Bet Easy

Multi channel - Cash Deposit

Introduction
Formally Crown Bet and William Hill, Bet Easy aims to provide its customers with an easy to use, betting experience.

Opportunity
Tap into a customer segment who would bet if they had access a cash deposit method.

Team
Myself
Lucy H, Researcher
Angelina I, Senior Product Manager

Responsibilities
Ideation.
Competitor analysis.
Wireframing.
UI Design.
Prototyping.
Usability testing planning.
Customer interview planning.

1. Competitor analysis
To learn from others, I conducted in-depth analysis of cash payment methods from Amazon, Walmart, TAB and Ladbrokes.

We were also able learn about existing betting customer cash deposit behaviour thanks to having access to customer analytics data from the cash payments service we were considering to integrate with.

View sample

2. Customer discovery
We interviewed 4 target audience betting customers to understand their appetite and experiences using cash deposits. During these interviews, the customers were also tasked with making a Ladbrokes cash deposit.

2. Customer discovery
We interviewed 4 target audience betting customers to understand their appetite and experiences using cash deposits. During these interviews, the customers were also tasked with making a Ladbrokes cash deposit.

3. Insights
By speaking with our target customers we were able to validate our assumptions of the project’s opportunity.

After seeing how customers interacted with the Ladbrokes cash deposit option, we were able to gain many insights of what’s working and what’s not.

4. Ideation
After digesting the gathered research, I created initial wireframes and prototypes of various proposed cash deposit solutions for Bet Easy. These were used in usability testing exercise sessions with 6 target audience betting customers to understand their reactions, pains and gains of using our proposed solution.

4. Ideation
After digesting the gathered research, I created initial wireframes and prototypes of various proposed cash deposit solutions for Bet Easy. These were used in usability testing exercise sessions with 6 target audience betting customers to understand their reactions, pains and gains of using our proposed solution.

5. Outcome
By using the insights, I revised the approaches tested with customers and created User Interface designs and Screen Flow examples for all channels (iOS, Android, Mobile web and Desktop web).

Next Steps
Track customer usage and gather feedback. Un-cover any potential opportunities for further improvement.