Ladbrokes & Coral was looking to migrate from the self-service Sportsbetting kiosk solution provided by a 3rd party to their own in-house platform. This is a project that Ladbrokes & Coral had attempted many times over the past decade, but continuously failed. However, two years ago, the decision was made to propel the project with customer insight; therefore, UX Connections were brought on board as the official research partner.
We needed to ensure the new system was on par with, if not better than, the third-party system. This entailed the goal of improving the UX and user journey of the in-house solution, with the vision for it to be industry-leading and surpass the third-party solution with a smoother user experience.