Opportunity

In April 2020, Sportsbet acquired BetEasy, one of its competitors. Subsequently, Sportsbet initiated the process of transferring customers from BetEasy to its own platforms and subsequently closed down the BetEasy platform. I played a key role in the project team that facilitated this business transition.

Initial Project Information

Platforms

This impacted all Sportsbet platforms, encompassing their mobile applications and website.

Technical constraints

This project presented a distinctive challenge due to its higher-than-usual technical constraints. Handling customer data introduced numerous limitations that we needed to carefully navigate.

Timeline

Even before the project commenced, we were assigned a non-negotiable deadline. For various reasons, meeting this deadline was imperative, requiring us to design and develop with strict adherence to the timeline.

Initial User flows

Initial research and wireframes

We commenced this project by leveraging BetEasy's existing data obtained from a prior platform migration. This data was derived from customer feedback received during the previous migration, forming the foundation for our analysis. Our initial focus involved identifying gaps in the data that necessitated further investigation for the current project. These gaps pertained to crucial information essential for customers undergoing the migration process between platforms.

Project process

Gather business requirements
Collect current data from BetEasy Migration
Analyze analytics data
Conduct a design sprint to determine customer preferences
Develop wireframes
Create low-fidelity designs, high-fidelity designs, and prototypes
Perform Gorilla testing
Conduct weekly demonstrations of design flows and development progress for stakeholders
Provide detailed handovers to development teams
Conduct QA product testing
Showcase the final product

Addressing project objectives

Managing technical constraints and adhering to timelines posed significant challenges in this project. We frequently had the challenging responsibility of communicating technical limitations to stakeholders and elucidating their impact on User Experience, designs, and customer journeys. Collaboration played a pivotal role in navigating these challenges, allowing us to involve stakeholders in the project journey and garner support as we developed and refined the customer journeys.

Initial research and wireframes

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William Hill to BetEasy Migration

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Initial technical wireframes

The Results

Ensuring a smooth transition for customers during and after the migration process, as BetEasy customers were seamlessly moved to Sportsbet. Positive customer feedback highlighted the clarity and understanding of the transition process. Within just one week, Sportsbet successfully migrated 94% of BetEasy customers, exceeding the targeted goal of 90%.

Customer Journey for BetEasy customers New to Sportsbet

On or after migration day, BetEasy was shut down and customers saw this screen.

They were then shown this screen which gave them more information in cards about the migration and showed their important information.

They then continued to the next screen. If they were new to Sportsbet they were instructed to download the app and given their relevant information to Sign In to Sportsbet.

Here customers download the Sportsbet app.

On opening the app for the first time, they were presented with this screen where they are prompted to Sign In to Sportsbet.

Once they had Signed In, customers saw the same information they saw on the BetEasy app to confirm everything hadd moved across.

New customers to Sportsbet then receive onboarding to the Sportsbet apps or website.