Project
UBET → TAB
UX · UI · Product · Strategy
Tabcorp
2020
Role: Design Lead
Overview
In 2018, Tabcorp’s wagering and media acquisition UBET was rebranded into the TAB brand. Merging the wagering business of QLD, NT, TAS, SA jurisdictions with TAB’s NSW and VIC.
Whilst the brands were now the same... The technologies, platforms and products were not. By early 2020, a complete customer migration was delivered to merge technologies, platforms and products into the one organisation.
Approach
As Design Lead, I spearheaded the customer migration project and delivered the end-to-end experience, which included integrating merged technologies, platforms, and products.
I used a co-design methodology, following the double-diamond design process.
Creating while iterating, Refining concepts and testing
The design process incorporated multiple methodologies: ideation workshops, desktop research, journey mapping, concept sketches, competitor and comparative analysis, product gap analysis, wireframing, high-fidelity mockups, user testing, and branding.
Outcomes
This design initiative successfully migrated over 750,000 customers to their new ‘home ground’. We enhanced their experience by migrating products and platforms, offering customers more features than before. The business could then focus on optimising processes and delivering new value to its now expanded customer base.
Contact
Want to view more of this project? Feel free to reach out to hello@mattmc.me