Lotto Weekly Results

Weekly results calendar for frequent lottery players to check their ticket results.
Business Opportunity

The majority of lottery players prefer to check their ticket results manually online.

While BCLC has provided multiple ways for lottery players to check their tickets, including an app to scan your ticket, manually checking online by matching ticket numbers to the results posted remains the number one most popular method for lottery players.

How might we better understand lottery play behaviour and improve the experience of manually checking their tickets (aka. winning numbers).

My Role

Introduced as a systems upgrade I was responsible for the research and design of making enhancements to the winning numbers page so that it could support an upcoming product change. However, I took this opportunity to also look into customer behaviour and seized the opportunity to revamp the experience entirely.

I worked alongside a product owner, UI designer and multiple stakeholders from different parts of the business. Otherwise I was the sole UX and interaction designer and researcher on this project. The final product was developed internally and shipped in 2018.

Things I did

  • Stakeholder Engagements
  • Player Research and Interviews
  • Define player segments, scenarios and flows
  • Wireframes and Interaction Design
  • Prototype, Player Test, Analysis and Report
Planning

Change created a window of opportunity

For the first time since its inception as a national lottery product, updates were being made to the Lotto Max game that required changes to BCLC's systems.

This provided an opportunity for us to evaluate and improve how customers checked for their ticket results (commonly referred to as Winning Numbers).
Research

Manually checking tickets

BCLC provides a multitude of ways for players to check their winning numbers, including the ability to scan their own ticket at home using a mobile app. Despite this, most players still preferred to manually check their own tickets. To better understand this behaviour, we surveyed and interviewed players to find out why and ultimately we were able to identify 3 common themes as described below.

A form of excitement and anticipation

Players preferred manually checking due to the excitement and anticipation it creates when waiting for results and then matching individual numbers displayed on their ticket.

Habit, routine and memories to hold on to

While less common in comparison, players created a habit out of manually checking as something they did on a regular basis or as incorporated into other routines of their lives.

"Scanning" was as a secondary verification

We found these players often did "scan" their tickets but often as a way to double check and make sure they didn't miss anything when manually checking their tickets with the results.

Supporting qualitative with quantitative data

We further investigated our web traffic using Google Analytics and MouseFlow (a session replay and heat mapping tool) to examine visitor behaviour including pages visited, what they were doing on the page, and their journey on the site. The results were in-line with our initial findings, winning numbers was the most visited page on our site at the time, with more unique views than even the homepage itself!

What was the problem?

At this point we had a lot of good insights, but there still wasn't a problem that had been clearly identified. That was until we decided to run an on-site survey along with examining customer support data from our contact centre. We discovered that despite being the most visited page on our site, ~40% of visitors did not find what they were looking for on the winning numbers page when they were looking for winning numbers.
Visitors could not find winning numbers on the winning numbers page

Designs not matching play behaviour

All games (after the product change) had a frequency of two draws per week and a lot of players simply did not check their tickets as soon as a draw occurred, often it was days after and by then, the next draw would've occurred, making what they were originally looking for on the page no where to be found.

For players who did check their results immediately after the draw, the order of results on this page never changed, so even though they may have been posted, it was not immediately obvious that new results were available.

Insight from purchasing data

I also looked at sales data and found that nearly 50% of players purchased more than one game at a time meaning they were checking for results at least twice. This does not even include packages which also offers multiple games in one purchase.

Hypothesis

By designing the new winning numbers page around play behaviour, it will make information easier to find, more accessible and provide an overall improved experience.

Higher Usability Scores

Measured through user testing: Success rate, time it takes, user's own subjective satisfaction levels.

Lowered support incidents

Our contact centre would receive less contacts regarding winning numbers information.

Delta increase in traffic

When comparing percent increase with the old experience versus the new experience.
Exploration

Personas and Play Behaviours

We had an opportunity, insights, and data to support our insights. To solve our problem of designs not aligning with play behaviour, we had to determine what that meant. By leveraging prior research our business intelligence team had done with Ipsos on behaviour, segments and journeys we identified the three most common categories of players.

"I want my results now"

Light and casual players who buy lottery tickets with no fixed schedule, usually only when the jackpot has exceeded a threshold.

"I'll get to them eventually"

Usually buys a ticket when completing other errands like getting groceries or gas. Lottery isn't usually top of mind.

"Sunday Funday"

Frequent player who buys tickets on a regular basis, often multiple games at a time and sometimes multiple times a week.

