The National Lottery - Bigger Better Dreams

ROLE: UX & UI, Web Design

The National Lottery is currently part of Camelot Group, and it began its gaming operations since 1987 in Ireland.

It has an online presence and a well known network of over 3,700 retail agents across the nation. They mainly promote three families of games: Lotto, EuroMillions, and Daily Million.

In 2014, our agency was asked to design an educational microsite that would inform their customers about certain changes in regard to the game's rules. At the time, we were just given the TV ad which showcased an Irish father sharing his Lotto winnings with his family members. Each member had a unique personality and found an interesting way of spending the money.

We decided to continue making use of these characters throughout the microsite and just enhanced with a few extra elements that could encourage users to keep playing Lotto online.

1. EXPLORATION OF UX ELEMENTS FOR THE MICROSITE

It was clear that the changes implemented for Lotto would cause outrage amongst users. Not only were they raising the price of the ticket but they were also increasing the number of balls from six to eight which would decrease the odds of winning significantly.

In order to tackle this situation, we focused on highlighting the advantages of these changes. 'Bigger Better Dreams' meant at the end of the day that the Jackpot prizes were higher and there were also alternative methods to win smaller amounts of money without too much difficulty.

The key features we proposed were:

• Fully responsive microsite across devices.

• Full implementation of HTML 5 with parallax transitions.

• Informative panels regarding Lotto changes by making use of the TV characters and also directing users to 'Play Lotto' online.

• Interactive game panel that would generate 'lucky numbers' randomly and promote to 'Play Lotto' online.

• A competition entry that would link the characters to the prizes.

• Promoting awareness of the TV ad through Social Media channels.

• 'Next Lotto's Game' Live Countdown that would help create a sense of urgency with users and encourage them to 'Play Lotto' instantly.

2. DESIGN AND DOCUMENTATION

After working out the overall User Journey and what the website was supposed to achieve, we then proceeded to design the wireframes and prototypes. There were a few additional elements that didn't belong to the TV ad but were still consistent to the whole look & feel of the campaign.

We provided the third party Developer Team a fully annotated 'Design Document' that contained a detailed explanation in regard with every interaction. The development process took an average of 3 months to complete.

CONCLUSION

The overall people's response to the microsite was very positive. There was a high number of competition entries and the overall perception of Lotto's changes improved significantly. Not only that, but It also helped to increase the number of email subscribers and online registrations.

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