Ladbrokes

Overview

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Improving Ladbrokes’ onboarding process by addressing UX concerns and optimizing the user journey.

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Problem context

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The audit highlighted numerous pain points like unclear CTAs, confusing form flows, validation issues, and insufficient clarity on promotions—leading to friction during onboarding.

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How could we...

Simplify the onboarding journey, improve clarity around promotions, and remove user friction whilst ensuring a early engagement process?

Defining success

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01. Seamless onboarding process

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Reduce friction throughout the onboarding process by streamlining form fields, providing contextual help, and improving autofill and validation mechanisms. This ensures users complete registration without confusion or errors.

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02. Clear and actionable promotions

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Promotions and offers should be explicitly communicated and visible throughout the user's journey. Ensuring users can easily understand and claim offers will create a stronger sense of value from the outset.

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03. Improved personalization & responsiveness

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The journey should adapt to the user’s needs with features like form autofill, dynamic error handling, and personalized onboarding screens. This reduces user frustration and builds trust with the platform.

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04. Enhanced accessibility

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Addressing accessibility and UI performance will make the onboarding process accessible to a broader audience, including users with visual impairments, while improving page load times and form responsiveness.

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Results

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13%

Uplift in completed registrations.

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20%

Reduced drop-off

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27%

Reduction in support tickets