<aside> 👉 Discover / Define / Design / Develop / Deliver

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LottoGopher is the first website for U.S. consumers to order official state lottery tickets (MegaMillions, Powerball, and SuperLotto Plus) online and create "online office pools" to play in groups with their friends and share the winnings.

The Problem

LottoGopher has been around since 2010, in 2013 is when I was brought on as Lead Designer to rebrand and revamp LottoGopher's website. This was my first time in the gambling/lottery sector, so there was some catching up I needed to do first.

Since no one really knew what LottoGopher was about, the challenge was two-fold, to raise awareness about the brand but also improve upon and restructure the product's current offerings.

This would in return allow us to accomplish these goals:

My Roles

Product Design UI/UX Design Product Strategy User Research Web Design & Development Cross Collaboration Project Management

Drive more monthly traffic to lottogopher.com
Increase monthly membership conversions
Increase annual membership conversions
Increase total new site visitors registered
Gain new consumer purchases of memberships
Build customer retention to increase memberships

Discovering

The research and understanding of the U.S. lottery market were essential to know who our current users are, the psychographic profile of lottery players, and the psychology of the Lottery.

Who? What? Why? How?

User research is critical in understanding the below questions. Each question is related to key insights in defining the right type of user, features, and business requirements. This will help paint a clearer picture of what users think and why they do what they do.

Overall Lottery Statistics

Who are lottery players?

Studies have shown that there are three kinds of lottery players:

Those who are personally motivated to play lottery
Those who have made up their minds to play irrespective of the risks in the lottery
Those who are addicted to lottery, wasting a lot of money and time on playing it