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BET Software · SaaS Website · UX Lead
BET Software
BET Software is one of the best places to work in SA tech. You would not know that from their old website. I fixed that.
BET Software is one of the best places to work in SA tech. You would not know that from their old website. I fixed that.
BET Software has a culture that most companies try to fake. The kind of place where engineers stay for ten years. The old website looked like it was built by committee and approved by legal.
The ask was simple: get better tech talent to apply. The harder part was making a website feel like something a good engineer would actually trust. That is not a copy problem. That is a design problem.
I started with the person who lands on the site before they have seen a single job listing. What do they need to believe before they will even click? That was the question the whole process ran on.
Talked to hiring managers and engineers before I opened Figma. The gap was obvious: internally everyone was proud of what BET Software was building. Externally the website gave them nothing to be proud of.
Reviewed SA tech and gaming companies. Key observation: the best-performing careers pages led with culture before listing roles, and companies with real team photography consistently outperformed stock-heavy sites in time-on-page metrics.
Sessions with HR, engineering leadership, and marketing revealed a key tension: the company's brand identity lived in its people, the stories, the pace, the pride; but none of it was on the website. The site felt like a brochure for a company that no longer existed.
"Candidates visit, see stock photos and a wall of text, and bounce. We lose people before they even see the job listings."
Good developers do not read job descriptions first. They decide if they want to work somewhere before they read a single bullet point. The site needed to answer that question in the first three seconds. Culture first. Roles second.
Real BET Software team photography, not stock. Bold, geometric brand elements that position the company as design-forward and energetic. The hero must answer "is this a place I want to work?" in three seconds.
A clear visual grid of the product portfolio showing engineers the scale and complexity of what they would be working on. Not a feature list, a proof of ambition.
Streamlined path from landing page to application. Listings with role categories, seniority, and tech stack requirements, designed around how developers actually evaluate opportunities.
The existing nav treated all sections as equal. Careers, About, Services, same weight, no priority. For a recruitment-focused brief, that is the wrong call. I restructured so Careers was the obvious next step from the moment you landed.
| Page | Primary Goal | Key Change |
|---|---|---|
| Home | First impression | Culture hero → Products → Careers CTA |
| Careers | Convert candidates | Filter by team, seniority, tech stack |
| Products | Show scale | Visual grid, not text list |
| About | Build trust | Team photos & values front-centre |
Greyscale wireframes before any colour decisions. When you bring in brand too early, everyone reacts to the look instead of whether the flow actually works. Kept it rough until the structure was right.
Page-by-page flow mapping with stakeholders present. Established component patterns and user journey checkpoints before wireframing began.
Greyscale wireframes for all core pages. Quick to adjust, easy for non-designers to review. Approved before any visual design started.
Reusable UI components identified early, hero blocks, product cards, team profiles, job listing rows, so the Figma library could scale cleanly into the WordPress build.
BET Software is blue. Deeply, deliberately blue. I built out from that, type hierarchy, supporting colours, a component set the WordPress dev team could work from without constantly coming back to me.
Handed off to the WordPress team with a full component library. Stayed involved through QA. The site launched on time and I did not find out it was broken after the fact.
Full-bleed hero with real BET Software team photography, bold blue brand overlay, and a headline that speaks to ambition rather than services. Primary CTA leads to Careers.
Visual tile grid of the full product portfolio. Each tile: product logo, one-sentence purpose, and a tech badge. Designed to communicate scale and sophistication at a glance.
Filter by team, seniority, and location. Each listing card shows the tech stack, team, and contract type upfront, the information candidates need before clicking through.
The single biggest visual improvement. Real BET Software employees in their actual workspace, not stock models in a generic office. The blue brand overlay unifies the photography with the brand palette while keeping faces recognisable and human.
This change alone transformed the emotional read of the page from "corporate brochure" to "this is a place where real people do real work."
The old careers page was a plain list of job titles. The redesigned version leads with a culture section, team photos, values, and a "day in the life" snippet, before showing the role listings. The conversion logic: earn trust first, then ask for the application.
Role cards show tech stack, team, and seniority upfront. Candidates know if a role is relevant before they click, reducing time-to-apply friction for the right candidates.
Designing for recruitment is not the same as designing for conversion. The person clicking through is deciding whether to spend years of their life somewhere. That changes what trust means and what you need to earn it.
