Subscription on the lottery games provides the possibility to customers to always be with the game and never to worry about not being able to participate to their favourite lottery games.
Role: UI/UX Designer
Project overview
Problem statement: The customer segment of lottery products were having the problem of not able to participate with their favourite games due to time or other reasons. The business department also found the lottery customer are buying the 5 weeks games instead of weekly games. So customer needed a easy solution to always be part of the game and do not have to buy 5 weeks games often.
Process
1. User research and customer journey mapping
– Recruited several customers of lottery segments and carried out depth interviews to find their motivation, drivers, wish lists, pains and experience with the current lottery solution.
– Mapped out the customer journey for buying a lottery ticket and decided whether the subscription solution should be a service or a product
2. Product strategy
– With project manager, product owner (PO) and development team, discussed and created a product strategy for subscription solution
– Confirmed that this solution will be promoted as a product rather than a payment service and launch a beta product for testing the market feasibility of solution
3. Sketching, UI design and protoyping
– Since the solution is decided to be a product, several iterations of sketched and UI flows are created and tested out with the participants with third party company
4. Soft release and beta testing
– With adjustments on UI design after user tests, created a web solution for Lotto only and soft release for only 10% customer to get the feedback and validate if customers follow this subscription product
5. Learn, modify and launch
– Many valuable insights both from customer and business perspective were collected and the team decided to create and launch the subscription solution for major lottery products Lotto, Vikinglotto and Eurojackpot.
6. Continuous improvements
– With release of subscription solution on three products, we continuously collected users feedback and insights. Many improvements were carried out continuously to improve the customers experience throughout the subscription solution
Current state: Until end of september 2021, total active subscribers are more than 120 000 and weekly profit is 15 million NOK
Learnings
- Need to tap the right problem of customers at the right time
- Product strategy helps product team to set up goals and measures outcomes
- Soft release provide very significant insights regarding the product and how customer perceives the product
Bikram Awale 