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Betway
Promotions
An exclusive loyalty scheme that rewards you for betting on sports and playing casino and bingo game.

Challenge
Project Challenge
Redesign the Betway Promotions to ensure it leads by example in terms of performance and improve the UX/UI. To decouple the loyalty program and promotions.
My Role
Research, interviews, competitive analysis, ideation, sketching, prototyping, testing and validation.
Old solution

Process
Competitors
Discovery Phase
During initial interviews with stakeholders, I identified the following challenges:
• There are no brand categories for users to choose and explore accordingly.
• Primary copy is difficult to read.
• A small summary of T&C needs to be displayed on each promotion.
• If users tap on T&C, they will be redirected to another page.
• No differentiation between Opt In and Opted In state.
• There is no information displaying the duration of each promotion.
Support & Interviews
To verify the hypothesis / challenges, I conducted interviews with users to understand user pain points and current frustrations with the existing solution.
They want to access the promotions and take advantages of the offers.
They want to read the terms of the promotions.
They want the promotions to be categorized.
They want to know for how long the promotions are availble.
Personas
I created two personas based on the user research and testimonials, which helped me communicate my findings with the wider team. The personas also ensured that users’ goals and frustrations were at the front of my mind as I progressed with the design.

About
David likes to play by taking advantage of available promotions and offers.Many times he has managed to get a good profit out of them.
Pain Points
• Not clear what the terms are or for how long they are available.
• Don't know which promotions he has joined in the past.
Goal
• Explore what promotions are free to play and which or not.
• Get notifications for new promotions.

About
Lydia likes to spend some of her free time by playing online-casino. She also likes to use available promotions to play new games.
Pain Points
• Can't find the promotions very easily.
• It's confusing what promotions are available for her to use.
Goal
• Access the promotions straight away.
• More personalized promotions.
Stories & Scenarios
Number of stories and scenarios to define users problems and audience goals.
David likes to take advantage of the promotions but sometimes it's not clear what the terms are.
Lydia is interested for the Casino promotions but she can't find them straitway.
Julia hasn't used a promotion before and she would like to find out how she can do that.
Gali likes to play casino games and wanted to find out what offers are available.
Competitors
I have a good overview now but I need to see what others did. I looked at our direct competitors.



IA Study
Studing navigation was helpful - as I defined the way of sorting and grouping data that other companies did before at that field.I defined lables and check that with users, product managers and engineers in card sorting sessions.

Promotions

Offers

Register

Products

T&C

Duration

Events

Account
Design
Design Iterations
After realizing what solution would bring the most value for the users, I decided to take it a step further and brainstorm the ideas for the actual features.


Validating the Designs
My strategy was to address the specific points of friction through careful attention to copy and to make sure the design patterns I’d apply were as clear as possible - and consistent with the overall Betway experience. Testing was generally successful - most tasks were completed by testers at a success rate of 72% or higher.
Solution
Solution & Key Features
• On land, users will be able to login, create an account or reset their password.
• Brand categories for users to choose and explore accordingly.
• Primary copy easy to read.
• A small summary of T&C displayed on each promotion.
• If users tap on T&C, they will stay on the same page
• Clear differentiation between Opt in and Opted in state.
• There is clear information displaying the duration of each promotion.








What's Next?
Of course this isn’t where it ends. There is still lot’s of work for me to do to improve both the product itself and it’s offerings, the visuals you see above will be out of date in no time. I’ll continue my approach to constant learning and iteration. Additional features are already in the works and I’m excited to see how it develops further.
What's Next?
Case Studies
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