Skrill is a digital wallet known for its integration with sports betting websites, providing seamless payment services to multiple sites.
Combining quantitative and qualitative analysis allowed us to formulate a roadmap for addressing customer behaviour and improving the service. Here’s how the process came together.
Qualitative analysis
Customer interviews
We conducted 50+ interviews with customers in Brazil, Portugal and England, revealing that there was little to no loyalty to a specific sports betting operator. This prompted further investigation.
Understanding switching behaviour
We captured the reasons customers switched, to understand their behaviour. Customers were quick to switch to a website that did not offer Skrill as a payment method.
Onboarding challenges
Customers had a limited understanding of the various websites they could pay with Skrill, which led to potential churn as they could easily move to a website not accepting Skrill.
Quantitative analysis
Market research
Data from multiple countries (e.g. Brazil, Canada, the UK) showed that customers frequently used more than three sports betting websites.
Internal research
We examined the number of websites our customers were paying to, to establish the current metrics.
Revenue analysis
We looked at Average Revenue Per User (ARPU) and other metrics to better understand the value of the digital wallet for customers who use multiple sports betting websites, to support our business case.
Combining the findings
Experimentation
We started with a small experiment in one country, adding a merchant widget to the app home that showed logos of selected merchants. This resulted in increased usage of those specific websites.
Collaborative team effort
We gathered a team of engineers, designers, product managers, analysts, account managers and customer service representatives to work together on a design sprint using the collected data.
Problem definition
The team narrowed down the problem to be solved, focusing on helping customers discover their next sports betting website.
Roadmap creation
The team designed an end-to-end journey to address the issues we’d found and improve the service. The roadmap aimed for a release in Q3 and Q4.
By combining qualitative and quantitative data, we gained comprehensive insights into customer behaviour, needs and preferences.
The resulting roadmap aims to enhance the customer experience, increase retention, and promote the use of Skrill across sports betting websites.
My role
As director of product design, my role was to help interpret the interviews, help shape the final problem statement, organise and take part in the design sprint, and finally promote the insights, process and results to the leadership team, the company and the wider world.