TAB Corp Next-Gen Experience.
Problem Statement
TAB needed to bridge the gap between legacy and lifestyle. Younger audiences crave excitement, community, and modern UX.
TAB wanted to evolve from a transactional betting brand into a contemporary entertainment platform, perfect for both a casual and hardcore audience.
Discovery
We engaged directly with users to understand not just what they do, but why.
Using a human-centred approach, we transformed these insights into concepts that reimagine TAB through the lens of younger audiences, authentic, intuitive, and culturally relevant.
Deliver
User testing revealed the importance of evolution over disruption.
We chose to integrate our concepts into TAB’s existing environment, ensuring the experience felt fresh and relevant while maintaining comfort and trust for current users.
