What is Acca Shuffle?

Acca Shuffle is an innovative betting tool designed for Ladbrokes, aimed at enhancing the accumulator (acca) betting experience. It allows users to shuffle a selection of bets, lock preferred choices, and continue shuffling the rest until they’ve crafted their perfect acca to stake on. This feature simplifies the bet-building process while introducing an element of fun and spontaneity.

What is Acca Shuffle?

Overview

As the lead UX/UI Designer I was responsible for the full design cycle, including initial research, competitor analysis, wireframing, prototyping, and user testing.

My focus was on creating an intuitive and engaging interface that encourages quick decision-making while providing bettors with control over their selections.

Overview

As the lead UX/UI Designer I was responsible for the full design cycle, including initial research, competitor analysis, wireframing, prototyping, and user testing.

My focus was on creating an intuitive and engaging interface that encourages quick decision-making while providing bettors with control over their selections.

Client

ENtain-Ladbrokes

Role

UX/UI Design LEAD

Client

ENtain-Ladbrokes

Role

UX/UI Design LEAD

Project Type

Game Creation & Branding

Timeline

6+ Months

Project Type

Game Creation & Branding

Timeline

6+ Months

Challenge

Balancing randomness with user control to maintain betting confidence.

Ensuring a seamless experience across mobile and desktop platforms.
Differentiating Acca Shuffle from traditional bet builders in the market.

Challenge

Balancing randomness with user control to maintain betting confidence.

Ensuring a seamless experience across mobile and desktop platforms.
Differentiating Acca Shuffle from traditional bet builders in the market.

Objectives

Enhance user engagement with a dynamic, game-like betting tool.

Simplify the process of building accumulator bets.
Provide bettors with flexibility to lock preferred selections while maintaining the excitement of randomised options.

Objectives

Enhance user engagement with a dynamic, game-like betting tool.

Simplify the process of building accumulator bets.
Provide bettors with flexibility to lock preferred selections while maintaining the excitement of randomised options.

Competitor Research

Bet365 Bet Builder: Offers extensive customisation, allowing users to manually select bets across different sports. While it provides control, it lacks a shuffle feature, making the process less dynamic and potentially time-consuming for users seeking quick bet options.
Paddy Power’s Same Game Multi: Focuses on multi-bets within the same event, providing suggested bets based on popular markets. It offers limited flexibility compared to Acca Shuffle, with no randomisation or shuffle mechanics to introduce variety quickly.
Sky Bet Accumulator Tools: Features an "Acca Generator" that suggests bets based on user preferences like odds range and sport type. However, it doesn’t include an interactive shuffle function or the ability to lock bets, making it less engaging for users who want more control over bet selection.

William Hill #YourOdds: Allows users to request custom bets via social media, which are then priced and added to the platform. While interactive in a community sense, it lacks real-time shuffle capabilities and is not as quick for users looking to build accas instantly.
Betfair's Acca Edge: Provides insurance on accumulator bets, focusing more on bet security rather than the selection process. It lacks interactive tools like shuffle or lock features.

Bet365 Bet Builder: Offers extensive customisation, allowing users to manually select bets across different sports. While it provides control, it lacks a shuffle feature, making the process less dynamic and potentially time-consuming for users seeking quick bet options.
Paddy Power’s Same Game Multi: Focuses on multi-bets within the same event, providing suggested bets based on popular markets. It offers limited flexibility compared to Acca Shuffle, with no randomisation or shuffle mechanics to introduce variety quickly.
Sky Bet Accumulator Tools: Features an "Acca Generator" that suggests bets based on user preferences like odds range and sport type. However, it doesn’t include an interactive shuffle function or the ability to lock bets, making it less engaging for users who want more control over bet selection.

William Hill #YourOdds: Allows users to request custom bets via social media, which are then priced and added to the platform. While interactive in a community sense, it lacks real-time shuffle capabilities and is not as quick for users looking to build accas instantly.
Betfair's Acca Edge: Provides insurance on accumulator bets, focusing more on bet security rather than the selection process. It lacks interactive tools like shuffle or lock features.

