BOOKING PLATFORM
Revitalizing Tradition: A UX Discovery Journey to Modernize an Old-School Lottery Experience in the US
The brief was that Lotto.com needs to attract and engage a new demographic of younger audience to the site and gain more traction and increase engagement
Timeline
From explorations to our insights this project was completed in a span of 3 weeks while simultaneously working on other projects
Background
Lotto.com is the largest lottery platform for purchasing lottery tickets, offering a convenient and secure way for users to participate in various state and national lottery games in the USA. Established with the goal of simplifying the lottery experience, Lotto.com provides users the convenience of buying lottery tickets from the comfort of their homes tickets, also while checking results, and manage their lottery activities from anywhere..
Background
Following was the step-by-step approach taken during the project
Contextual Inquiry
Test Lotto's current website for usability
Research and offline and online competitors in the US market, as well as other possibilities.
Product strategy: Analyze all the information collected and propose the best possible solution.
Provide a content staggery based on insights
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research & Planning
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Design & Prototyping
Collaborated with designers to create intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Implementation
Leveraged agile development methodologies to build the scheduling app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user behavior and optimize scheduling recommendations.
Testing & Optimization
Conducted rigorous testing across various devices and platforms to ensure compatibility and performance. Gathered user feedback through beta testing and iteratively optimized the app based on usability metrics and user satisfaction.
Motivation for purchasing lottery
Our initial conversations with the client offered a solid foundation for understanding the lottery market and consumer behavior. However, to validate their claims and gain deeper insights, we conducted our own research. By delving into user motivations and psychology, we were able to identify the key factors driving lottery purchases. This knowledge allowed us to design a solution that directly addressed the needs and challenges of our target audience.
Research Profile for a telephonic interview:
2: Ticket Sellers
5: Users who frequently buy tickets
Along with user research, I conducted competitive and market research to identify current design conventions and prioritize product features.
Data
This data will help design Lotto.com as a user-friendly and engaging platform specifically targeted towards Gen Z's mobile and gaming preferences in the US market.
Purpose:
By understanding Gen Z's mobile behavior, we can design the Lotto.com app to be:
Mobile-first: Optimized for easy access and use on smartphones.
Visually appealing: Incorporate engaging visuals to grab attention.
Fast and efficient: Streamline the lottery purchase process for quick interactions.
Consider attention span: Break down complex tasks into bite-sized steps.
By understanding their gaming habits, we can design Lotto.com with:
Engaging mechanics: Consider incorporating elements like leaderboards, challenges, or social features to increase engagement.
Targeted rewards: Explore offering appealing rewards that resonate with Gen Z motivations.
Monetization strategies: Identify acceptable monetization methods that align with Gen Z's comfort level.
Findings and Observations
This data will help design Lotto.com as a user-friendly and engaging platform specifically targeted towards Gen Z's mobile and gaming preferences in the US market.
Deriving Insights
Our UX research highlights the importance of fostering a sense of fantasy and empowerment for lottery players. Users envision winning and the exciting possibilities it would bring, so the lottery app should create a fun and engaging experience. While public recognition can be appealing, privacy and security are paramount, especially for high-profile winners. With increasing concerns about screen time and responsible gaming, lotteries should prioritize player well-being by offering moderation tools and promoting healthy habits. Finally, giving players a sense of control over their experience through personalized features and decision-making can enhance engagement and satisfaction.
Using Hook's Model to guide design
Our UX research highlights the importance of fostering a sense of fantasy and empowerment for lottery players. Users envision winning and the exciting possibilities it would bring, so the lottery app should create a fun and engaging experience. While public recognition can be appealing, privacy and security are paramount, especially for high-profile winners. With increasing concerns about screen time and responsible gaming, lotteries should prioritize player well-being by offering moderation tools and promoting healthy habits. Finally, giving players a sense of control over their experience through personalized features and decision-making can enhance engagement and satisfaction.
Create a feedback loop where the user experiences the reward and is prompted by triggers to engage again, reinforcing the habit.
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.
Positive Stakehokder Feedback
The project stakeholders were impressed by the insights gained during the discovery phase and are eager to proceed with developing a visually appealing and intuitive interface that resonates with younger consumers and solidifies our position in the lottery market.
Learnings
A Balancing Act: User Engagement vs. Ethical Design
The Lotto.com discovery phase proved to be an enriching experience. One of my key takeaways was the importance of steering clear of dark UX patterns in a gambling context. The line between fostering user engagement and exploiting them can be blurry in lottery apps. My goal was to leverage UX principles in a responsible way, creating an interface that's engaging yet mindful of user well-being.
This meant achieving a delicate balance:
Engaging Design: I aimed to create an interface that's visually appealing and stimulating, sparking excitement about lottery participation.
Focus on Wellbeing: Even if users choose to spend on lottery tickets, the experience should be positive and uplifting. We wanted to eliminate design elements that could lead to despondency or feelings of loss.
Promoting Responsible Play: The ideal scenario would be integrating features that support responsible gaming behaviors. This could include setting spending limits and promoting awareness of potential risks.