William Hill

Multi channel - Navigation redesign

Introduction
William Hill Australia is a leading online bookmaker with exclusive markets, daily offers and free streaming for Racing and sports. With thousands of betting opportunities from standard bets to Lotteries and Keno, William Hill Australia offers a wide range of product to its customers.

Problem
Customers struggle to find account information and frequently needed pages.

Team
Myself
Shawn F, UX lead (project partner)
Lucy H, Researcher (testing facilitator)

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

1. Investigation
To unveil major issues we collated together customer feedback from Net Promoter score comments, customer service, customer surveys and online channels.

With the same issues appearing through multiple sources it was obvious to see where work needed to be done. With this information as our ammunition we were able to articulate the value for both the customer and business which in turn helped us get the approval to take this initiative forward.

2. Ideation
Looking at how we currently display and arrange the information customers had issues accessing we redesigned the navigation to cater to their needs.

In order to avoid change aversion from long-time customers who were already familiar with the current navigation, we created a phased approach. Each time adding value and gradually introducing the improved layout.

2. Ideation
Looking at how we currently display and arrange the information customers had issues accessing we redesigned the navigation to cater to their needs.

In order to avoid change aversion from long-time customers who were already familiar with the current navigation, we created a phased approach. Each time adding value and gradually introducing the improved layout.

3. Testing
In order to validate the previous ideation stage, we tested the concepts with over 24 participants that matched our customer personas.

I created the interactive prototypes used during usability testing. The various prototypes allowed participants to experience each phase of the redesign.

4. Solution strategy
Taking the learnings from the testing allowed me to develop the concepts for each phase into high fidelity user interface designs for the development teams to pick up. We kept our stakeholders and development team informed of our plans and were able to gather internal insights for feasibility and business requirements.

I worked with the development team to ensure we catered to all technical scenarios and optimised designs to fit within technical constraints.

4. Solution strategy
Taking the learnings from the testing allowed me to develop the concepts for each phase into high fidelity user interface designs for the development teams to pick up. We kept our stakeholders and development team informed of our plans and were able to gather internal insights for feasibility and business requirements. 

I worked with the development team to ensure we catered to all technical scenarios and optimised designs to fit within technical constraints.

Outcome
With phase 1 of the redesign live on desktop, we were able to decrease the amount customer complaints about unknown bonus balances, bonus expiry, verification steps and reduce the time it took for users to access the content they wanted.

Next Steps
Measure the usage, gains and pains of phase 1.
Take learnings from each introduced phase to use as insights to determine focus of future revisions.