Driving Conversion and Scale at William Hill
At William Hill I worked across three distinct challenges: redesigning landing pages across 11 betting verticals, designing Lucky 7 - a mobile-first product for emerging markets, and a World Cup gamification campaign that won the company's top customer award.
Redesigning Landing Pages Across 11 Verticals
The Problem
William Hill's landing pages were non-responsive, built individually in scrappy HTML, with images that broke on mobile, inconsistent branding, and no coherent visual hierarchy. Each new campaign required building a page from scratch. The pages weren't performing - high CPC, low conversion, and a visual presentation that undermined the brand rather than supporting it.
My Role
I led design strategy and execution across all 11 verticals, working with a team of 5 designers and the Art Director, running A/B testing via Optimizely, and directing development with the Krakow engineering team.
Process
I started with a heuristic audit across all 11 verticals, identifying the recurring failure patterns: weak visual hierarchy, CTAs buried below the fold, no mobile optimisation, and campaign imagery that was generic rather than engaging.
From there I designed a responsive grid system, rebuilt the visual hierarchy around a clear primary CTA, and introduced high-production campaign imagery - including high-profile sports and talent partnerships - to make the pages feel immediate and brand-appropriate.
The most impactful structural decision was building a modular template system. Previously every campaign page was built individually from scratch - inconsistent, slow, and difficult to maintain. The new system gave the marketing team reusable, responsive components they could assemble quickly without breaking brand guidelines or layout integrity. Campaigns that previously took days to produce could be turned around the same day.
A/B tests via Optimizely covered CTA placement, image hierarchy, messaging variants, and sticky CTAs, with iterations driven by performance data throughout.
Outcome
The redesign delivered a 94.7% increase in CTR on Football pages and a 148.7% increase on Vegas Casino pages. The modular template system reduced campaign production time significantly and gave the marketing team independence from development for standard launches.
Lucky 7 - A Mobile-First Product for Emerging Markets
The Problem
William Hill wanted to enter new markets - primarily India and Eastern Europe - with a product tailored to first-time and casual players unfamiliar with traditional betting mechanics. The brief was to design something that felt distinct from William Hill's core product: simpler, more game-like, and built for low-bandwidth Android devices.
My Role
Lead designer end-to-end - research, UX, UI, prototyping, and working directly with engineers on optimisation for varied screen sizes and network conditions. Six-month MVP timeline.
Process
I researched competitor products in the lottery and casual gaming space to understand the conventions players in these markets were already familiar with. User testing focused on the betting selection flow and onboarding - the two highest drop-off points in similar products.
The design prioritised legibility and speed over visual complexity: clear betting mechanics, minimal onboarding friction, and micro-interactions that made results feel engaging without requiring high bandwidth. I built a modular design system that allowed quick iteration and market-specific adaptations without rebuilding from scratch for each territory.
Regulatory requirements varied by market, so the system had to accommodate different rules around display and messaging without breaking the core experience.
Outcome
Lucky 7 launched on time across target markets. The modular system enabled the team to adapt and iterate post-launch without significant design overhead.
Scratch of the Day - World Cup 2018
William Hill ran a daily gamification campaign throughout the 2018 World Cup - players revealed scratchcard offers and cash prizes tied to that day's fixtures across desktop and mobile.
I designed the full experience: the daily game selector showing past, present, and upcoming games with clear state differentiation, the scratch mechanic itself, and the responsive post-scratch confirmation flow. The challenge was making something feel genuinely playful within William Hill's brand constraints while keeping the conversion path - deposit, claim, play - frictionless.
The campaign won the William Hill 'Eyes on the Customer' award in 2018.