"Right-away" Roger

Roger is the type of player who buys a lottery ticket when he's feeling lucky or when the jackpot is above a certain amount. Roger understands he likely won't win but he enjoys the guilty pleasure of anticipation that comes from waiting for the results and checking his ticket. Despite this, Roger isn't generally a big fan of waiting and likes knowing now.

"Calm and Chill" Charlie

Charlie is a regular player and buys a ticket every time he's at the grocery checkout. He likes to take things easy, and thoroughly enjoys the period between buying a ticket to knowing if he's won or not. For Charlie, it's more about letting his imagination run free so sometimes he forgets to check his tickets until days or even weeks later.

"Predictable" Patrick

Patrick is a frequent player and buys at least one ticket a week. He likes betting big so will often buy tickets for multiple games a week to increase his chances. As predictable as Patrick, he always waits until the end of the week to check his tickets so he can do it all at once when all the results have been posted.
Architecture

The idea of "Weekly Results"

I began brainstorming and experimenting with different ways we could display the results page. I focused on solving problems based on our three personas: New results being missed or not seen, results being moved to the "past results" page too quickly, and checking for multiple games required too many steps.
This is when I thought, what if we displayed our winning numbers page in a way that portrays how draws were actually occurring, in a weekly format. With the most recent results at the top, and as users scrolled down the page less recent results from the week would appear below.
Design and Prototype

The Game Cards

Once the idea of "weekly results" was agreed upon. I moved to the next phase of designing the game cards. While each game had the "winning numbers" they also had unique differences. It was also important to maintain visual hierarchy within the cards while making them easy to scan when placed beside other cards and elements on the page.
I went through several iterations and layouts of the results cards. Each major iteration was reviewed with stakeholders and guerrilla tested against metrics like success rate, time it takes, errors and self reported satisfaction levels.
It was discovered during testing that brand recognition was a large part of how players would scan for relevancy. Working with the UI designer, we made sure the brand was being represented appropriately while maintaining readability and hierarchy. In addition, it was important to ensure cards didn't feel overly complex with too many competing elements or too much information.
We also found a near even split between people who preferred seeing their results in a grid view with vertical cards or a "list" view with wider horizontal cards. Therefore we expanded the designs of this format originally from Tablet to be available for Desktop views allowing for users to choose the layout and format they were most comfortable with.
Design and Prototype

Weekly Results Interface

As the result cards were nearing completion, I moved to focusing my attention on the interface and control options for the weekly view. The biggest design challenge was communicating the idea of a weekly view as this would be new to players. It was also imperative for them to easily be able to switch between current results and past results.
I started off with having "Current Week" and "Last Week", however this was a problem as it was too limited in how players could see historical results, thus I tried expanding this further to include other options such as "Last Month" and Custom but this quickly became overly complex.
As players were use to seeing individual results at a time, I wanted to make it easy for them to access the single game view. So I worked with the UI designer to experiment with different ways players could switch between the weekly view and the single game view.
Test and Delivery

Final Designs

Working within the constraints of the existing design language. We paired the variations in card designs along with the variations in interfaces and completed a final round of testing for due diligence. We then released the finished product silently and monitored for feedback. During this time we performed critical fixes while keeping a backlog of prioritized enhancements and defects that could be addressed later.
To provide pixel perfect hand-off to web dev and QA, a series of interaction specs was also created that walks through all parts of the design including sample CSS that was not visible through Invision Inspect.
Shown here is only a sample.

Soft Launch Learnings

During our soft launch, we found several concerns and opportunities which were not apparent during testing due to the environment and limitations of a prototype.

Small delay to simulate loading

When selecting a different week, the data was loading too fast and there was not enough visual change for players to see that the cards had updated. We addressed this by adding a small delay to simulate the page loading. Given the opportunity, I would use motion to address this issue as opposed the delay as this results in a less than ideal experience for players.

Future Considerations and Results

One of the de-scoped features was highlighting when a winner was from BC. While we were able to add a small tag on each card with "Major Win in BC", I wanted to put more emphasis on this within the prize breakdown table as there is a common misconception that winners are always from other provinces. Given additional resources, I would also look at ways of including marketing assets on the page so that it fits more seamlessly and find opportunities to connect checking results with the rest of the customer journey.

Overall the new designs have resulted in lowered customer support cases, an increase in survey metrics across the board including: Information was easy to understand, easy to navigate on the page, easy to find past results, easy to find upcoming draws, and recommendation of page to others. Since the launch of this new design, unique page views have gone from tens of thousands to over half a million each month.

Thanks for reading! 👍

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