National Lottery: Making Dreams Come True
Role: UX/UI and Visual Designer
Overview
Over a transformative three-year collaboration with The National Lottery in Ireland, our team embarked on a series of innovative projects aimed at enhancing user engagement through mobile lottery play and various web campaigns. As a UX/UI and Visual Designer, I collaborated with copywriters, art directors, and the client to bring these ideas to life, creating top-quality photography and user-centric designs that resonated with a younger audience. The combination of strategic design and precise measurement through Google Analytics allowed us to not only boost lottery participation rates but also strengthen the Irish population's sentiment towards a cherished national brand.
PROJECT HIGHLIGHTS
1. 'Bigger Better Dreams' Web Landing Page: The 'Bigger Better Dreams' microsite was developed to promote the new 'Lotto' rollout through captivating games and competitions. Leveraging a television campaign featuring an Irish family that won the lottery, the microsite showcased different ways of spending the winnings. My responsibilities included designing the competition flow, creating wireframes, and crafting the web landing page. The campaign's success was resounding, attracting over 30,000 enthusiastic participants from across the country.
2. 'The Luck Index' Facebook Game: Designed as a Flash-generated Facebook game, 'The Luck Index' harnessed psychological principles of luck and chance to drive increased likes on the FB page. My role encompassed creating the game flow experience, wireframes, and defining the visual look and feel of the interactions. During its 4-day run on Facebook, the game garnered an impressive engagement of over 100,000 plays and 2,000 new FB page likes.
3. Native Mobile App: In this pivotal project, I tackled the challenge of translating complex desktop interactions into intuitive mobile-first usability patterns. The app catered to non-tech users, introducing features such as ticket scanning, number picker, account registration, login screen process, and ID verification. The mobile app streamlined the lottery experience, making it accessible and enjoyable for a broader audience.
4. 'Peggy's Pad' Facebook Game: 'Peggy's Pad' was another successful Facebook game, created to promote the EuroMillions product. Players were immersed in Peggy's quirky world and had 10 seconds to spot odd objects in her pad. Correctly answering a series of questions entered players into a draw for cash prizes. The game's popularity soared as players engaged enthusiastically, leading to constant expansions of new rooms based on user suggestions.
RESULTS AND IMPACT
Increased User Engagement: Through captivating web landing pages, Facebook games, and the mobile app's user-friendly experience, we significantly enhanced user engagement with The National Lottery.
Growing Younger Audience: Our design approach and user-centric features successfully attracted a younger audience, expanding the lottery's reach among diverse demographics.
Strengthened Brand Sentiment: The combination of compelling designs, strategic messaging, and interactive experiences fostered a positive sentiment towards The National Lottery as a beloved national brand.
Conclusion
The National Lottery's journey to making dreams come true was marked by transformative projects that captured the imagination of players across Ireland. The three-year collaboration exemplified the value of impactful design in fostering meaningful connections between a national brand and its audience.