I led the redesign of Lotto Social lottery platforms, serving nearly 45 million regular UK players. The project aimed to transform the traditional lottery experience into an engaging, entertainment-focused app. Our goal was to increase user retention and boost revenue by reimagining how people interact with lottery games, moving beyond the standard "buy and hope" approach to a more rewarding, gamified experience.
As this project was directly linked to a key business goal, I needed to fully understand the project purpose and the criteria for success before starting any research or design work. Lotto Social aimed to differentiate itself in a crowded market while increasing user retention and revenue. Users were leaving the platform due to a lack of engagement between draws and disappointment from frequent losses. Our task was to create a more entertaining experience that kept users engaged regardless of winning outcomes, while still maintaining the excitement of potential big wins.
I conducted a user research session to observe how users interact with lottery products and how these fit into their weekly routines and social activities. From this study we discovered the following insights:
Solution design involved extensive iteration and user testing. We began by mapping out high-level logic on whiteboards, followed by creating interactive prototypes. Our team explored a wide range of options, particularly focusing on how to display lottery results and syndicate information effectively.
I decided to work with Brad Frost solution: Atomic Design. This approach divides design components into 5 different categories: atoms, molecules, organisms, templates, and pages.
I decided to work with Brad Frost solution: Atomic Design. This approach divides design components into 5 different categories: atoms, molecules, organisms, templates, and pages.
Users were asked to complete a full journey, from signing up for a syndicate to checking results and engaging with in-app games. We observed their interactions with the syndicate selection process, result checking interface, and gamification features. Follow-up questions helped us understand their expectations for social interactions and reward mechanisms.
The final design transformed how Lotto Social presents lottery participation and user engagement. The app now provides a streamlined and intuitive journey from syndicate selection to result checking, with clear social interaction options and gamification elements.The incorporation of daily challenges and social features has created a more engaging and sticky product.
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