CLIENT: WilliamHill Online
SECTOR: Online Gaming, Sports and Gambling
SERVICES: Design Thinking, User Research, Service Design, CX, UX and UI
NEED: To create a new omni-channel customer experience and visual design for online gaming to position WilliamHill Online as the leading online gaming and sports betting service as it transformed to a digital first, clicks’n’bricks model.
SOLUTION: Factotum embedded itself with the UX team based in Gibraltar. We provided a range of services to the digital group including user research, design thinking, UX design, service design and visual design. We established a user-centred design and test approach using lean UX and agile approaches as the UX team scaled to support a ‘lift and shift’ of the online gambling platform. Working in a complex and fast moving environment, there was a need to re-evaluate key customer journeys and design improved user experiences for boarding new customers and retaining current customers as the company implemented a new brand, products and services to appeal to four strategic customer segments.
As a result the work we were involved in, the company’s online revenues climbed 6%, following a 13% increase in the amount wagered, pushing its total group revenues up 4%.