iGaming

Betfred

Five-year digital transformation of Betfred's online platform, achieving 100% year-on-year growth and 98% customer satisfaction through personalisation.

Duration

5 years

Team

75+

Scale

Enterprise

Scope

United Kingdom

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Overview

The engagement involved leading a transformative change for Betfred Digital, a division of the British iGaming company Betfred. The primary objective was to overhaul their digital operations, enhance user experience, and establish a profitable online presence. The work was grounded in a research-led approach, focusing on user-centered design and strategic digital enhancements.

Challenge

Betfred Digital had been incurring losses, struggling to gain traction in the competitive online gambling market.

Research revealed significant leadership and strategic gaps, with a lack of experienced direction contributing to subpar user experiences and outdated technology infrastructures.

The platform's static nature and outdated design hindered seamless customer experiences, lacking personalization and scalability necessary to meet modern user expectations.

Research & Discovery

Conducted comprehensive site audits, competitive analysis, and user journey mapping to unveil critical areas for improvement.

Led end-user research including creation of detailed product profiles and personas to tailor solutions to user needs.

Employed data analysis and behavior tracking to understand user engagement, shaping informed decision-making for design and strategy.

Solution & Deliverables

Developed a revitalized information architecture and crafted low- to high-fidelity wireframes, ensuring intuitive and accessible design for both mobile and desktop platforms.

Spearheaded the implementation of the Sitecore CX platform to deliver personalized, dynamic content based on user profiles and behaviors.

Coordinated a phased, persona-driven marketing strategy incorporating personalized campaigns and automated content delivery for an inclusive user experience.

Delivered an array of digital projects annually, aligning with strategic objectives to streamline operations and improve customer engagement.

Results & Impact

Achieved 100% year-on-year growth for five consecutive years, transforming Betfred Digital into a profitable venture.

Set industry benchmarks with a customer satisfaction rating exceeding 98%, aided by enhanced UX/UI design and automated personalization.

Increased new user traffic by 70% within the first month post-launch through strategic marketing and rebranding efforts.

Secured industry accolades for best-in-class UX/UI and visual design, establishing Betfred as a leader in digital customer experience and operational efficiency.

Ensured WCAG 2.0 AA compliance across all deliverables, embedding inclusive design and data privacy standards from the outset.