Introduction
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 evolving industry standards and user expectations.
The Solution
To address William Hill’s outdated digital presence, I redesigned the website with a modern UI that significantly improved navigation and accessibility.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.
To address William Hill’s outdated digital presence, I redesigned the website with a modern UI that significantly improved navigation and accessibility.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.
I also designed landing pages that were tailored by affiliate partners, sports, and states. Each landing page was customized based on the target audience’s interests and state regulatory requirements. This allowed William Hill to better meet the unique needs of users across various states and partner networks. We saw the impact on conversion rates for each segment, which increased by 400%.
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.
