💋 Case Study: Austrian Lotteries

What's this about?

When I joined, the Austrian lotteries were the national operator for both casino and lotteries and were undergoing a digital transformation. I established core UX infrastructure, oversaw the redesign of the platform and delivered a next generation app that resolved key platform gaps and set the blueprint for future development.

Challenges

Who's the boss?

Decision making was split across several voices, creating unclear ownership and leaving accountability difficult to anchor.

Outsource that!

We relied on agencies to cover resource gaps, which enabled sustained delivery but made a coherent vision harder to maintain.

The holy backlog

Our development resources were spread across many areas, requiring us to book them appropriately ahead.

A fresh start?

A long running redesign neared completion, but had limited in house UX direction, leaving key potential untapped and rework hard to justify.

Regulated or not

Most verticals were heavily regulated under our license, while sports betting faced strong competition.

Next day delivery

Each of the teams were pressed to deliver good numbers to justify their existence, making strategic projects a risky choice

Strategy

Breathe with me!

To reshape the product with intent, we would first need some breathing room, especially in the sports vertical. Low hanging fruits would create that space.

🕵️ explore further

Lay the tracks

Before touching the product, we needed our resources to run like clockwork. You can't win a war if you still have a battle open with yourself.

👩‍🚀 explore further

Under cover

With everything in place, we could think ahead. We didn't have the resources to build it yet, but we could define the blueprint and start slipping it into features.

🧑‍🔬 explore further

The result

A new toy

With the redesigned app, we introduced a new widget as a proof of concept. Contextual and always visible, it supported multiple goals, including onboarding. We made sure it could be retrofitted into the platform.

I'm a native!

We also used this new widget to transform the profile settings into a native section, in line with the app store guidelines. Its new home was clearly accessible and better aligned with the users mental model.

[ Redacted ]

Beyond that, the widget would also serve another exciting opportunity, which it was designed for in the first place. Unfortunately I can't talk about it right now, so I'll have to ask you for a bit of patience 😞

You spin me round

We also used the widget in the slots section. I can't talk about details yet, but it let us hit three orthogonal goals at once: an immersive experience, longer sessions, all while offering better safeguards!

Hey, I'm Vera, and I'm the head of digital channels at the lotteries. Misha brings an exceptional level of energy and commitment to everything he does, paired with a mindset that consistently looks beyond obvious solutions.

Vera Mayr

Ready to
level up?

How can design boost your revenue? ^{(7 pts)}
0 pts

It can exploit addictive patterns of humans

✓unfortunately...^{1 2 4}

Design can nudge users towards toxic behaviour 😔. This will benefit you in the short, but you might lose later on^{1 2 4}

It can reduce operational costs

✓good spot^{8 5 9}

Design improves efficiency of your everyday operations. 🏎️ Think about a good self checkout vs one which requires constant human intervention^{8 5 9}

It can make me avoid compliance violations

✓exactly!⁴

Design aligns your product with legal constraints 👩‍⚖️, such as data protection and accessibility⁴

It can be the USP of my services

✓smart^{5 2 3}

Design is a key driver of disruptive digital transformation 🦋, as seen with Netflix vs Blockbuster^{5 2 3}

It can save the lifes of my customers

✓very important!^{11 2}

Don Norman, known as the godfather of UX, had his roots in aviation safety. 🚀 Good designs are failsafe and allow to rectify issues rapidly. Think Boeing...^{11 2}

It can help promise features that don't yet exist

✓great!^{7 3}

Whether you pitch a funding round or negotiate a critical contract 📈, Design provides mockups required to sell your vision^{7 3}

It can stop pesky customer support requests

✓yes!!^{4 5}

Design creates clarity and transparency in your UI 💁‍♂️, giving your users informations and actions right when they need it^{4 5}

It can change my users personal preferences

✓exactly, it can't^{11 2}

This is one of the few things design can't change. 😶 That's why listening to your users is so important!^{11 2}

It can maximise the turnaround of key journeys

✓good!^{1 6 4}

Design optimises your user flows such that each touchpoint contributes towards (up)selling 💸^{1 6 4}

It can improve my conversion during onboarding

✓well done!^{1 2 3}

Design aligns your onboarding with your users mental model, reducing friction and therefore churn ☺️^{1 2 3}

It can boost retention and customer loyalty

✓:)^{1 2 4}

Design creates compelling game mechanics 🎲, which align your users motivations with your goals^{1 2 4}

It can facilitate buy-in of political stakeholders

✓few know this^{4 3}

Design shapes your product towards your commitments with the public sector 🏛️ (e.g. gambling safety)^{4 3}

It can reduce the development effort

✓nice^{1 8 3}

Good design brings your frontend in line with your development constraints ✌️^{1 8 3}

It can attract better talent into my company

✓easy to miss^{4 9 10}

Design doesn't limit itself to your customer facing product. It also shapes your HR platform 🙌^{4 9 10}

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