Bet365 Bet Builder

Paddy Power's Same Game Multi

Sky Bet Accumulator

Insights

These insights highlighted a gap in the market for an interactive, shuffle-based betting experience that balances user agency with the thrill of randomness.

Process

Research & Discovery

Conducted market analysis and gathered user insights to understand betting behaviours and preferences around accumulators.

Research & Discovery

Conducted market analysis and gathered user insights to understand betting behaviours and preferences around accumulators.

Age Distribution of Accumulator bettors

Age Distribution of
Accumulator bettors

Sports Preference for Accumulator Bets

Sports Preference
for Accumulator Bets

Betting frequency among Accumulator Bettors

Betting frequency
among Accumulator Bettors

Key Market Trends in Accumulator Betting (2015-2023)

Key Market Trends in
Accumulator Betting (2015-2023)

Strategic Recommendations for Enhancing Accumulator Engagement

Strategic Recommendations
for Enhancing Accumulator Engagement

Gender Distribution of Accumulator Bettors

Gender Distribution of
Accumulator Bettors

Lo-Fi Wireframe Keypoints

Developed initial wireframes to outline user flows, followed by interactive prototypes to visualise the shuffle and lock mechanics.

Entry point: Home screen
Carousel

Game screen populated with bets

Locked and
unlocked bets

User Testing Session:

(Unmoderated via User Testing.com)

Initially conducted a single session to gather preliminary feedback. To strengthen the findings, a subsequent session with five participants was organised, targeting diverse user profiles (novice to experienced bettors).

Vetting and Test set up

Participants:

5 participants recruited via UserTesting.com
Mix of casual and frequent bettors
Mobile app users with experience in online betting platforms
No prior exposure to the Acca Shuffle feature

Session Flow

1. Pre-Test Questionnaire (Self-Reported)

Before beginning, users answer:

How often do you place bets online?
Have you used a ‘randomised bet’ feature before?
What do you typically look for when placing a bet?

Participants:

5 participants recruited via UserTesting.com
Mix of casual and frequent bettors
Mobile app users with experience in online betting platforms
No prior exposure to the Acca Shuffle feature

Session Flow

1. Pre-Test Questionnaire (Self-Reported)

Before beginning, users answer:

How often do you place bets online?
Have you used a ‘randomised bet’ feature before?
What do you typically look for when placing a bet?

Testing Setup:

Participants complete tasks using the Ladbrokes mobile app.
Sessions are self-guided with on-screen task instructions.
Each session is recorded for later review and analysis.
Participants provide verbal feedback as they navigate the feature.

2. Task-Based Testing (Self-Guided)

Users are given written prompts and asked to complete the following tasks:

Testing Setup:

Participants complete tasks using the Ladbrokes mobile app.
Sessions are self-guided with on-screen task instructions.
Each session is recorded for later review and analysis.
Participants provide verbal feedback as they navigate the feature.

2. Task-Based Testing (Self-Guided)

Users are given written prompts and asked to complete the following tasks:

Tasks and Post Test Q's

Task 1: Finding Acca Shuffle

Locate the Acca Shuffle feature within the app and describe what they think it does.

Task 2: Placing a Bet

Select an initial set of bets using the shuffle function

Task 3: Explore the Lock Bet feature

Lock at least one bet and shuffle the remaining selections.

Task 1: Finding Acca Shuffle

Locate the Acca Shuffle feature within the app and describe what they think it does.

Task 2: Placing a Bet

Select an initial set of bets using the shuffle function

Task 3: Explore the Lock Bet feature

Lock at least one bet and shuffle the remaining selections.

Task 4: Adjust Accumulator

Adjust the accumulator manually by adding or removing bets.

Task 5: Confirm Selection

Proceed to stake placement and review the bet slip before finalising.

Task 4: Adjust Accumulator

Adjust the accumulator manually by adding or removing bets.

Task 5: Confirm Selection

Proceed to stake placement and review the bet slip before finalising.

