Our Secret sauce

We don’t want to give away the recipe to our secret sauce but it’s worth sharing some of the uniquely Paddy Power approaches we use to keep customers at the heart of everything that we do.

First up, we use customer driven insights to help define the problems we should solve. We combine quantitative & qualitative insights to help us to identify problems and our customer’s needs.

A uniquely PP tool (and one of our favourites) is Pints with Punters - it’s kinda like speed dating with customers. This is a team sport and anyone can join in. It allows us to talk directly to customers to understand their motivations & behaviours, whilst building empathy in the team inform their work.

Throughout the discovery and delivery processes, we test and retest with a panel of highly engaged PP customers in our punters club. This is a rapid way for us to survey and test concepts with our amazing customers.

As well as that, all the usual tools that you’d expect in a normal design process are used here too; moderated testing (with our in-house testing labs in Dublin & London), unmoderated online testing tools for prototype testing and IA analysis.

We’re never happy to rest on our laurels. At the moment we’re experimenting with Teresa Torres’ approach to continuous discovery and we’re always looking to grow and adapt to new ways of working.

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