Sportsbook Onboarding Redesigned

"Registration should be so easy that users don't even remember doing it"

At William Hill, we acknowledge the growing need for a user-friendly and secure registration process that aligns with current gambling regulatory requirements and addresses the concerns surrounding gambling's negative stigma. Our current registration form appears outdated and lacks a modern touch, presenting an opportunity for a comprehensive redesign that integrates safer gambling practices and builds user trust.

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Insights

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Stakeholder Management

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Design Strategy

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Testing

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Results

This project demonstrated a thorough experience design, addressing issues like lengthy forms and high drop-off rates due to multiple insights and Anti-Money Laundering compliance. Innovative methods like Progressive Disclosure and a Three-Step Process were applied, enhanced by user testing and feedback. This user-centric approach led to widespread adoption in other locales across EU, and set new standards in onboarding. The project also highlighted the value of involving all stakeholders from the start, establishing new effective work processes.

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Learnings

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Prototypes