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Lottery Syndicates
Product Design

SEP 2017
UX DESIGN | RESEARCH
POSTED: 12/10/2018 - 4 MINUTES READ

Please note that all visuals used in this project were placeholders, as my task was pure UX design.

Lottery Product

The Intro

Lottery syndicates allow groups to purchase a large number of lottery entries and share any resultant winnings. 

Syndicate members collectively buy substantial quantities of chances to increase potential prizes, while distributing any rewards evenly amongst participants. Users can decide how many entries they want to buy. 

It’s possible to choose from lotteries across the world. For example, American Thunderball or German Lotto.

The Goal
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To Build a new line of products for lottery players and soft gamblers.

My Tasks
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Market Research
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Create a green-field product line
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User tests
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Project documentation / dev hands-off
The Process

Here is the diagram of my process during this project.

01 Process
Part One:
“the Brief”

After receiving initial direction from our creative director, I began the design process by decomposing requirements into discrete elements like application capabilities, interface components, and detailed workflow screens.

I started by breaking things into smaller pieces, like functionalities, components and screens.

doc

Scans of the design doc, my notes on the margins.

My process involves sketching on paper.

In this example, I drew tutorial ideas and user flow for onboarding/first-purchase experience.

sketches

Example of my thinking process

Market research

The following phase involved conducting a competitive analysis of existing lottery syndicate products in the European and North American marketplace.

I interviewed my creative director (the author of the brief) and my CTO (the product owner), about their vision and expectations

research 01research 02research 03research 04

Wireframes

Following initial collaborative sessions to align on the direction and key elements, I created a series of mockups to illustrate potential solutions for review. 

This enabled rapid iteration and feedback before progressing to crafting wireframes that focused on defining the structure, content organization, and logical user flows. Constructing mocking visual concepts before wireframing helped communicate ideas effectively and gain consensus among stakeholders. With team alignment on the mockup approach, I could effectively transition to plotting detailed flows.

04 wireframe

The first Lo-Fi wireframe.

Upon iterating through several rounds of refinements on initial wireframe concepts, and validating the overall information architecture, the team was prepared to transition to constructing a high-fidelity prototype. 

This enabled testing more lifelike user interactions and flows to gather feedback before resources were invested in production. Constructing multiple versions of the wireframes was essential to arriving at an optimal structure balancing usability and functionality. These key steps of aligning on information design, user workflows and validation through agent testing build a foundation for the development of a robust product.

Here are some examples from our wireframe progression.

05 wireframe@2x
06 wireframe
07 wireframe

The Prototype

I used Axure RP as it’s the best for high-fidelity prototypes. We wanted to test some serious interactions and features before production.

After the first version, I found out that my approach to navigation was incorrect as it can be simplified. I resigned from drop-downs (as they were confusing and foremost hard to notice) and used icons instead.

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The First Prototype

First user tests.

I wanted to test two things:

1. If users understand the product and the idea behind the lottery syndicates.

2. Usability test - If users will finish navigation tasks.

Testing was administered in person with subjects using the prototype application on provided devices.

test card-01
test card-02

Test cards with questions and tasks.

Here is what I learned:

All Users (issues and actions):

• Used the drop-down menu to navigate to their chances/see/add/cancel. 

• Have struggled with the first purchase (+ button).

• Were not sure about syndicates (number of people, chances etc.) Wanted to know more about it.

• Didn’t notice or didn’t care about win-o-meter.

• Have no problems with finding things/navigation (cancel, add, view etc.)

Solutions and improvements that we can apply:

• The learning/onboarding experience should be bigger and cover much more info about the product. 

• We could think about video/animation or modern-style tutorial images for every step. A user shouldn’t be able to skip it - as a part of the onboarding experience. For example, we can add a screen explaining that the user needs to press the (+) button to make a purchase. Please check the pocket jack example on the next page. 

• Chances and syndicates: We should explain those to the users, how many people are in a syndicate, what is their share, etc.

• Win-o-meter. Users didn’t notice it, they ignored a percentage. Seems that the win-o-meter doesn’t have marketing value, the reason for that could test the environment and/or samples.

• We could create a tutorial on “how it works” to improve knowledge about syndicates.

• We should replace the button on the homepage with a more prominent CTA.

Potential actions that I can take, learned from my tests.

The problem: Lottery syndicates aren’t easy to understand/communicate.

Solution: to design a tutorial.

In the future, we will replace it with a more appealing version, but for tests, it was enough.

As I noted, learning experience/onboarding is an important part of the product.

I changed the flow and moved more options to the burger menu to make them more accessible. Users were looking there.

08 tutorial

Here is the tutorial placeholder

The Second User Test

I kept the same questions but changed users, as I didn’t want to test this idea on people who were already familiar with it.

Here is what I learned:

I’ve improved almost every point from the past test, but not the (+) button, but that was a matter of colour and shape, as it was very hard to notice on the grey scale prototype. 

lotter proto-03

Here is the second test prototype

The Placeholder Visuals

The team asked me to use the existing guidelines of our Spingenie brand. Created by the agency.

I wasn’t involved in the design of it, so I just applied the guidelines.

iphone 01

Homepage Branded as Spingenie

iphone 02

Tickets Area

iphone 03

Chances Purchase Modal

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Registration Journey - Branded as Spingenie

iphone 04

Chances Cancel Modal

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Advance Payment Screen

The Outcome

Due to factors including development costs, timelines, and regulatory uncertainty, leadership made the decision not to proceed with launching this specific lottery syndicate initiative. 

However, the user research I spearheaded provided valuable insights to inform future innovation and product development.

I was proud of my design and findings, and I learned many new things while working on this project. It was the beginning of a new role as I was elevated to a Lead UX Designer position. 

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