Research
Unlocking Customer Insights
Data can reveal what users do, while research helps explain why. I used customer-development and user-research techniques to explore behaviors, expectations, and decision-making around lottery play.
My focus was on improving the user experience and user interface of Lottoland Keno, ensuring a seamless and intuitive platform for an enhanced lottery gaming experience
The existing lottery experience created opportunities around clarity, usability, and engagement. The goal was to better understand user behaviors and expectations, then translate those insights into a clearer and more intuitive Keno experience.
Dec 2020
Mezura AI
Sketch, Flinto, Overflow
Data can reveal what users do, while research helps explain why. I used customer-development and user-research techniques to explore behaviors, expectations, and decision-making around lottery play.
How might we questions are short questions that launch brainstorms. HMWs fall out of your point-of-view statement or design principles as seeds for your ideation. Create a seed that is broad enough that there are a wide range of solutions but narrow enough that the team has some helpful boundaries. In this case, I collaborated with Product Owners and a developer to frame the opportunity and gather the information needed to guide ideation.
| User need to | Needed | Why + Insight |
|---|---|---|
| LOTTERY PLAYER |
Play system bet Play a wheel Know all his lines combinations Choose his manual numbers Choose his random numbers Others... |
Increase the win chances Increase the win chances reducing the stake and tier Wish to know the total lines that he is playing To know his number in each line Save time Understand his tradeoff between winning chances and potential return Others... |
I prioritized the initial features shown to users and mapped the primary journey to create a clearer, more predictable experience from the start.
The lottery journey was structured to reduce friction and help users understand each step, with clear feedback and guidance throughout the interaction.
By focusing on feature presentation and optimizing the core lottery journey, the design aimed to improve clarity, confidence, and ease of use.
I translated the validated direction into a high-fidelity interface, using an established 8px grid and reviewing the wireframe flows against workshop outputs, stakeholder feedback, and user context. The final UI focused on clarity, consistency, and reducing friction across the core lottery journey.
