The Challenge
An outdated William Hill website made way for a redesign. The objective was to modernise the aesthetics and improve the user experience through increased conversions with faster and easier bet placements. Initially we had to start with redesigning the homepage. Initially, the tricky part was that there wasn’t scope for a back-end rebuild, so we had to work with what was already built and look to redesign the front end UI.
The main challenge was to fit most of the important features whilst still giving prominence to the promotion banner and betslip features. This all had to be achieved without making the page cluttered so we had to look at clever ways to make it digestible and quick to navigate which is important when placing a bet.
Key personas were established and user journeys were storyboarded to articulate horizontal journeys across the site. These journeys also helped inform the conceptualisation of UI elements and screens which were being designed in tandem..
Once we were happy with the new design, we A/B tested it against the old one on a number of our user base and stakeholders. The new design worked amazingly, performing better than the old one in all major key areas. While the limited technical scope did narrow our design options, it was a fun and challenging project to work on. I think it demonstrates how purely visual design changes can have a significant impact on the user experience and conversion rate of a website refresh.