Payments Platform Transformation
Led the strategic transformation of payments across a multi-brand FTSE100 portfolio, unifying fragmented systems, reducing friction, and unlocking £14.4M in incremental revenue.
Revenue Impact
Abandonment reduction 62->42%
Users Impacted
The challenge: Fragmented payments at scale
Following the formation of Evoke Group, I led the transformation of the payments experience across William Hill, Mr Green, and 888, aligning three legacy platforms into a unified, scalable ecosystem. This was a business-critical initiative, not a UI redesign. Fragmentation across systems, markets, and compliance frameworks was driving high abandonment, inconsistent experiences, and operational inefficiencies. By aligning Product, Engineering, and Compliance around a shared strategy, we reduced abandonment from 68% to 42% and generated £14.4M in annual impact.
Defining the payments strategy
A phased approach with four priorities: removing core friction, simplifying the journey, leveraging digital wallet adoption, and building for scale through the Helix design system.This reduced reliance on manual input, streamlined the flow from 7 screens to 3, aligned with mobile-first behaviours, and established reusable patterns across brands and markets.
Fragmented payments to strategic growth lever
This initiative established a scalable foundation across our portfolio, it unified the payments experience, reduced engineering duplication, and improved alignment across Product, Engineering, and Compliance. It reinforced key tenets: payments is a trust and speed problem; removing effort matters more than reducing steps; constraints can become competitive advantages; and payments is a strategic growth lever.
