Kindred Racing Platform

Background

Unibet, a subsidiary of Kindred Group, serves 9.5 million customers across 100 countries. The platform offers a wide range of sports betting options and aims to provide a seamless gaming experience. After the success of KRP, Unibet decided to bring the entire Sportsbook platform in-house to gain more control over its products and customer experience.

Problem

Despite its global presence, Unibet struggled to compete in some markets, lagging behind more established sportsbook brands. This was partly due to the inconsistent experience between the Racing and Sports sections and a lack of features that competitors offered as standard.

Starting Point

The existing design needed a full update to match the brand’s vision and introduce new features to stay competitive. We began by researching customer needs and expectations.

Understanding User Needs: We analyzed the user experience to identify pain points and spoke with sportsbook users to understand why they preferred other platforms. We also gathered feedback from VIP customers to learn about the features they wanted and how we could improve the product to boost retention.

Competitor Analysis: We reviewed leading sportsbooks like Bet365 and Sportsbet to assess their features and compare them to what Unibet offered. We also looked for ways to improve these features and create a better user experience for our customers.

Findings

Our research revealed several issues with the current user experience:

Inconsistent Interface: Customers pointed out the clear difference in branding between the Sports and Racing sections. The inability to place bets on both in one transaction added to the frustration.

Lack of Key Features: We found that some industry-standard features, like same-game multis (combining multiple bets from the same game into one wager), were missing.

Customer Rewards: There were limited rewards or incentives for customers to return, and the available rewards were not clearly explained or easy to find.

Solution

We redesigned the interface to provide a consistent experience in both the Sports and Racing sections. A major update was the option to switch between light mode and dark mode throughout the app. We also introduced a new Betslip that works for all types of bets. The Bet Builder lets users combine multiple bets from the same match, while the Rewards Centre helps users track and understand their rewards. Additionally, we improved the My Bets section to give users more control and clearer visibility of their placed bets.