A leading betting and gaming organisation was investing in transforming the in-store gaming experience across all of its circa 600 UK stores. In doing so, they wanted to develop a platform that responded to the current and future needs of their customers


  • A rapid, empathy-based design thinking sprint with two cross-functional teams from product, platform development and in-store.
  • Understood their target customer through persona development and what the experience could be like through mapping out the customer journey.
  • Shared external market trends to inform ideation and identify different options to design a solution.
  • Developed a paper prototype (MVP) that we tested with the customer to get early feedback to inform the future development of the experience.


  • Took a customer-first lens across the design and development of the future in-store and gaming experience, challenging any existing business assumptions.
  • Went from ideate to test in an accelerated event, testing with real customers to inform the future development and solution(s) of the in-store experience.
  • Demonstrated the ability to develop future solutions by adopting a customer-centric mindset and mode of operating.
David Forde
David FordeDavid Forde| Principallinkedin icon

David leads our customer experience capability. He joined Gate One having previously led the customer experience practice for a large global consultancy. A principal consultant with over 10 years’ experience, David has extensive expertise in both customer and digital transformation, strategy, product management and the use of experience and human-centred design. He has worked across both the public and private sector and most recently set up an innovation lab in partnership with Google.

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