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A leading betting and gaming organisation was investing in transforming the in-store gaming experience across its 600 or so UK stores. In doing so, they wanted to develop a platform that responded to the current and future needs of their customers.

We took a customer-first lens across the design and development of the future in-store and gaming experience to deliver a paper prototype of the new platform that we tested with customers. To get to this prototype we ran a rapid, empathy-based, design-thinking sprint with two cross-functional teams from product, platform development and in-store; developed a set of personas and corresponding customer journeys; and used external market trends to inform ideation and different solution options.

The prototype we developed served as a pivotal input into the future design and helped challenge existing business assumptions to drive innovation and customer-centricity. The process also demonstrated the value of adopting a customer-centric mindset to solution design, which has set our client up for success as they embark on future digital innovations.

The design-thinking approach really helped us broaden our thinking on how we think about our stores in the future – giving us a framework we can continue to use as we go through this process and test with our customers.

Summary of work

  • Design thinking
  • Persona development
  • Customer journeys
  • Customer testing