This project improves Bet365’s onboarding for a smoother, user-friendly experience.
Date
2025
UX
Journey Mapping & Onboarding Redesign
Wanna go straight to some pretty sweet app screens?
Bet365’s clean yet cluttered design can overwhelm new users. A guided onboarding, progress indicators, streamlined verification, and clearer navigation would enhance the experience.
Main user pain points
Lack of Visual Cues for Account Creation
Very Long Form Process
Overwhelming Initial Landing Page
Current Pros & Cons
Streamlined form fields & account creation process
Intuitive Sign-Up Process
The sign-up process is clear and intuitive, with a helpful but somewhat subtle progress bar.
Well Structured Forms:
The well-structured form follows user expectations, ensuring an intuitive sign-up process.
Clear CTAs
Bold, contrasting CTA buttons stand out, guiding users smoothly through sign-up.
Simple Deposit Process - Making deposits a breeze!
Streamlined Transactions:
The deposit process is quick and streamlined, with minimal steps to ensure a smooth and hassle-free experience.
Multiple Payment Options
Bet365 offers various payment methods, including credit/debit cards, Apple Pay, and G-Pay, providing users with flexibility. However, not all options are immediately visible, suggesting a need for a clearer design.
Deposit Limits:
Deposit limits can enhance responsible gambling by allowing users to set limits during account creation, helping them manage their behavior and stay compliant with regulations.
Clear progress makes a clear process!
Improved Usability
Progress steps simplify registration, reduce frustration, and encourage completion by guiding users clearly through the process.
Enhanced User Experience
Progress indicators reduce uncertainty in the sign-up process, offering users a clear sense of completion and improving the overall experience.
Clear progress steps in the sign-up process are crucial for a positive user experience. They reduce uncertainty, improve usability, and enhance transparency and trust. All of these factors contribute to higher user satisfaction and better retention rates, which are beneficial for the platform in the long run.
Cons & Solutions
Con
‘I’m getting overwhelmed before even creating an account!’
Cognitive overload is a key issue in the account creation process, with an overwhelming landing page that distracts from sign-up and increases abandonment.
Solution
Why not start with a login screen?
Starting with a login screen improves user experience by offering clear choices for both new and returning users. This approach reduces cognitive overload & lowers bounce rates.
Con
'Simply too many steps to get started…'
An 8-step sign-up process causes frustration, higher abandonment, and lower conversion rates. Simplifying the process boosts user satisfaction and app growth.
Complexity leads to cognitive overload and drop-offs.
Reducing steps enhances onboarding and increases conversions.
Solution
Why not half the time it takes to sign up?
Separating sign-up and deposit processes reduces drop-offs and cognitive load, improving user flow. Offering an optional immediate deposit with reminders provides flexibility, boosting engagement and satisfaction.
Con
‘Where do I login or create an account?’
The lack of visual cues on the home screen to prompt account creation leads to user confusion, lower engagement, and missed opportunities for conversion. Clear, intuitive prompts can improve navigation, increase user interaction, and boost satisfaction.
Solution
‘Ah, this button stands out and utilises a profile icon, account creation is so simple!’
Utilising clear visual elements can make a huge difference to customer acquisition and can be the deciding factor if the user chooses to actually create an account after landing on the site/app.
Cons & Solutions
User Flow - Beginning the redesign of the signup form/process.
Previous User Flow
Proposed User Flow
The proposed user flow reduces friction by allowing exploration without sign-up, boosting engagement and conversions. Optional steps streamline onboarding, enhancing usability and retention.
This lowers drop-off rates, improves user experience, and encourages gradual engagement, increasing the likelihood of completing verification and deposits over time.
Paper Prototyping The Initial Signup Screen
Designs & Final Thoughts
Redesigned Header
Currently, there is no option to actually sign up, from a user perspective that is visible within the header, this is actually behind the Log In button, which the user has to click to view the sign up option.
The new header clearly distinguishes sign-up and login options, uses primary and secondary app colors to attract attention, and features a straightforward navigation menu, all aimed at enhancing customer acquisition.
Creating the sign-up page that users are greeted with when opening the app for the first time
Previous sign-up landing page
Lack of visual hierarchy, secondary colors, and prompts makes sign-up unclear. The hidden sign-up button and overwhelming landing page add confusion, hindering user flow.
Proposed sign-up landing page
Leverage Bet365’s iconic branding for trust, use secondary colors to highlight sign-up, and offer a minimal option for returning users. A clear benefit title and subheading should showcase reasons to join and sign-up duration.
Sign-up Form - Cutting the sign-up process time, in half
The previous sign-up had 8+ steps, mandatory deposits, a subtle progress bar, and no option to skip verification.
The redesigned onboarding includes three steps with optional verification for deposits. A prominent progress bar and a clear "Next Step" button in secondary brand colors enhance usability.