User Testing Questions
& Responses

How easy was it to locate and access the Acca Shuffle feature?

3 users found it intuitive and easily accessible.
2 users took a moment to locate it, suggesting clearer entry points.

Did the shuffle functionality work as expected? If not, what would improve it?

4 users found it worked well and was engaging.
1 user wanted a clearer visual cue when bets were shuffled.

How clear was the lock feature? Did you understand its purpose immediately?

2 users understood it instantly.
3 users needed more clarity, leading to a UI tweak for better visibility.

How easy was it to locate and access the Acca Shuffle feature?

3 users found it intuitive and easily accessible.
2 users took a moment to locate it, suggesting clearer entry points.

Did the shuffle functionality work as expected? If not, what would improve it?

4 users found it worked well and was engaging.
1 user wanted a clearer visual cue when bets were shuffled.

How clear was the lock feature? Did you understand its purpose immediately?

2 users understood it instantly.
3 users needed more clarity, leading to a UI tweak for better visibility.

Were there any points in the experience where you felt confused or stuck?

2 users found the shuffle vs lock distinction slightly unclear initially.
3 users had no confusion and found it straightforward.

How did the overall experience compare to other accumulator tools you've used?

4 users said it was more engaging and quicker.
1 user felt traditional bet-building provided more control.

Would you use this feature again? Why or why not?

All 5 users said they would use it again, citing speed and ease of use.

What changes or improvements would you suggest?

2 users suggested adding an undo button for accidental shuffles.

Were there any points in the experience where you felt confused or stuck?

2 users found the shuffle vs lock distinction slightly unclear initially.
3 users had no confusion and found it straightforward.

How did the overall experience compare to other accumulator tools you've used?

4 users said it was more engaging and quicker.
1 user felt traditional bet-building provided more control.

Would you use this feature again? Why or why not?

All 5 users said they would use it again, citing speed and ease of use.

What changes or improvements would you suggest?

2 users suggested adding an undo button for accidental shuffles.

Key Features

Shuffle Mechanic: Randomly generates bet selections with the option to reshuffle until satisfied.
Lock Function: Allows users to secure bets they prefer while shuffling the rest.
Quick Stake Option: Simplified betting process with fast staking functionality.

Shuffle Mechanic: Randomly generates bet selections with the option to reshuffle until satisfied.
Lock Function: Allows users to secure bets they prefer while shuffling the rest.
Quick Stake Option: Simplified betting process with fast staking functionality.

User Journey

User Journey Insights:

Acca Shuffle

This section explores the key moments of the user journey for Acca Shuffle, highlighting the actions, thoughts, and emotions that define the experience from discovery to post-game reflection.

Doing

Research & Discovery

The user browses the Ladbrokes app or website, sees the Acca Shuffle feature promoted, and reads how it works as a way to quickly build an accumulator with randomised bets.

Make Selection

The user interacts with the Shuffle button to generate a set of bets, evaluating the selections. If some picks aren’t ideal, they shuffle again or lock preferred bets to refine the outcome.

Input Stake amount

Once satisfied with their accumulator, the user adjusts their stake using the intuitive betting interface and confirms the bet. They appreciate the speed and control the feature offers.

Sharing Results

Users share their Acca Shuffle selections with friends, discuss betting strategies, or compare their choices with others via social media or forums.

Post-Game Reflection

After the event, the user reflects on their betting experience, considers the effectiveness of shuffling vs manual selection, and decides whether to use the feature again for future bets.

Thinking

Research & Discovery

"Acca Shuffle sounds interesting—how different is it from a regular accumulator?"

Make Selection

“The shuffle is fun, but can I trust the random picks? Should I lock certain bets before shuffling again?"

Input Stake amount

"This is quick and easy! I like how I can tweak my bet and stake effortlessly."

Sharing Results

"I wonder if others are using Acca Shuffle—maybe I should share my bet and compare picks."

Post-Game Reflection

"That was exciting! Even if I didn’t win, the shuffle made it feel fresh and different. I might try it again."

