At a Glance
In December 2014, I joined Ladbrokes as a Senior UI/UX Designer.
In the Platform & Gaming team, it was my responsibility to evaluate briefs, analyse opportunities and manage projects and to provide the UI/UX vision in accordance with the team's vision.
Business Analyst + Project Manager + Solution Architect + Developers + Testers + me ( UI/UX Designer )
Customer Experience Director + Head of UX + Channel Owner
Ladbrokes is one of the world's leading betting & gaming enterprises. It operates a combined total of more than 2,800 betting shops and offers thousands of betting markets on a daily basis via the internet, mobile & telephone.
With smartphone penetration in the UK exceeding 84%, and over half the internet traffic being from portable devices like smartphones and tablets, Ladbrokes looked to improving its online offering, which was languishing behind its competitors. Attempting to capitalise on the ever-growing online channels, Ladbrokes wished to transform its digital business with the creation of new products and services, such as the launch of its mobile sportsbook.
With a strong brand presence, a thriving retail bookmaking business, and a growing online (web-based) bookmaking offering, Ladbrokes had all the main ingredients to develop a unified solution designed to align both these experiences, without requiring multiple apps.
The task was to design a multi-channel solution, known as The Grid. which would help:
1) Attract retail and online customers with rich customer engaging features
2) Provide best in market offers and promotions
3) Offer wide range of benefits experience, such as discounts on cinemas and leisure activities and more
Understanding the user group by creating personas and scenarios mapping
USER JOURNEY DESIGN
To begin with, transparent transition between devices - placing bet online, monitoring bet status on the mobile, withdrawing winnings in shop – was essential.
This mobile-friendly responsive application became the first multi-channel bet status tracker in the UK betting and gaming industry, enabling retail punters to track or check the status of a retail bet slip online.
RESPONSIVE DESIGN APPROACH
In the first phase of the engagement spanning two months, a responsive web application catering to desktop, tablet and mobile was designed. The feature set included capabilities which enable customers to check their loyalty reward points, and participate in various multichannel promotions.
Ladbrokes could now on-board new customers and upgrade existing customers to a multichannel account, with One Customer Account view further enhancements and capabilities were added in subsequent phases, including:
· Developing a retail bet slip tracker capable of paying out retail winnings to a customer’s digital account
· Developing a cash-out feature for football accumulators
· Adding a store locator
· Enabling push messaging
· Enabling customers to cash-out retail accumulator bets to their digital account or lock the price and collect the payout over the counter across the
Ladbrokes retail store
· Withdraw/deposit money from/to a digital account, across all Ladbrokes retails stores
· One-touch access to various promotions and offers
· Scoreboard statistics
· Sports news in The Grid
VIRTUAL CARD - MOBILE APP DESIGN
MULTI CHANNEL PROJECT BENEFITS
Over 25k customers sign up under the Multi Channel proposition
Over 400k bets checked on the Grid App
75% return rate for customers using bet tracker
Increased registrations, sign-ups, deposits & turnover
Improved understanding of customers. Improved value per customer