraints on what can be tracked, shown, and stored
Why it is on this page
This is the least visual case here and the one that matters most for how I work. It is evidence that I can walk into an organisation with no research function, define the methods, instrument the product, run the studies, and turn the output into decisions other people accept, rather than waiting to be handed validated requirements.
Detailed screenshots and deliverables available on request due to NDA constraints.
