Redesigning Tab.com.au

Creating a unique entertaining experience online.


Tab asked Fjord to redesign their website. At the moment most betting website looks like an excel document full of numbers. Tab market position is unique as they are the leading betting company in Australia and the only one that have physical touchpoints. As a result they’re experienced more of an entertainment company.

We decided to shift the focus of the web from numbers to events. The redesigned website have a clear structure and are emphasising events.


Current Frustration

Having a unique homepage for all the sports you can bet on.


Tab have 48 different sports that you can bet on and it was all presented on the main page. This was overwhelming to people visiting the website and clearly a ‘information overload’. We looked at the Information Architecture and restructured so that every sport got the space it deserved. So rather than crumbling all the sports into the home page we create individual pages for the 48 different sports. Each homepage follows the same structure for consistency but treats the sports uniquely.

We decided to shift the focus of the web from numbers to events. The redesigned website have a clear structure and are emphasising events.


Current Frustration

Responsive design


Obviously, we designed the website responsively so that it works for any devise and screen sizes.


Current Frustration




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Thanks for reading! 😀