Customer experience strategy

Department of Education

About William Hill

Founded in 1934, William Hill is one of the most trusted brands in sports betting, attracting millions of customers from around the world.

Employing more than 16,000 people in eight countries, William Hill continually innovates to bring customers engaging ways to bet and game, whether in betting shops, sports books, online or on their mobile devices.

The Project

William Hill is a well-established bookmaker in the UK. To increase their market penetration in Australia, they identified the need to develop a deeper understanding of the target audience and create a clear vision to shape their CX strategy moving forward.

The Challenge

Sitback was engaged by William Hill to conduct a 2-phase Customer Experience (CX) Strategy project, in collaboration with two of their internal teams: UX and Voice of Customer.

In the first phase, we were responsible for validating and extending previous research, as well as creating assets to disseminate our findings (e.g. CX map).

In the second phase, we involved stakeholders in the design process, helping them translate research insights into design considerations and shape the UX strategy.

Our Process

We conducted a thorough and extensive documentation review to understand the business landscape, and 14 stakeholder interviews to explore the business requirements and considerations. Based on the information gathered, we defined the best research approach for the discovery phase to ensure we met the identified research objectives.

Several user research techniques were used in the study. This included in-depth user interviews with 12 big-event punters (who bet once or twice a year), a 3-week diary study and follow-up interview/survey with 24 regular punters (who bet at least once a week), as well as a large-scale voice of customer survey to validate the qualitative findings.

After completing phase 1, Sitback was then invited to conduct another phase focusing on the translation of user requirements into a CX strategy, IA and UX recommendations.

We conducted 4 hands-on co-design workshops to involve various stakeholders in the translation of the research findings into actionable strategies and exploration of concepts for a new website.

Several workshop activities were used to explore ideas and encourage collaboration, including sketching (to generate ideas based on the needs of different personas), paper prototyping (to experience the design process and collect thoughts on items to be included/excluded, flow and layout) and assigning dots (to prioritise the ideas).


We documented our findings from the research and translated the user requirements into a customer experience map, four personas, and four task flows. We also prepared an extensive discovery report and posters for the office wall to share the outcomes with the business in a more digestible way (including the approach, key findings, personas, and CX map).

After the co-design workshops, we identified opportunities and areas for further exploration. We also translated some of the ideas generated for the new website into low fidelity prototypes to be tested and refined, working closely with the internal UX team and providing a clear direction for them to keep moving forward.

"Thanks to all of you for doing such an amazing job! You’ve all worked so hard, and with such a positive attitude – I couldn’t be happier with the output. We now have a really strong foundation to move forward with both strategically, and day-to-day through our product delivery."


- UX Manager, William Hill

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