William Hill

As the world's biggest bookmaker, William Hill™ offers a wide range of products, including sports betting, online casino, online poker, and online bingo. The company operates from its headquarters in London, where I worked as a UX Designer for Sportsbook. Additionally, it has satellite offices located in Gibraltar, Leeds, Malta, Manila, and Sofia.

Scratch of the Day

William Hill's Scratch of the Day is a game and reward system that provides a high level of engagement. Users can play the virtual scratch game once a day and have the opportunity to win offers, boosts, or reduced prices on bets. 

Despite the consistent success of the game throughout the years, there has been an increase in the number of customer service contacts. These contacts are mainly related to the complexity of the product and a lack of clarity regarding what is being offered.

Pain Points

The research team was assigned the task of delving deeper into the impact of usability issues on users. They identified the following pain points:
- Users having to learn the offer multiple times
- Users getting confused by certain conditions or having to put more effort into reading
- Users getting lost during their journey
- Offers that focus only on certain games or markets, thereby removing user choice.

Analysis and Ideation

As a team, we worked closely with the Retention team to identify possible opportunities for improving the quality and relevance of the rewards offered in the SOTD game. We also collaborated with the Legal team to provide customers with plain Terms and Conditions that use more natural language.

After an ideation session, I was assigned to explore the remaining usability issues in the game.

Testing and Insights

To start with, I developed a prototype of the SOTD game live version and tested it in Userzoom. I selected ten users aged between 18 to 65 years with some prior experience in betting. The test involved seven tasks, and after completing some tasks, I asked users to rate the difficulty level and any problems/frustrations they faced while performing the tasks. Each task was designed to identify the problems. I also requested users to share any difficulties they faced during the entire test, and finally, I asked them to fill out a SUS form.

Documentation

I documented the test results thoroughly and created an affinity map to identify common issues in the SOTD game. The issues identified were as follows:

• The bonus button was not visible enough.
• Users did not understand or like the offers.
• The text was too small.
• There were issues with interactions.

I identified the user flow and accounted for all the different scenarios of the game. Then, I prototyped three different versions of the game and presented them to the stakeholders to get feedback and approval from the business perspective. After a few iterations, I finally presented a prototype that matched both the user's and business needs. I re-tested it to compare it with the original version and also to discard any new usability issues. Fortunately, the new version of SOTD was successful and no new usability issues were identified. Almost immediately after the new version was launched, the number of contacts to customer service dropped. More offers and rewards were now being redeemed, and consequently, after a new questionnaire to our users, the perceived value of William Hill's SOTD offers increased.