How the Tote improved customer retention while decreasing rework and acquisition costs

With UserZoom, UX designers at the gambling platform make business-critical decisions that avoid costly mistakes and rapidly launch customer-tested products

Following the Tote’s acquisition and rebrand in early 2019, its goal is to create a world-leading pool betting platform to delight new and returning audiences with innovative products and a fantastic experience. 

To make the platform more valuable, attract new customers, and improve customer retention, the Tote knew that best-in-class technology, digital innovation, and high levels of customer engagement would be required. 

Results

Insights

From the first click to the last

Iteration

At a rapid pace

Benchmarks

To measure and optimize products

Insights on customer journeys from the first click to the last

It was decided that new, customer-centric, online products would be developed while existing products were modernized and optimized using agile development cycles. 

Michael Mangan, Senior Lead UX Designer at the Tote, knew that his team would need insights on customer journeys across multiple devices, from first click to last, to understand what their customers are doing. With UserZoom, the Tote was able to quickly gather data on a large number of tasks across their customer journeys, starting from the discovery and ideation phases, all the way through to live features and designs.

As a result of this, the team was able to spot issues early on in development, create fixes, and test again at speed, ensuring that research wasn’t a bottleneck during development. 

About the Tote

Based in the UK, the Tote is a British pool betting platform for horse racing. Owned from its formation in 1928 by the British Government, it was sold to Betfred in July 2011, and later sold to UK Tote Group in October 2019.

Industry

Gaming & gambling

Region

UK

From the Tote

With UserZoom, we’re getting feedback at all stages of the product development lifecycle - spotting issues early on, significantly reducing re-work. We're preventing wasted acquisition costs and improving customer retention

Michael Mangan, the Tote

Senior Lead UX Designer

Buy-in to improve multiple products quickly

Not only was conducting the research quickly crucial for the organization, there were multiple products in various stages of development to manage. This led to a large volume and variety of questions that needed validating with customer feedback.

The Tote was able to conduct this research with speed and efficiency by having an array of research methods and forms of measurement in one place. The user insights they uncovered served to get the entire organization bought into the product decisions they were making. 

The team was able to accomplish this buy-in by sharing: 

  • Short video clips of user moments that highlighted UX challenges with development stakeholders.
  • Survey and click test data to build business cases for changes.
  • Task success and time-on-task data with business stakeholders to show how user behaviors convert to metrics for the bigger picture.

Benchmarks for future features and product optimizations

The Tote team also wanted to measure and optimize their products going forward with UserZoom. They established benchmark UX measures for features and products, which can be used to evaluate the impact of the changes made and identify opportunities to improve. 

For every future decision, the Tote will be able to actively measure whether their decisions positively affect the UX of their products. By also conducting competitor benchmarking, they are able to see not just how their products compare to one another but how they compare in the market. 

UserZoom solutions

Quick design iteration

User-focused product decisions

UX measurement

Summary

As a result of embedding UserZoom throughout the design and development process, the Tote is able to get customer feedback at all stages of the PDLC in just a few hours. This enables the Tote to spot issues early on, which significantly reduces the amount of re-work. 

Ultimately, the ability to answer a variety of questions at volume led to cost-savings. By reducing the amount of development and design rework the Tote experienced reduced customer acquisition cost.

Including customer feedback into new and improved products, the Tote was able to improve their product experience, increase customer retention, and benchmark for future improvements. 

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