Competitor Research

Bet365 Bet Builder: Offers extensive customisation, allowing users to manually select bets across different sports. While it provides control, it lacks a shuffle feature, making the process less dynamic and potentially time-consuming for users seeking quick bet options.
Paddy Power’s Same Game Multi: Focuses on multi-bets within the same event, providing suggested bets based on popular markets. It offers limited flexibility compared to Acca Shuffle, with no randomisation or shuffle mechanics to introduce variety quickly.
Sky Bet Accumulator Tools: Features an 'Acca Generator' that suggests bets based on user preferences like odds range and sport type. However, it doesn’t include an interactive shuffle function or the ability to lock bets, making it less engaging for users who want more control over bet selection.

William Hill #YourOdds: Allows users to request custom bets via social media, which are then priced and added to the platform. While interactive in a community sense, it lacks real-time shuffle capabilities and is not as quick for users looking to build accas instantly.
Betfair’s Acca Edge: Provides insurance on accumulator bets, focusing more on bet security rather than the selection process. It lacks interactive tools like shuffle or lock features.

Insights

These insights highlighted a gap in the market for an interactive, shuffle-based betting experience that balances user agency with the thrill of randomness.

Process

Research & Discovery

Conducted market analysis and gathered user insights to understand betting behaviours and preferences around accumulators.

Age Distribution of Accumulator bettors

Sports Preference for Accumulator Bets

Betting frequency among Accumulator Bettors

Key Market Trends in Accumulator Betting (2015-2023)

Strategic Recommendations for Enhancing Accumulator Engagement

Gender Distribution of Accumulator Bettors

Lo-Fi Wireframe Keypoints

Developed initial wireframes to outline user flows, followed by interactive prototypes to visualise the shuffle and lock mechanics.

Entry point: Home screen
Carousel

Game screen populated with bets

Locked and
unlocked bets

User Testing Session:

(Unmoderated via User Testing.com)

Having Initially conducted a single session to gather preliminary feedback, to strengthen the findings, a subsequent session with five participants was organised, targeting diverse user profiles (novice to experienced bettors).

Vetting and Test setup

Participants

5 participants recruited via UserTesting.com
Mix of casual and frequent bettors
Must be mobile app users with experience in online betting platforms
No prior exposure to the Acca Shuffle feature
Testing Process

Pre-Test Questionnaire (Self-Reported)

Before testing, participants answered:

How often do you place bets online?
Have you used a ‘randomised bet’ feature before?
What do you typically look for when placing a bet?

These responses provided baseline insights into user behaviour, informing later analysis.

Task-Based Testing (Self-Guided)

Participants used the Ladbrokes mobile app to complete assigned tasks
Tasks were guided by on-screen instructions
Sessions were recorded for later review and analysis
Participants provided verbal feedback while navigating the feature

Tasks focused on evaluating the usability, intuitiveness, and overall user experience of Acca Shuffle.

Tasks

Task 1: Finding Acca Shuffle

Locate the Acca Shuffle feature within the app and describe what they think it does

Task 2: Placing a Bet

Select an initial set of bets using the shuffle function

Task 3: Explore the Lock Bet feature

Lock at least one bet and shuffle the remaining selections

Task 4: Adjust Accumulator

Adjust the accumulator manually by adding or removing bets

Task 5: Confirm Selection

Proceed to stake placement and review the bet slip before finalising

User Testing Questions & Responses

How easy was it to locate and access the Acca Shuffle feature?

3 users found it intuitive and easily accessible
2 users took a moment to locate it, suggesting clearer entry points

Did the shuffle functionality work as expected? If not, what would improve it?

4 users found it worked well and was engaging
1 user wanted a clearer visual cue when bets were shuffled

How clear was the lock feature? Did you understand its purpose immediately?

2 users understood it instantly
3 users needed more clarity, leading to a UI tweak for better visibility

Were there any points in the experience where you felt confused or stuck?

