Tabcorp x Ubet Merger (Migration)

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.

lo-fi wireframing was the ‘ah ha’ moment for the project

ideation lenses + design thinking workshop outputs

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.

Mapping the gaps - customer journey mapping

Desktop ’intercept’ page concepts

User flows were created in sketch for each device

Technology options to cature users in multiple ways

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

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