Redesign, Multi-tenant Design System & Enterprise CMS

Executive Summary

• Product: International lottery aggregator operating in 40+ countries.
• The Challenge: A rigid legacy monolith made every UI update or market launch manual and slow. The UX lacked the "Trust & Safety" feel required for a transactional service.
• My Role: Lead Product Designer.
• Objective: Transform the legacy system into a scalable, white-label ecosystem using a token-based Design System and a custom CMS.
• Key Results: +22% Conversion Rate, 90% faster Time-to-Market, and +15% Average Order Value.

Phase 1: Empathize & Discover

Research & Audit

• UI Audit: Revealed 200+ redundant components and massive inconsistencies across 40+ localized versions.

• Stakeholder Interviews: Identified that launching a new brand took 3+ weeks, leading to significant revenue loss.

  

• Competitor Analysis: Studied Jackpocket and local competitors. Identified an opportunity to combine fintech-level usability with high-end engagement visuals.

  

User Insights

• Persona: "Michael" (32), plays for fun but values efficiency and trust.

  

• Key Pain Points: Unclear rules, poor navigation, frustrating payment flows, and lack of visual differentiation between lotteries.

• CJM: Mapped the journey to identify high-drop-off points during ticket selection and status tracking.

  

Phase 2: Define

We moved forward with three core objectives: