Betway Sports Horse Racing Hub.
‍At the post: A 61% Increase in betting.

The primary challenge for the redesign stemmed from the need to complete the project within a tight timeframe. The decision was therefore made to leverage as many elements as possible from the existing design system, whilst also, where possible, making some usability improvements. The current platform was very performant, and so any changes had to have a high confidence rating before implementation. Essentially the key was to enhance user experience without compromising the functionalities that already worked effectively.

I ran some testing which revealed some issues around some key navigation points - especially the TimeForm toggle, and inconsistencies between the display of the betting opportunities between Next-Off races and the full Racecard.

Users were also very vocal about some nice-to-have features, such as Racecards on the home page of the app, and a more 'grouped' display of races for festivals, such as Cheltenham.

Once some competitor research had been carried out to see if anyone else in the industry was making any great strides in the display of horse racing bets, I moved almost directly to design.

The maturity of the design system meant that the wireframing stage could be effectively skipped, in favour of creating low-fi designs with the existing elements and experimenting with new elements.

Incremental testing was carried out throughout, especially with the TimeForm control mechanism to make sure that the users could intuitively interact with it and get the full benefit of the service.

Not only was I able to deliver the Horse Racing Hub itself, but due to the lean design process undertaken, a homepage card for upcoming races, and a new festivals feature were also delivered and built out as the second phase of development.

A selection of before and afters shown below - the full hub is best viewed online.

Most importantly the launch of the hub to the UK market saw no drop off in bet placement. 12 months post launch, Horse Racing saw a 61% YoY increase in bet placement.