Ladbrokes - Coral

One Code To Rule Them All

a white label adventure...

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Ladbrokes Coral is a key player in the online gaming and betting industry with over 10 high revenue applications, from bingo and slots to live casino and sport events.

When I first started working for Ladbrokes-Coral our main mission was raising the Tel Aviv R&D branch from scratch while owning the development of over 10 mobile applications.

So needless to say, my primary objective was finding a manageable solution that will allow the maintenance of all existing products and delivery of new exciting features with a growing team of developers.

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Taking my past experience working on Homestyler application white label project, I was able to make the necessary adjustments to provide a CSS like solution based on a single source code to include most the company's mobile applications,

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In other words…reducing work effort and time to market while improving stability and delivering a better user experience.

One source code to rule them all… “Precioussss”

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At first, after running a personal research on the challenge, I created multiple POC’s, fully detailed technical documentations, flow charts, graphs, and ran live presentations to technical teams and non technical departments and stakeholders until the idea was approved.

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Working in SCRUM methodology to meet strict deadlines, I managed cross teams dependencies, faced countless technical challenges, met with backend team to define crucial new server API to support and expand product capabilities, provided well defined features/user stories and met with UI/UX teams to finalise their vision.

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All that hard work was absolutely worth it, as everybody were completely on board once started (even the skeptics) and the project was successfully delivered on time.

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I can honestly say I’m incredibly proud of my team and their commitment, but not just my team…. it was always a group effort, and this was a great group of people taking on a huge task.

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Direct results from leading the white label project:

* Reduced 40% of  work effort by designing a white label project for developing multiple applications with a single source code.

* Reduced 25% of time to market by designing and packaging reusable code, minimising QA work load and delivery set backs allowing the company to stay competitive in a fierce market. 

Increased marketing and sales capabilities, providing real time UI replacement. 

* Increased customers trust by reducing 30% of live issues/bugs in production by defining a new server api to provide real time remote configurations capabilities , reducing the need for immediate hot fix releases while maintaining applications stability.

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Other great results achieved during my work:

* Improved overall UI/UX, participating in user usability sessions, running surveys with different focus groups of real users focusing on users goals, and the tasks they performed within the application to achieve those goals 

* Improved conversion & retention rates by over 15% by simplifying  registration & login journeys.

* Increased ARPU by implementing a quick & easy deposit feature.

* Increased marketing conversion by implementing deep link capabilities from live campaigns.

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