William Hill kicks-off major website revamp
Operator begins roll-out of Project Trafalgar with golf, tennis and rugby union first to be upgraded
William Hill has begun the roll-out of a new responsive front-end which the firm claims will transform its future flexibility by handing it full autonomy over its customer-facing website.
In recent weeks William Hill has released a new interface for all tennis and golf pages while it has also included rugby union for a selected customer base. The operator said it planned to transistion further sports in the coming months.
The major project, which has been three years in the making and required the input of 80 in-house developers, has seen the operator build a brand new platform to sit on top of the OpenBet back-end.
The development of the new site, referred to internally as Project Trafalgar, was the brain child of director of innovation and customer experience Jamie Hart, while the project has been overseen by director of product development Stuart Weston.
According to William Hill Online managing director Andy Lee, the new front-end will result in a “better, faster, entirely unique website and app” and will enable the firm to press ahead with plans to incorporate a greater level of customer personalisation.
“And crucially it means that we can keep evolving it, rapidly, by increasing the velocity of technical updates that ripple across all of our platforms, even as far as our in-shop display modes if we so desire,” Lee told eGaming Review.
“Ultimately, it’s about future flexibility to bring in new products, features and customer experience enhancements from our teams including our busy innovation lab to our site – that’s why the project is so important to us,” he added.
The changes will also enable the operator to further improve its in-play service, with the new platform able to process a greater number of updates at more regular intervals, while any changes made to the site will automatically filter through to all channels.
News of the roll-out comes after eGR earlier this week reported that William Hill had launched an innovative pre-paid MasterCard which enables customers to spend money anytime, anywhere direct from their William Hill accounts.