Building William Hill’s In-Play Concierge for Faster Live Betting
To elevate the live betting experience, I designed an in-play concierge for William Hill’s web platform. The concierge allows logged-in users to place in-play bets with unprecedented speed, offering dynamic odds updates and a seamless interface for rapid decision-making. From predicting Saquon Barkley’s next touchdown to betting on Trent Alexander-Arnold scoring for Liverpool, the new tool empowers users to act on live opportunities in real time.
Product
Native App - iOS, Android, Web, TV
Skills
UX, UI, Interaction Design
Role
Product Design Lead
Timeline
2018-2023
Team
Beijing Hachibot
01
The Problem
The traditional live betting process was cumbersome and required multiple steps, leading to missed opportunities for bettors during fast-paced games. Odds updates weren’t displayed efficiently, and users often found the interface too slow to respond to in-play events.
02
Develop a dynamic, fast-loading concierge interface for in-play betting.
Ensure live odds are updated in real time with no lag.
Streamline the betting process, allowing users to make predictions and place bets with minimal friction.
03
Discovery and Research
Analysed user pain points in the existing live betting process, including delays in odds updates and multi-step workflows.
Studied real-time betting experiences from competitors to identify key features and gaps.
Collaborative Design Process
Created wireframes and prototypes in Figma, testing different layouts to optimise user speed and accuracy.
Worked closely with developers to integrate live odds updates using real-time APIs for flawless data synchronisation.
Iterative Testing
Conducted usability tests with active bettors, refining the interface based on their feedback to ensure intuitive navigation and quick actions.
04
In-Play Concierge
Introduced a real-time concierge panel for logged-in users, displaying dynamic odds updates and bet opportunities tailored to in-game events.
Designed a one-click betting feature to reduce friction, allowing users to act on opportunities instantly.
Dynamic Odds and Predictions
Live odds update in real time, ensuring users always see the most current information without refreshing the page.
Enabled users to make quick predictions, such as selecting specific outcomes (e.g., player scoring, team winning) directly from the concierge.
Streamlined Interface
Organised the UI to prioritise relevant in-play events, reducing information overload.
Included hover states and tooltips to explain odds and outcomes for less experienced users.
Responsive Design
Ensured the concierge is optimised for desktop and mobile web platforms, offering consistent speed and usability across devices.
05
35% faster betting completion times, reducing drop-offs during in-play events.
20% increase in in-play bets, driven by the intuitive and rapid interface.
Boosted user satisfaction scores by 25%, as measured in post-launch surveys.
Improved real-time odds accuracy, significantly enhancing user trust in the platform.
07
What Worked Well
The integration of real-time APIs ensured seamless updates, making the concierge an essential tool for live betting.
One-click betting dramatically improved user speed and engagement during high-stakes moments.
What Could Be Improved
Adding AI-driven personalised betting suggestions could further enhance user experience.
Expanding the concierge to include more complex bet types could attract advanced bettors.
