Tamir Schwartz

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Web Application • Duration: Sep’2020-Jan’2021

Gaming Experience

My Role
  • Lead product designer
  • Research
  • User testing
  • UX / UI Design
  • Prototype
Before After

OVERVIEW

The lottery game platform required a complete UX/UI enhancement to improve usability, engagement, and player retention. The original design was cluttered and confusing, leading to drop-offs. My goal was to create a seamless and engaging experience that made it easier for users to understand game mechanics and participate effortlessly.

TEAM & TIMELINE

I collaborated with:

  • CS Agents
  • Developers
  • Product Manager
  • Retention Manager
    • The collaborative effort was critical to ensuring we met user needs and delivered an intuitive solution.
    Scratch to Development: 5 months.

    PROBLEM STATEMENT

    The existing platform struggled with 4 main issues:

  • Complex Navigation: Users found it difficult to locate key actions.
  • Lack of Clarity: Rules were unclear, leading to user frustration.
  • Outdated Visuals: The UI was uninviting and failed to create an engaging experience.
  • Inefficient Ticket Selection: Users mainly selected 3, 5, and 7 lines, with other options rarely chosen due to being overwhelming. The lack of flexible selection led to a suboptimal experience.

    • PROCESS

    1. Understanding the users

    I conducted extensive user interviews and developed personas to identify common behaviors and pain points. Key findings included:

    Usability issues

    Users found the ticket selection process slow and unintuitive.

    Overwhelmed

    Most users selected 3, 5, or 7 lines, clearly indicating a strong preference for structured options, while other choices caused them to think and act more slowly.

    Where is the value?

    Users skipped key features to improve their chances of winning, limiting potential revenue from a product perspective.

    James Carter, 60 years old

    Boston, Massachusetts
    Retired Dentist Living with his wife
    1. Playing mostly for fun, once a week.
    2. Doesn’t want to share winnings
    3. Would like to have flexibility in choosing amount of lines
    4. Finds the QuickPick very helpful, save him time, using it 1 out of 2 lines.
    5. Doesn’t understand the difference between multi-draw and subscription, therefore he’s not using it at all.

    Chanice Leroy, 44 years old

    Chicago, Illinois
    Professional singer and dancer
    Single mother of 2

    1. Purchasing online save her time.
    2. Doesn’t like our Bundles/Syndicates, wants to keep the winnings for herself.
    3. Wants the control of choosing more/less lines.
    4. Using the QuickPick for all the lines or average of 1 out of 2 lines.
    5. The price per line is not clear enough, it could be very unexpected.

    2. Analyzing User Behavior

    I used heatmaps, mouse tracking, and video recordings to identify problem areas in the existing experience:

  • Bonus Numbers Ignored: 90% of users overlooked bonus numbers, which are critical for gameplay.
  • QuickPick Dominance: 90% of users hit the QuickPick button, consistent with interview feedback (average of 1 to 2 lines).
  • Game Type Preference: 85% of users selected the same type of game, indicating limited variety in choices.
  • Ignoring Subscription/Multi-Draw: No users opted for subscription or multi-draw, showing disregard for these options. This was a validation of the users don't now our value.

    • 3. Mapping the Experience

    I created a current site map and user journey to visualize the flow, pinpointing where users struggled most. These insights guided improvements in navigation, reducing unnecessary steps and ensuring a smoother transition from selection to checkout.

    4. 🚀 Redesigning the Experience for Desktop & Mobile

    In the redesign, I enhanced the game experience by using playful fonts and accent colors to reinforce our gaming presence. Additionally, I incorporated a hand-drawn landmark of the country where the lottery is played to strengthen the thematic connection

    Preset line selection​

    Users can choose between 3, 5, or 7 lines with built-in discounts.

    Flexible selection

    Players who prefer custom selections can still choose manually, but without discounts.

    Improved navigation

    Simplified steps for an intuitive experience, with an added indicator to clearly show the number selection process.

    Gamification

    The “Add Line” option enhances the experience with engaging animations, making the selection process more interactive and encouraging.

    End to end key screens

    OUTCOME

    A significant increase was observed in all major issues identified earlier. Here are the results:

    📈 55% increase

    in user engagement

    📉 25% reduction

    in drop-off rates during game participation

    💖 Higher satisfaction

    in drop-off rates during game participation

    Quicker ticket selection

    due to streamlined checkout options

    FINAL PROTOTYPE

    This project reinforced the importance of user research, behavioral analysis, and clear UI hierarchy in gamified experiences. By focusing on simplicity, efficiency, and engagement, we significantly improved the platform’s usability and player retention.

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     +972-54-799-5440   |     [email protected]   |     Tamir Schwartz   |   Hope to hear soon 😋