The Starting Point
William Hill PLC is a leading global betting and gaming company, founded in the UK in 1934. With a strong presence in retail and mobile sports betting, particularly in the U.S. and UK, the company operates in numerous regulated markets worldwide. Despite its extensive reach, William Hill recognized the need to enhance its digital platform to meet sports betting expansion into new states, evolving industry standards, and user expectations.
Redesigning for Growth and Compliance
To address William Hill’s outdated digital presence, I redesigned the website with a modern UI that significantly improved navigation and accessibility. The new design incorporated refreshed branding, high-quality photography, and a streamlined layout. I also optimized the site for SEO, ensuring better visibility and search engine ranking.
The redesign was built with flexibility at its core, ensuring compliance with varying gambling regulations across different states. Each state’s landing pages and content were tailored to specific legal requirements, while still maintaining a cohesive brand presence. This approach not only safeguarded regulatory compliance but also delivered a more relevant and trustworthy experience for users, no matter where they were accessing the platform.
+400%
We saw the impact on conversion rates for each segment, which increased by 400%.
Yes, I realize this number is epic. I was elated, especially since no additional marketing efforts were driving the increase, just good old-fashioned better experiences.
The Process
Conduct an in-depth analysis of William Hill’s existing website, identifying pain points. Review gaming regulations across various regions to ensure compliance from the outset.
Develop clear strategy for redesign. Create wireframes and user flows to better under the user journey. Plan integration of new branding elements and content.
Craft a modern, responsive interface to improve navigation and accessibility. Collaborate with developers. Ensure design adheres to legal and gaming regulations.
Rigorously test the site for performance, user experience, and compliance. Deploy site and monitor user engagement. Measure conversion rate and investigate user behavior for areas of improvement.
