***** A 5 star lottery experience.
Koos’ challenge for the Nederlandse Loterij (Dutch Lottery) was simple. Redesign the at the time 2-star rated apps into a 5-star rated experience. Find out what users want and give it to them.
To get to a deep understanding of the customer, we immersed ourselves in the motivations and needs of all lottery players. By conducting interviews, visualising customer journeys, and performing user tests, we discovered what the target audience truly thought was important. Finally we concluded these insights into 4 brand specific environments.
One interaction vision to rule them all
The foundation of these 4 apps was created by a design system that allowed us to easily transfer newly designed interactions, learnings and iterations from one brand to another. This way we kipt consistency in interaction while allowing room for the four specific brand experiences.
Digitally chasing the lottery dream.
Our research showed that the core of the app needed to allow users to chase their dream. This challenged us to delicately create a conversion focused flow of buying a ticket while leaving room for personalisation and superstition. Traditionally people buy lottery tickets in the store, now it’s also easy to play online: choose your lucky numbers, pay digitally, and check whether you have won any prizes after the draw.
The lottery ticket as a symbol for the Jackpot.
Another key insight was the value of a physical ticket. The ticket with your lucky numbers on it in fact symbolises the Jackpot. That’s why we made the lottery tickets big and sparkling, to resemble a physical ticket all throughout the app. This is the ticket to your dream.
All your lottery tickets in one place.
Next we found that a lot of users gathered their physical tickets in one place. The app allows you to go one step further. Whether you have a subscription, buy your lottery tickets in the store or in the app, all your lottery tickets are collected in the main area of the app: My tickets.
To innovate, we conducted thorough research with customers to understand their underlying needs and motivations. This has formed the basis for the new app experience
— Katja van Luipen
Nederlandse Loterij
How Service Design shaped the user experience
From left to right; 1. Contextmapping booklets (user diaries) used to better understand user behaviour and in-depth needs. 2. Customer Journey mapping with the team. 3. Translating the journey to a backlog for the apps through story mapping. 4. Testing essential interaction in a design sprint.
A key feature for the retail player.
The app also has value for the player who buys his lottery tickets in the store. With the built-in lottery scan function you can check with one click whether you have won a prize and collect your tickets in one place. Connecting the online- and offline experience, convenient!
There is more to come
We’ll keep you updated since this case will have 2 more app launches coming up very soon and we’ll have incoming data showing our progress. Moreover, we have plenty of insights left unfulfilled. We’ll keep improving the apps and chase that 5-star dream.
More Service Design and UX Design reads?
Being a designer is awesome. In the end it really doesn’t matter what tools or terms you are using as long as you use them for the right cause. At Koos we try to create meaningful services people love to use and help organisations become more customer centric along the way.
Want to read more on Service Design and UX? This article is part of a series in which I try to unravel the beautiful complexity of combining the best of these worlds.
Such as a SD & UX case study on privacy: How to use UX design to safeguard users’ privacy.
Or how we used SD & UX in the Portuguese postal industry.
And finally, how to bridge the gap between Service design & Scrum: Why UX is key.
