Entain operates over 30 brands, including Ladbrokes and BWIN, across multiple global markets. With multiple markets comes multiple design teams, and that's where the problem came in.
Entain's global design teams lacked consistency and efficiency; what was being built in one market wasn't necessarily being carried over to another, so the experiences were inconsistent and difficult for a global operator to manage.
Absurd designed a new Design System to create a single source of truth for Entain globally. Primarily this enabled the teams to deliver a fresh UI to each brand without breaking any product architectures.
As part of the overall Service Design Absurd were able to improve Entain's processes by integrating the design system with a number of their existing tools, such as Figma and Jira - essentially creating a unified workflow for creating new assets to be used globally.
Looking a layer deeper, Absurd were also tasked with establishing roles, responsibilities and the layer of governance responsible for maintaining the platform and driving future iterations of the platform.
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