ITV is a leading UK TV Network and a long-standing partner of the National Lottery. Driven by their commitment to philanthropy, the brand wanted to launch "The Little Lottery" - a new, interactive gaming experience to raise funds for charities across the UK. Their vision included flexible gameplay options, such as one-off purchases or subscriptions & incentives for player referrals.
→ Platform Audit
→ Stakeholder Interviews
→ Literature Review
→ NNG Guidelines
→ Legacy UI Evaluation
→ Brainstorm
→ Sketching (x2)
→ Wireframes
→ UI Design
→ Interactive Prototypes
→ UX & IxD Specifications
→ Design Critique
→ Visual QA
→ Team Workshop
→ CompetitorAnalysis
→ User Survey
→ Brand Definition Workshop
→ Brand Framework
→ User Requirements
→ Moodboarding
→ Wireframes
→ Visual identity Design
→ UI Design
→ Design System Creation
→ Functional Specifications
→ Brand Guidelines
→ Think AloudTesting
→ Visual QA
→ Kick-off Workshop
→ Metadata Analysis
→ PWA Technology Research
→ Use Case Definition
→ Functional Requirements
→ Team Brainstorm
→ Wireframes
→ UI Design
→ Interactive Prototypes
→ Cognitive Walkthrough
→ Click Testing
→ User Questionnaire
→ PWA Build
→ Visual QA
→ Competitor Analysis
→ Social Media Analysis
→ Content Requirements
→ Functional Requirements
→ Moodboarding
→ Sketching
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Design Critique
→ Design Revisions
→ User Interviews
→ Literature Review
→ CompetitorAnalysis
→ Persona Creation
→ User Requirements
→ Product Scoping
→ Brainstorm
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Think Aloud Testing
→ User Interviews
→ Literature Review
→ CompetitorAnalysis
→ Persona Creation
→ User Requirements
→ Product Scoping
→ Brainstorm
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Think Aloud Testing
→ Competitor Analysis
→ Literature Research (PET)
→ Brainstorm
→ Functional Specification
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Moderated User Testing
→ Client Review
→ Visual QA
→ Analytics Monitoring
After collaborating with ITV to fully grasp their vision for Little Lottery, I delved into persuasive experience design (PET) research. This involved pinpointing specific techniques to entice new players, cultivate engagement, and inject excitement throughout the lottery experience. With a PET framework established, I brought the user journey to life through sketching and wireframing. Leveraging Little Lottery's existing brand identity, I crafted a cohesive component library and initial mockups for unmoderated testing.
To glean user feedback and refine the designs, I facilitated think aloud tests. These tests revealed key areas for improvement. Users struggled with the clarity of the "how it works" section, often defaulted to pre-selected tickets and games, and encountered frustration when changing their minds during configuration. In response, I honed the "how it works" section for enhanced visual clarity, strategically increased the default ticket option to a revenue-boosting mid-point (5 tickets), and implemented flexible controls for smoother game configuration switching.
Little Lottery delivered an engaging & immersive player experience, contributing to its success in raising funds for charity. The UI design was vibrant, engaging & consistent with the brand's identity, as well as industry standards.
One of the most notable features of the UI was the QuickPlay module, which allowed users to dive into gameplay immediately. The live countdown feature heightened anticipation before each draw, and the sticky module ensured easy access to participation opportunities on both desktop and tablet devices.
The interactive map displaying real-time winners provided an engaging way to celebrate success, with a direct call-to-action to "Play Now" for users experiencing FOMO. To ensure usability, the map was limited to desktop and tablet screens, while a dynamic winner's table was implemented for mobile users.
The checkout process of Little Lottery showcased a fluid responsive design, with a focus on usability across devices. On mobile, the process was broken down into manageable steps, allowing users to focus on one element at a time, such as authentication, basket contents, and payment information. Additionally, the integration with paysafe enabled swift and secure transactions in a single step.
The inclusion of an exclusive members area with an engaging countdown to the next draw added a sense of exclusivity and anticipation, further enhancing user engagement & retention.
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