The National Lottery
Jones Knowles Ritchie were in the process of redesigning the brand identity, website and app for the UK's National Lottery, animating its crossed fingers logo for the first time, and injecting the vibrant colours of the draw balls to add fun and aid navigation online.
What we needed to do
Design the new identity digital-first to energise and speak to a new generation of players, who are increasingly going online to find/play their games. We had to develop the digital platforms putting people in control of their play, with a range of tools to give them the ability to limit spend, take a break or keep an eye on their playing habits.
“...84% of participants surveyed said they felt positive about the new design...”
Adding value to the UI/UX
My role on this was specifically to add value to the project through my product design experience. With data already available I was able to look into the user journey and identify painpoints that had not been considered.
Hi-fi wireframing
Having identified specific painpoints we developed high fidelity wireframes focusing on the mobile exprience. We addressed the users ease in choosing new numbers, using pre-selected numbers or playing a quickpick - ensuring the user has all the data to make informed choices along their journey.
Player controlled experience
We updated our designs creating clear user journeys within the mobile and app experience for scenarios both as new and existing customers. This enabled the user to control their experience - safe playing habits being at the forefront - putting them firmly at the heart of the experience.
New look emails
With the rebrand in full swing we started looking at how the data collected can be utilised in comms to the player. We used a modular approach to communications with customisation in content, based on their playing habits.
What was achieved
Our objective was to restore The National Lottery’s sense of joyful purpose, reinvigorating its legacy, and shining a light on the Good Causes supported. The new identity has already resonated with the general public. In fact, 84% of participants surveyed said they felt positive about the new design.