Betfair Casino

web • responsive design • competitor analysis • focus groups •  wireframes • prototypes • testing
Project overview
This project was a redesign of the casino product (the biggest revenue generator). This involved reworking some of the fundamentals of the website: updating the graphic elements, delivering a responsive layout, ensuring consistency across products, and establishing a unifying design system. First, we created and tested the concept; second, we validated it with users before iterating on it.
My Contributions
As the UX designer responsible for organising and unifying the iterations, I created a competitor analysis, the wireframes, the prototypes, and the goals for user testing. As well as redesigning the mobile and web casino games in their entirety, I designed components that were reusable across the complete family of gaming products, which went on to serve as the basis of the library that we created.
Foundation
After a couple of brainstorms with the design team, we collaborated to create various wireframes.
Phase 1
Based on observations from focus groups, I started with the premise that a dark layout would have greater consumer appeal. My initial prototype was positively received by users.
Phase 2
With the previous test having validated our assumptions, I created rules for the game thumbnails and the overall styling for the landing page. I then transferred this styling to other pages (promotional, informational, etc.).
Outcome
Our A/B testing proved that the new designs deliver increases in both conversion rate (>20%) and clickthrough rate (>35%). This project also provided us with a single source of truth (layout and wireframes), which greatly simplified subsequent work on other products by the entire design team.

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