Client: Unibet
Role: Concept, User Experience, User Interface, Design Automation
Goal: Create customized, data-driven, and individualized CRM experiences by assessing existing email template designs and creating electronic communications that resonate with brand strategy, service updates, product features, acquisition promotions, and campaign requirements. Establish Unibet as the go-to destination for meeting customers’ gambling and entertainment requirements.
Challenge: Installed an automated engine (Pega), utilized a personalization tool (MovableInk), and integrated an external CRM tool (Taxi for email) to streamline the distribution of data-driven and personalized communications. Emphasis was placed on adjusting Unibet’s customer behavior, necessitating an element of encouragement for change. These campaigns were designed to highlight the idea that Unibet provides entertainment and competes for people’s time.
Solution: Revamped Unibet’s email communication to be data-driven and customer-centric. Introduced new email components featuring diverse modules, fostering enhanced integration with other brands under the Kindred Group umbrella.
2020-2023
How it all started…
To enhance email performance and boost click-through rates (CTR), a project has been initiated to take the initial steps towards implementing data-driven communications, as the current email communications have become outdated.
Step 1: Conducting preliminary testing on a smaller scale using external tools
Executed email testing utilizing Optimizely, LiveClicker, and Nifty Emails. Incorporated personalization and integrated real-time value statistics, enhanced odds, and jackpot data based on internal API. I’ve developed diverse templates for various products—casino, live casino, and sportsbook—for further testing and provided training to the internal team accordingly. Following extensive testing and data collection, the decision was made to leverage more advanced AI tools, leading to the implementation of step 2.
Step 2: Designing fresh email wireframes and modules for an AI decisioning tool.
I’ve organised the workshop as part of phase 2 starting point. Copy, CRM and Design teams have been involved to conduct best practice customer communications. I’ve organised the senior design team to establish wireframes, email modules and managed design feedback. Worked together with CRM team to design final modules for testing. I’ve finalised UI designs with final design concepts based on CRM requirements.
Phase 1 | Research
Phase 1 | Wireframes
Phase 1 | Modules – Campaign Testing
Solution: Automated email communications powered by data-driven processes and assets
It enables the effortless generation of dynamic and large-scale production assets for emails utilizing Kindred data sources. Integrated into the content are personalized elements aimed at targeting the customer, catering to individuals who have a passion for sports or recommending their favorite games. The data sources encompass value statistics, Kambi odds, casino jackpots, and various APIs. Based on the tested World Cup campaign click-through rate (CTR), there has been a notable increase of 5.63%.
Outcome: This progress marks advancements in the creation of additional modules like Cash Drops, Free-to-Play Games, Sponsorships, Game Releases, and more. Furthermore, it serves as the initial stride into phase 2, which involves automating email communications for other Kindred Group brands such as MariaCasino, Bingo.com, Kolikkopelit, Storpelare, and others.
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