Ladbrokes Coral is a British betting and gambling company based in London, with over 4,000 betting shops and 30,000 employees, providing services to thousands of players.

This feature was made to implement across all the labels the Company holds as they all share a white label template — Ladbrokes, Bwin, Party Poker, Coral, etc). So far it has been implemented for Ladbrokes, where its success is currently being tested.

my role in project:

idea, UI, UX, prototyping, hand-off, track results

My role in project : idea , design , prototyping , hand-off , track results

problem-01-01

challenge

The current mobile gaming homepage is outdated and it doesn’t stand out from our main competitors’ homepages. At the same time, we need to consider a low effort solution that can be implemented fast and updated consistently by the content team based on already existing elements.


Note: we have a mobile first approach because according to Google Analytics 80% of our traffic comes from mobile.

idea-01

idea

I find it useful to analyse not only the competitors but also the heavily used apps and websites that follow UX/UI patterns that might make sense for our industry to integrate. In this context, I reviewed the main social platforms like Facebook, Instagram or Pinterest and gaming stores like Apple’s App Store or Google Play.

In common they have an infinite scroll feed with custom posts that engage the users and increases retention. While our homepages are broken down in categories with horizontal scrolling (sliders) these apps have an infinite vertical scroll. I proposed integrating this new trend into our websites and change the way users interact with content in gaming as a way of increasing engagement with our games.

solution-01

solution

Create a “Discover” subpage that would: 

maximise screen real estate

• allow a certain customisation level of the content displayed per user group and per label

• have progressive content loading while scrolling (to increase website performance and short loading time)

• recycle existing content (easy development and future management)

eventually replace homepage if results are favourable (data-driven design)

user journey

(done in OverFlow)

The design explained: use of modules

The content is grouped within 6 categories of modules (Game of The Day, Editor’s Pick, Live Casino, Highlight Jackpots, Promotions and Quick Links). Some of them having micro animations

game_day-01

game of the day

Most played by users, promoted by marketing or requested by business game.

editor_pick-01

editors pick

Themed selection of slots games made by content team, ex: Superhero pack with games like Batman Slots.

live_casino

live casino

Highlight of new or business valuable casino table (roulette, poker etc.)

jackpot

highlight jackpots

Selected jackpot game highlighted as being one of most valuable factor for user. 

promotions-01

promotions

Showcase of current most business valuable promotion. 

quick_links-01

quick links

Selection of related links to power-up conversion and SEO results.

Selection of related links to power-up conversion and SEO results.

high fidelity

prototype

high fidelity

prototype

Using Flinto tool I made prototype of a feature

for all teams involved (stakeholders, developers, marketing) for

easier understanding of general idea.

Using Flinto tool I made prototype of a feature for all teams involved (stakeholders, developers, marketing) for easier understanding of general idea.

Full prototype preview here

(Only iOs, Flinto preview app needed)

hand-off and review

Marketing / content team guidelines

Full document here

Developers team specification 

Zeplin preview here

Full preview in Zeplin here

results

116,365

unique visits during first month

After lunch during first month subpage got to top 5 category subpages in whole website.

After launch during first month subpage got to top 5 category subpages in whole website.

stats-01

afterwards

After getting proof of concept stakeholders decided to expand this approach on different brands of company.

Below customization for PartyCasino brand, one of leading casino brand in Europe.

After getting proof of concept stakeholders decided to expand this approach on different brands of company.

Below customization for PartyCasino brand, one of leading casino brand in Europe.

afterwards

next project

next project

other improvements

Selection of smaller improvements for various gambling brands from portfolio of GVC Holdings that I had to chance work on.

Selection of smaller improvements for various gambling brands from portfolio of GVC Holdings that I had to chance work on.

improvements_footer