2 users found the shuffle vs lock distinction slightly unclear initially
3 users had no confusion and found it straightforward

How did the overall experience compare to other accumulator tools you've used?

4 users said it was more engaging and quicker
1 user felt traditional bet-building provided more control

Would you use this feature again? Why or why not?

All 5 users said they would use it again, citing speed and ease of use

What changes or improvements would you suggest?

2 users suggested adding an undo button for accidental shuffles

Key Features

Shuffle mechanic: Randomly generates bet selections with the option to reshuffle until satisfied.

Lock function: Allows users to secure bets they prefer while shuffling the rest.

Quick stake option: Simplified betting process with fast staking functionality.

User Journey

User Journey Insights:

Acca Shuffle

This section explores the key moments of the user journey for Acca Shuffle, highlighting the actions, thoughts, and emotions that define the experience from discovery to post-game reflection.

Doing

Research & Discovery

The user browses the Ladbrokes app or website, sees the Acca Shuffle feature promoted, and reads how it works as a way to quickly build an accumulator with randomised bets.

Make Selection

The user interacts with the Shuffle button to generate a set of bets, evaluating the selections. If some picks aren’t ideal, they shuffle again or lock preferred bets to refine the outcome.

Input Stake amount

Once satisfied with their accumulator, the user adjusts their stake using the intuitive betting interface and confirms the bet. They appreciate the speed and control the feature offers.

Sharing Results

Users share their Acca Shuffle selections with friends, discuss betting strategies, or compare their choices with others via social media or forums.

Post-Game Reflection

After the event, the user reflects on their betting experience, considers the effectiveness of shuffling vs manual selection, and decides whether to use the feature again for future bets.

Input Stake amount

Once satisfied with their accumulator, the user adjusts their stake using the intuitive betting interface and confirms the bet. They appreciate the speed and control the feature offers.

Sharing Results

Users share their Acca Shuffle selections with friends, discuss betting strategies, or compare their choices with others via social media or forums.

Post-Game Reflection

After the event, the user reflects on their betting experience, considers the effectiveness of shuffling vs manual selection, and decides whether to use the feature again for future bets.

Thinking

Research & Discovery

'Acca Shuffle sounds interesting—how different is it from a regular accumulator?'

Make Selection

'The shuffle is fun, but can I trust the random picks? Should I lock certain bets before shuffling again?'

Input Stake amount

'This is quick and easy! I like how I can tweak my bet and stake effortlessly.'

Sharing Results

'I wonder if others are using Acca Shuffle—maybe I should share my bet and compare picks.'

Post-Game Reflection

'That was exciting! Even if I didn’t win, the shuffle made it feel fresh and different - I might try it again.'

Thinking

Research & Discovery

"Acca Shuffle sounds interesting—how different is it from a regular accumulator?"

Make Selection

“The shuffle is fun, but can I trust the random picks? Should I lock certain bets before shuffling again?"

Input Stake amount

"This is quick and easy! I like how I can tweak my bet and stake effortlessly."

Sharing Results

"I wonder if others are using Acca Shuffle—maybe I should share my bet and compare picks."

Post-Game Reflection

"That was exciting! Even if I didn’t win, the shuffle made it feel fresh and different. I might try it again."

Brand Development

The Acca Shuffle brand was shaped by research into shuffle icons, widely recognised from streaming platforms like Spotify and Apple Music. These symbols convey flexibility and control, making them a perfect fit for sports betting. Integrating this familiar icon into the logo ensures instant recognition, reinforcing the feature’s core function—allowing bettors to reshuffle selections easily while maintaining Ladbrokes’ bold identity.

References

Final Logo

The Acca Shuffle logo for Ladbrokes combines bold typography with a dynamic design to reflect the feature’s flexibility. The custom ‘U’ integrates a shuffle icon, visually reinforcing the concept of rearranging selections. Ladbrokes’ signature red and white ensures brand consistency, while the italicised font adds movement and energy. The design is clear, strong, and instantly recognisable, aligning with the excitement of sports betting.