Higher Ground was invited to collaborate on an ambitious overhaul of the NZ Lottery website. My Lotto website receives around 400,000 visits per week. Which is roughly 10% of the population of New Zealand!
Their new website needed to combine, number pickers, 5 separate gaming interfaces, ticket buying, accounts, lucky dips and lottery draw experiences using app inspired UI and UX design, but with a website navigation and accessibility.
This is a huge website with lots of functional elements from 5 different types of game play, account settings, bi-weekly lottery results and draws.
Our UX consultant Rob Hufton approached all areas with a pure UX approach that included:
• User Experience - User research, customer journey mapping and stakeholder workshops
• Responsive Design- Website design and prototyping for mobile, tablet and desktop
• User testing workshops - Comprehensive user testing workshops for website and mobile app
Mylott.co.nz is such a huge website, it's hard to pinpoint one particular area to talk about. We do know that ticket sales via the website increased by over 20% and website dwell time also doubled.
But just to look at the website provides a story to see what a website could be for a lottery and online gaming company and how UX and CRO is the perfect combo for perfect sales strategies.