At a Glance
Multi-Channel was one of the important and challenging projects that I got an opportunity to be a part of when I was working at ladbrokes.
The intention of this redesign and restructure was leveraging the strengths of Ladbroke’s multiple-touch-point offering to increase customer value.
UX & UI Design
Project Manager + Developer + Tester + me ( UI/UX Designer)
Customer Experience Head + Multi Channel Owner
One customer = One experience = One data = One Marketing tactic = One Ladbrokes
Integrate 31 disparate channels including retail, internet, mobile, apps, tele bet, SSBT, FOBT into a single seamless multichannel experience. Digitise in-store experience to influence in-shop decisions.
PURPOSE OF THE PROJECT
The intention of this redesign and restructure was leveraging the strengths of Ladbroke’s multiple-touch-point offering to increase customer value. Ladbrokes already operate across multiple channels, but the channels are essentially islands – they are mainly disconnected.
SSBT Multichannel project will connect the digital and retail customers.
HOW WAS IT YESTERDAY?
RETAIL EXPERIENCE MAPPING
GAP ANALYSIS : RETAIL VS DIGITAL
Task flows are a tool to help us think through the design before a feature is actually developed. They allow us to interject the user into the flow of the application and determine if the conceptual model agrees with the user model.
Starting with the initial flow, which is a high level concept flow for that feature, the necessary steps to initiate and complete the task are detailed and mapped out into the flow. From there, various iterations of the original diagram are created and expanded upon as more requirements become known. The end result maps out the different levels of complexity for that task once subtasks and parallel flows are identified and designed.
By placing the user into the process at this stage, the Information Architect and the team can determine up front whether or not the final task flows will meet the business requirements along with any system requirements and still make sense to the end user.
INTRODUCING MULTICHANNEL ON RETAIL SCREENS
USER INTERFACE DESIGN
WHAT WAS REQUIRED TO ACHIEVE MULTI CHANNEL?
HOW HAS MULTICHANNEL HELPED RETAIL CUSTOMERS?
Multichannel solution has transformed bookmaking experience
Convenient and consistent experience, as accumulator bets placed in-store could now also be tracked on digital devices using the Ladbrokes online portal (thegrid.ladbrokes.com), by scanning/entering the bet slip details via mobile web and native apps and the bet winnings can be transfered to the digital account from the retail screen.
Personalized promotions experience, as Ladbrokes has a single-view of the customer across channels enabling them to deliver a service that suits each customer’s personal needs and preferences to provide the best value