Ladbrokes InfoHub

InfoHub is a revolutionary way to learn about your next bet. Get in depth analysis on racing and sports. Even see where the money is going!

This design system is located in app and is opened when the application is turned onto its side.

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How I Used Design to Increase Engagement of Users 750%

Reide's design strategy based on using colour theory to break up the main app added a dramatic user change!
Mark Cowie, Lead UX Designer

The Problem

InfoHub had already had two large attempts at engaging in the execution of InfoHub.

When I was engaged to come and work for the company they wanted to give it to someone with fresh eye and with a vision to get this out the door with the quality it deserved in the timeframe required.

Solution

Knowing that we were getting 3rd party data we had to be inclusive of the way it was coming in and prepare ourselves for the worst case scenario when displaying someone elses data (although we later found out we could have had API access).

We didn't go far away too much from what was originally given just adopted my own style guide and had our dev team manipulate the dom.

My Strategy

Implement a Basic Style Guide for InfoHub

Dark Interface to Change Users Wayfinding Experience

This is a hard conversation to have.

How about doing something wayyy different than what we have done before in the app?

That's what I did. And this is one of the most valuable parts of the app.

Best UX Practices

Flipping the device on it's side instantly activated InfoHub when you were checking out an event. So seeing the app flip colours changed the users perception of use.

I kept a lot of the button colours the same however. Keeping the buttons widths/heights 44px to keep touch points kept the consistency across interactions of device flips.

Rethinking the Interface Design

Flipping the device on it's side instantly activated InfoHub when you were checking out an event. So seeing the app flip colours changed the users perception of use.

I kept a lot of the button colours the same however. Keeping the buttons widths/heights 44px to keep touch points kept the consistency across interactions of device flips.

The Visuals (copy by Ladbrokes Marketing)

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Overview:

The overview of the race gives you a wide range of relevant information like: track conditions, weather, a brief race synopsis, how long there is until the start of the race and a synopsis of the top four runners in the market.

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Form Guide:

The form guide provides the same information as the popular form guide that we have always featured on our website, so you will get all the same information, but in an extremely easy to access format.

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Featured Bets:

Featured Bets lets you see exactly where the big money has gone in the lead-up to a particular race.

If one of Australia’s biggest punters has $50,000 on Criterion in the lead-up to the Ladbrokes Caulfield Stakes then you will see it in the Featured Bets section of the InfoHub.

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Fluctuations:

Fluctuations shows you the price movements for each and every runner in the lead-up to your selected race.

This data shows you the horses that have been well supported in the market and those that have been on the drift in the lead-up to the race.

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Bet Tracker:

Bet Tracker basically takes the featured bets and the fluctuations to show you exactly how much has been wagered on every single horse in a selected race.

The volume of bets per runner is indicated by the blue line and the money that has been wagered per runner is indicated by the red line.

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Live Video:

You can watch live coverage of the race you’re viewing directly in InfoHub.

If you are viewing a Victorian thoroughbred race, live coverage will begin three minutes before the scheduled start time.

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Speed Maps:

Speed Maps are used to calculate the settling position of each horse in the first part of a race.

You can use data in Speed Maps to identify horses that end up leading the race, or settling at the back of the field.

This data can be helpful when trying to make a call on a runner’s winning prospects.

Step 3: Place Your Bets

After you have taken in all the information that the InfoHub has to offer – it will take a while – you will then be ready to place your bets.

Simply click on the odds of any horse that are available in the green shading of the InfoHub and they will go straight into your betslip where you can place your bets.

Sport

Step 1: Access The Sports InfoHub

Look for the InfoHub icon on selected sporting events.

If you’re on Mobile Web, or use our Apps, rotate your device to landscape to open InfoHub where you see the InfoHub icon.

If you’re using the website, click the InfoHub icon to open InfoHub.

Step 2: Check Out The Information On Offer

infohub-nba-overview_740

Overview:

The overview of the match gives you a wide range of relevant information like: recent win/lose history, pre-game written analysis, win/draw/loss record, over/under records and away/home records.

The overview also includes a wide range of trending betting data relevant to each game – such as their position on the ladder, their record against the spread in certain situations as well as their position on the over/under ladder – as well as relevant statistical insights that give you vital information about the betting history between the two sides.

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Head 2 Head:

The Head 2 Head are offers in-depth statistical analysis about the previous encounters between the two sides or players.

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Featured Bets:

Featured Bets lets you see exactly where the big money has gone in the lead-up to a particular event.

If one of Australia’s biggest punters has $50,000 on the North Queensland Cowboys in the lead-up to the NRL Grand Final then you will see it in the Featured Bets section of the InfoHub.

infohub-nba-flucs_740

Fluctuations:

Fluctuations shows you the price movements for each team or runner in the lead-up to the selected event.

This data shows you the team or player that has been well supported in the market and those that have been on the drift in the lead-up to the event.

infohub-nba-bettracker_740

Bet Tracker:

Bet Tracker basically takes the featured bets and the fluctuations to show you exactly how much has been wagered on each team or player in a selected event.

The volume of bets per runner is indicated by the blue line and the money that has been wagered per runner is indicated by the red line.

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Ladder:

The Ladder section not only gives you the official competition ladder for your sporting competition as well as how the ladder would stand under different conditions with a range of different variables.

One of the most interesting aspects of the Ladder section is that you can customise the ladder based on selected filters.

Live Video:

You can watch live coverage of selected sporting events you’re viewing directly in InfoHub.

Step 3: Place Your Bets

After you have taken in all the information that the InfoHub has to offer – it will take a while – you will then be ready to place your bets.

Simply click on the odds of any horse that are available in the green shading of the InfoHub and they will go straight into your betslip where you can place your bets.

The Results

$120,000,000 Annual Turnover Through 2016

Throughout the whole year of 2016 InfoHub had $120,000,000 turnover and an overall large share of all business profits.

InfoHub Users Were Found the app is now used 750% More than Average.

Ladbrokes users that were using InfoHub were using it for 45 minutes, a different of 39 minutes from a regular user. A regular uses the app for just 6 minutes in comparison.

Transparency Gave Users More Trust in Ladbrokes

With built in products like BetTracker, InfoHub was perceived as a tool punters could trust to see where the money was going. If they'd got a tip from friends about a certain horse. BetTracker was there to show exactly where the money was going.

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