UX Connections is a design consultancy based in London, UK. Our team designs customer experiences and digital products that your users will love.

UX / CX / IA Design Consultancy QA / Testing

Ladbrokes brings Virtual Sports to mobile for large revenue uplift

Last updated: Jan. 21, 2020, 12:10 p.m.

The Challenge //

Create a Virtual Sports experience on mobile and tablet for 24/7 on-the-go betting


The Solution //

UX Connections designs user experiences for a successful MVP, followed by a full Virtual Hub

Consultants from UX Connections collaborated closely with the design team from Mobenga – the sports betting solutions provider – and the internal team at Ladbrokes, on a three-phase rollout of Virtual Sports on mobile.


The first phase was launching Virtual Sports in the Sportsbook app as a minimum viable product featuring only horse and greyhound racing. This saw UX Connections conduct competitor analysis, identify key user journeys for mobile and tablet, and wireframe all the Virtual Sports pages. We also collaborated with Mobenga on graphic design.


The second phase, which followed a successful launch of the MVP, saw the introduction of additional sports, bringing the total to seven. UX Connections ensured the smooth transition to a wider product offering by producing fully annotated wireframes for all possible scenarios.


The third phase saw the introduction of a Virtuals Hub which allowed easier navigation between the Virtual Sports on offer, as well as a cross-sell experience which allowed users to easily switch between live and virtual events via promotional banners and imagery. This Virtual Hub was proposed and designed by UX Connections.


The Results //

A four-fold increase in active users for the Virtual Sports product

Since its launch on the Sportsbook app as an MVP, Virtual Sports has seen a large increase in the number of bets placed per day, along with a significant increase in net gambling revenue. The number of active users of Virtual Sports per day is now four times higher than when the product was desktop-only.

Due to the runaway success of Virtual Sports on mobile and tablet Ladbrokes now intends to overhaul the desktop experience: by moving to the same Mobenga platform as the mobile app; and by replicating the user experiences designed by UX Connections.

UX / CX / IA Consultancy Design / Illustration Apps

Spinning Globe

Last updated: Jan. 21, 2020, 12:10 p.m.

The Challenge //

We were privileged to work with Spinning Globe on designing their prototype travel inspiration website. The objective for this project was to create a service where people could collect, save and share holiday ideas from around the globe and grow their collections for future trips.


The Approach //

  1. Meeting the client and their team to discuss the vision for this website product.

  2. Understanding the history and journey of this product, when it began as a physical map print out.

  3. Carry out card sorting to plot out the structure of the product and develop an early idea of the navigational system.

  4. Develop a visual feature matrix and place the card sorted features into different categories of scope. For the prototype and testing product, we needed to first design the core structure of the website in collaboration with the developers.


The Strategy //

  1. Creating a sitemap that displays all the links between different screens, states and actions found within the website.

  2. Drawing high level desktop and mobile wireframes covering some of the key screens that are involved in the users journey.

  3. Organising, annotating and drawing more wireframes to account for various other user journeys outside of the standard consumer.


The Results //

  1. Once the content was outlined in the high level wireframes, we went straight into developing some high fidelity versions where we could start making decisions on how the prototype will function and appear when released.

  2. The developers we were collaborating with had a clear line of communication allowing us to form a back and forth channel where they could have sprints to develop every wireframe as we went along, optimising our progress.

  3. After a number of reiterations and improvements, the product was now ready to be properly tested in our interaction lab before going to live launch.

UX / CX / IA Consultancy

UX Connections is a design consultancy based in London, UK. Our team designs customer experiences and digital products that your users will love.

UX / CX / IA Design Consultancy QA / Testing
Want to delight users and deliver real business value? Our customer-focused, evidence-driven UX consultants and digital product designers can help.


Chris Sainsbury


Chris has over a decade of experience working in London and New York and founded UX Connections with a vision to provide clients with a flexible supply of trusted, specialised user experience consultants.

Jonny Hough

Business Director

Jonny’s energy and dedication to delivering successful projects of the highest standard is what sets him apart from the crowd. He’s a valuable source of new business leads for UX Connections, as well as providing expert advice and guidance.

Ali Hamra

UX Consultant

Ali is a precise communicator — dedicated and resourceful, he finds the delicate balance between detail and aesthetic across all deliverables. Ali is able to work across industry sectors, adapting to client domains and providing UX expertise.

Anwen Odell

UX Manager

Anwen is the heart and soul of UX Connections – embodying our values and ensuring everything runs smoothly so our consultant team can focus on what they do best – designing great experiences.

Claire Richy

UX Consultant

Hayley Charlton

UX Consultant

Sophie Curzon

UX Consultant

Eoin Herlihy