Quick summary
- Traditional betslip journeys were slow, multi-step, and inconsistent across bet types. We launched the Quacca Bar — a persistent betslip that lets users build, edit, and place singles, ACCAs, and Bet Builders directly from anywhere in the app. Post-launch, bet placement became faster, drop-off reduced, and the Quacca Bar quickly became the dominant method: Coral in-bar usage rose from 38% → 63%, Ladbrokes from 39% → 61%, with over half of ACCAs and 80% of Bet Builders now placed in-bar.
Project Description
Context
The bet journey had long been a pain point for Ladbrokes and Coral customers. Traditional betslips required too many steps, making it harder to place straight-line bets or manage complex Bet Builder accumulators.
To address this, we designed and launched the Quacca Bar, a persistent betslip that stays with the user across the app. It allows players to build, edit, and place bets without navigating away from their journey.
Since launch, Quacca has quickly become the dominant bet placement method. It improved speed, reduced friction, and set a new standard for how customers place bets across both brands.
Problem Statement
Placing bets in the existing journey required navigating in and out of the full betslip, creating unnecessary friction. Users struggled with:
- Too many steps to place simple, straight-line bets
- No easy way to manage selections on the fly
- Inability to place multiple bet types (e.g., ACCAs, Bet Builders) without starting over
The result: slower journeys, drop-off before placement, and frustration compared to competitor offerings.
Competitor Analysis
We reviewed leading operators (Bet365, Paddy Power, Bwin, Virgin Bet, William Hill). Only Paddy Power and Bet365 supported multi-event Bet Builders, giving them a flexibility edge — confirming the need to innovate.
OKRs
Objective 1: Reduce friction in placing single and accumulator bets
KR: Increase bet placement speed by 20%
Objective 2: Drive adoption of Bet Builder and Bet Builder+
KR: 50% of Bet Builder bets placed via Quacca within 3 months
Objective 3: Improve customer satisfaction with bet placement
KR: +10% uplift in CSAT on bet building
Key Metrics
To measure progress against these OKRs, we defined clear success metrics:
- % of bets placed via Quacca vs. full betslip
- Avg. time to place a bet (single, ACCA, Bet Builder)
- Drop-off rate before bet confirmation
- Proportion of Bet Builder and Bet Builder+ placed via Quacca
- Weekly stake turnover change post-launch
Current Experience & User Insights
Before the redesign, the betslip experience was fragmented and frustrating.
- Single bets: Required multiple steps with constant navigation between markets and the slip.
- Accumulators: Even more complex, with repeated navigation and manual management.
- Inconsistent flows: Singles, multiples, and Bet Builders all worked differently, forcing users to relearn each journey.
- Too many steps: Even simple bets felt slow.
- Clarity issues: New users struggled to place Accas, while experienced bettors adapted.
- Competitor gap: Rivals already offered faster, more flexible journeys, increasing churn risk.
Competitor Analysis
We benchmarked leading operators to understand how they handled betslips and where opportunities existed for us.
Findings:
- Bet365 & Paddy Power: Only operators supporting multi-event Bet Builders, offering more flexible journeys.
- Others (Bwin, Virgin Bet, William Hill): Flows were still limited to single-event builders and felt slow or cluttered.
- No one offered a persistent, in-app bar to manage and place bets.
This confirmed our opportunity to leapfrog the market by unifying bet types in one fast, persistent bar.
Wireframe Concepts
We explored three possible directions before landing on the final solution.
Concept 1: Add to Betslip Bar
Bar followed users as they added selections, which could be edited before sending to the full betslip.
- Pros: Flexible; edit before placement; supports ACCAs and Bet Builders
- Cons: More complex build; still relies on full betslip
Concept 2: Persistent Bar → Full Betslip
Bar updated with selections, but edits only once inside the betslip.
- Pros: Simple, familiar; builds on existing ACCA bar
- Cons: Less flexible than Concept 1
Concept 3: Persistent Bar with Direct Placement (Final)
Chosen direction. Users build, edit, and place directly from the bar (singles, ACCAs, Bet Builders), with optional expand to full betslip.
- Pros: Fastest journey; unified for all bet types; fewer steps
- Cons: More complex to build; needed careful UX to avoid overwhelm
User Testing & Feedback
User Testing & Feedback
We validated wireframes and flows with unmoderated testing across Ladbrokes and Coral customers.
Key takeaways:
- Removing and editing selections was much simpler than the existing flow.
- Direct placement reduced time-to-bet significantly.
- Newer users initially struggled to find where to place singles when multiple selections were active, but understood once guided.
- Overall sentiment: faster, simpler, less friction.
MVP Launch & Final Designs
The Quacca Bar launched at the end of the season across both Ladbrokes and Coral.
- Customers can now build, edit, and place singles, ACCAs, and Bet Builders directly from the bar.
- Within weeks, Quacca became the dominant placement method across both brands.
- 4 in 5 Bet Builders are now placed through the Quacca Bar.
- Strong collaboration across UX/UI, product, engineering, data, and commercial teams ensured a smooth rollout.
Results & Impact
The impact of Quacca was immediate, measurable, and directly tied to our OKRs:
This shows that Quacca not only improved speed and reduced drop-off but also became the primary placement method across all bet types, with particularly strong adoption in high-margin Bet Builders.
Next Steps & Future Vision
We continue to evolve the betslip iteratively, with live data and user feedback guiding improvements.
- Personalisation: surface bet suggestions based on past behaviour
- Cross-sell: connect sports and gaming journeys more seamlessly
- AI-powered Bet Builders: generate smarter, contextual combinations