Role
Lead Product Designer
Client
William Hill
Year
2022
Team Size
8
Understanding the current customer journey—from acquisition and pre-bet to post-bet and retention—is essential. It's important to determine where this product fits within that journey and how each stage can contribute to enhancing the overall experience.
Defining customer interactions, the pages they engage with, their satisfaction, pain points, obstacles, and objections is crucial. By identifying the insights and opportunities that arise throughout the betting experience, we can work to improve the overall user experience.
Competitor Research
Improving the feed with new features is key to improving the product. We found that customers wanted more information in there feed around:
• Goal scored - like assists, type of finish.
• Match Stats
• Chances and saves
• Injuries
We analysed the visual language used on cards for other incidents to enhance our experience. We found that our design was too basic and lacked the necessary differentiation to make each incident stand out.
Navigating key in-page sections like stats, scores, tables, and commentary is essential for users to make informed decisions. We want to ensure they stay within "the feed" to maintain a seamless experience and prevent them from leaving the page.
Improving the experience to help users stay informed and engaged within the feed was a top priority. We introduced a default stake feature, allowing users to place quick bets on in-game incidents without navigating through multiple steps. The ability to easily switch between your match and view stats for both your game and other matches is essential for making informed decisions and tracking other placed bets.
We also added quicker betting options, such as presenting related bets when a corner occurs. Additionally, we implemented in-page bet placement, showing potential returns and enabling users to edit bet amounts directly within the page.
The introduction of new incident cards and the ability to place bets directly on those incidents without any friction significantly improved the user experience. Additionally, we added a highlights reel at the top of the page that displays major events from the last 5 minutes of the game, ensuring users stay up to date even while scrolling.
The new in-game feed received very positive feedback upon launch. We saw a 20% increase in in-game bets from existing users, and engagement time on the page grew by 45% among these users. New customers also engaged with the feed 15% more than existing ones, based on previous data.
Customer feedback was overwhelmingly positive, with many saying the improvements were "a vast improvement on what we offered before and allow me to stay within the same ecosystem when betting on a game," which aligned perfectly with the project's goals.
Further feedback also suggested several opportunities for improvement, such as custom keyboards for betting, the ability to jump into other games for stats, and the introduction of a streamlined bet builder.