William Hill self-service terminals

Retail customer experience improvements and rebranded user interface for self-service terminals.


William Hill Retail


User experience design, user interface design, wireframing, prototyping, responsive web design, design patterns


With an estate of 2300+ shops generating the largest share of revenue for the group, William Hill launched ‘Plus’ to drive digital innovation in retail. Recognising the benefits for customers and colleagues alike, the following products and services were mooted for development:

  • Touch screen self-service betting terminals (SSBTs)
  • Mobile web app for retail users to track and redeem winnings from their bets
  • Back-office functions for SSBT management, auditing and security
  • Omnichannel ‘wallet’ as unified means for customers to manage their funds for online and retail transactions

For the purposes of this case study, I’ll be focussing on SSBTs.


Originally developed by a third-party, William Hill’s SSBTs allow betting shop customers to explore and place bets through a simple, touch-based user interface (UI), skinned with their branding. The downside of this solution meant there was no way to introduce USPs or user enhancements without competitors also benefiting from them.

With that in mind, it was beneficial for customers and the business to build an SSBT product in-house. This facilitated continual delivery of a better customer experience and unique offering in a highly competitive market.

Working closely with product teams, balancing user needs, business goals and technical limitations, I was tasked to:

  • Design a touch-only UI
  • Make it easier for customers to explore betting opportunities
  • Integrate continued rollout of new features to SSBTs


With plenty of insights provided from the existing SSBTs and an in-house model shop to conduct user testing, I spent time using the product with fresh eyes, learning about business requirements, and observing retail customers.

Based on usage statistics and competitive analysis, a number of key stories to consider and test included:

  • Task-based launch screen
  • Conventional menus, components and design patterns
  • Clear and simple prompts, notifications and interactions
  • Bet status checking



Key journeys from the original SSBTs had already been validated and were familiar to users, so focus was placed on the more prominent changes to information architecture (IA) and UI.

During the initial design process, sessions were held in collaboration with stakeholders where we produced a range of sketches. This allowed us to plot all ‘happy path’ scenario points between launch screen and transaction.

Wireframe for self service terminals
Examples of wireframes produced, helping to inform and prioritise IA


After using wireframes to establish hierarchy and layout, more fleshed-out prototypes were created for testing. As much as sketches are great for quick revisions and tweaks, this extra level of fidelity and interaction really helped to simulate the intended solution with users.

To further add an extra level of realism to user testing sessions, William Hill’s in-house model shop proved to be an excellent UX lab, allowing users to try prototypes on the physical product in a realistic setting.


Informed by learnings from user testing, and taking cues from a recent William Hill rebrand, UI designs and pattern libraries were created in Sketch, continually tested on SSBTs and shared with developers via Zeplin.

Betting terminal screen in situ
User interface design presented on the device

Terminal user interface design
Terminals as seen in a retail environment
Longer-term strategic goals for omnichannel and its relationship with retail