Lottery

User Experience Architect

Transforming and elevating the experience of a lottery site through a hassle-free subscription journey.

THE BRIEF

WIth A quick turnaround of 6 weeks, designing into the current site the functionality needed to attract and enable users to set up repeat billing on their draw-based games, so they never miss the chance to play.

RESULT

We wanted to maximise the opportunity for users to subscribe. Therefore, we worked on designing journeys from 3 different touch points on the site: My account, Promotion page and Purchased Ticket Confirmation page. 

In the design phase, where possible, we kept the same design elements and patters currently used in the ‘Play Lotto/EuroMillions’ journey, to avoid any inconsistency so that current users could easily adapt. We also created a ‘Why subscribe’ page to highlight the benefits of subscribing to the Lottery and encourage users to take action. 

Moreover, we supported our client providing a set of notification messages that aim to engage the users reconnecting to the brand and to the decision of subscribing to their favourite numbers. 

TOOLS

Slack to communicate on a day-to-day basis with the client, Google Drive, Sketch, InVision and Photoshop

SKILLS & TECHNIQUES

Stakeholders interview, paper prototype, internal testing, wireframing, high-fidelity prototypes

Discovery

UNDERSTANDING THE LANDSCAPE

From retail to digital content, there is an increase of the subscription economy and a shift in the way we buy.

This means not only a possible increase in revenue for the business, but an opportunity for the service to offer a great customer experience, that reduce obstacles in the payment process and create a strong connection with the user.

Subscriptions for both Lotto and EuroMillions provide on one hand an opportunity to increase participation and spend online, increasing revenue and on the other side strengthen the relationship between the players and the brand.

As we ask players to put their trust in us and make the shift from customers to subscribers, we should also make the shift from selling to servicing.

DESIGN PRINCIPLES

LATERALS REVIEW

We knew that introducing a service such as a subscription is more than adding a different option to pay on the site or application.

We asked ourselves: how can we keep users engaged even when they are not winning? How do we ensure that their desire to play and win remains vivid in their experience?

Our aim was to make the whole subscription process quick and hassle-free and share the value having a subscription.

We started looking at the different subscription models and business that are subscription based. We wanted to ensure there is a strong connection between the brand and the user, so that players are brought back to what matters to them: why they like playing and aim to win. 

For majority of the subscription models it is easier to keep the connection with the brand alive: subscribers, receive either physical products, services or have access to other type of benefits on a regular basis. 

It was clear that, on the long term, we had to focus on creating a subscription experience that goes beyond the sale itself. A service that players are delighted to pay because they recognise the value and exclusivity of it. 

ENGAGING & EXCITING

UNDERSTANDING USERS

Following our laterals review and learning more about our users, we realised that we wanted our users to feel Excited, trusting and experience a sense of peace of mind.

Integrating the subscription functionality required the ability to reconnect our users back to the brand and what matters to them. We wanted the PLAYERS to put their trust in us and make the shift from customer to subscriber, we should also make the shift from selling to servicing.

HYPothesis 

By providing a smooth experience and engaging the players with messages that reconnect them to the brand and to the reason why they subscribed to the service in the first place, we will enhance the whole experience on the site, improve visits, retention and strengthen the relationship between the brand and the players.

Define & Design

We started working on paper on the key screens and test with both clients and internally to get feedback on the functionality. 

We realised straight away that based on the research we carried on, it was important to add a page where engagement and inspiration could support users' needs on site. So, we started working on a promotional page to emphasise the benefits of subscribing.

HIGH FIDELITY

Working on three different touch points, we made it very obvious for players to subscribe for the favourite numbers and manage their active subscriptions very easily. 

Introducing a page that illustrates the benefits of subscribing and highlights the support that the brand gives to Good Causes, allows the players not only to experience peace of mind in their individual experience but also to connect to the brand and access to the exclusive world of Lottery subscribers.

Delivery

Within a very short time, we delivered a solution across all devices, which aimed to be built within weeks from the end of our involvement.

If you are interested in knowing more about this project, please get in touch! uxwithleti@gmail.com