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Camelot -
The National Lottery

 

Industry Client: Camelot,

2nd Semester MA, 2021, X months

Secondary Research, Service Safari

& Evaluation, Ideation, Product Presentation,  

 

 

Brief 

 

 

Role

 

Team

 

 

Methods/

Tools 

 

Lasya Borra, Tonia Chang, Yiming Wang, Zidi He, 

Joshua Fowler, Laura Humpfer  

 

Secondary Research, Survey, Service Safari, Interviews, Persona, Customer Journey Map,

HMWs, Crazy8s, UX Vision & Principles, Storyboard, Usability Testing 

The Context

The National Lottery has been running since its first draw on 19th November 1994 and in November 2019 it celebrated 25 years of changing peoples’ lives through making winners and helping funding projects.  Camelot has been operating The National Lottery since it was awarded the first licence in May 1994.  

The Brief

Design a digital experience through connected devices that brings The National Lottery back into people's conscience, their everyday lives that would either drives re-engagement or how we maintain repeat play with current players with the brand and its games. The user interface and UX must be malleable enough to adapt to these changes quickly.

Project Aims 

Acquisition of new players.

The re-engagement and excitement of existing players.

Repeat play across all draw base games and instant win games.

Provide a transparent journey so that players can intuitively understand   and navigate the function of each product with little knowledge of it.

Ensure design work is compliant with WCAG guidelines.

Deliver an experience that promotes the retention and engagement oft   the National Lottery players.

Ensure consistency of experience across third-party integrations.

Target Group

 

Location: United Kingdom; Age group: 24-40;  Player type: New and current players 

The Process

Research 

This allowed the topic to be examined from different angles. Methods such as expert interviews, online questionnaires and generative research were used. In order to collect existing knowledge on the topic and to develop more understanding, appropriate literature was also included. The results of this phase were Key Insights reflecting the existing problems and their causes. 

The first step was to explore the existing online hate speech problem and to find out what the existing pain points and problems of different stakeholders are and why these problems arise. As there was no defined user group at this stage, primary research methods were carried out with different user groups on the basis of a generated stakeholder map. 

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Ideation  

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Prototyping & Usability Testing  

In the next step, opportunity areas were formed based on the insights with the help of HMWs and a evaluation matrix. Thus, the scope of the project was defined for the next steps. The process resulted in a UX vision and associated UX Principles, which were taken into account in the following ideation phase. Additionally, personas were created, which were taken into account and refined in the further course of the project. 

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Outcome   

During ideation, different methods such as crazy8s, collaborative journey mapping and brainstorming were carried out together with designers and participants of the user group to generate diverse ideas.

Conclusion, Reflection & Learnings   

During ideation, different methods such as crazy8s, collaborative journey mapping and brainstorming were carried out together with designers and participants of the user group to generate diverse ideas.