Patrick Johansen

Background

About Patrick Johansen

Hi! I’m Patrick. I lead UX research at Better Collective, a sports media group with platforms across betting, fandom, and fantasy. My team works across markets to understand how different audiences think, bet, scroll, and make decisions. We turn that into real insight that helps shape better experiences and smarter strategies. From hardcore bettors chasing the edge to casual fans making their first picks, I make sure we’re designing with real people in mind. I come from a background in service design and anthropology, and I care a lot about turning complexity into clarity, and research into action. I’m big on collaboration, building strong teams, and making sure research doesn’t sit in a deck but actually drives decisions. Let’s talk if you’re into audience research, smart product thinking, or the psychology behind why people do what they do, especially if there’s coffee involved.