iOS
01 BACKGROUND
Path to A Leading Platform
Over the past five years, The National Lottery (TNL) has achieved over 40% sales growth. To sustain this momentum, TNL aims to deliver a digital platform that drives growth through seamless digital payments, user-friendly transactions, and a commitment to financial responsibility, while upholding its brand promise as a leading eCommerce innovator.
Product Strategy to Drive Long-term Growth
TNL operates in a space where player acquisition, engagement and retention are critical. The business objective was to identify opportunities for driving user growth, enhancing engagement, and optimising user journeys to remain competitive in the digital space.
Two-Phased Approach
To identify opportunities for growth, optimise user journeys, and align with customer expectations, we adopted a two-phased approach focused on understanding and discovery.
In Phase 1, we refreshed user journey mapping and reviewed value proposition, business objectives, and KPIs, as well as incorporating insights from previous user research to better understand user needs.
Mapping Out Player Journey and Experience
Alongside the TNL Product Designer, we refreshed the player journey mapping, incorporating data-backed insights to ensure each step reflected user behaviours and aligned with strategic objectives.
Evaluating current design against our product strategy developed two years ago
Our evaluation highlighted areas where the design had evolved to better emphasise player contributions, streamline transactions with simplified interfaces, and enhance the overall user journey.
Highlights of our Design Evaluation for both Mobile and Web
Data-Driven Assessment
In Phase 2, we followed an analytical, research-driven methodology to assess and score TNL’s product offerings, leveraging both qualitative and quantitative data to identify opportunities for growth and innovation.
