Spread the luck with Lotto.
Creating a brand new way to engage with the National Lottery for players. Project conducted in 2018.
A new way to play
Camelot, who run the National Lottery, were struggling with falling numbers of players and people entering the lottery. They approached to ?What If! to run a 6 week consumer insights and innovation project to develop new ways for players to engage with the National Lottery.
The objective was to land on a new digital flow that would increase the referral nature of the lottery.
Throughout the project I worked closely with one other consultant across consumer insight, product innovation and ideation, as well as lead the design development of the final idea. Concluding in creating a thorough clickable prototype that was shared with the CEO of Camelot.
Our biggest challenge was creating a concept that had a strong sense of sharing, and didn't feel obsolete in a fast pace digital world. There was a desire to ensure that it only built on the current digital experience, not detract or require heavy investment to develop.
Changing lottery, same behaviours
After conducting four consumer insight groups from regular players, people who have never played, and those who dabble, to ensure we understood the spectrum of players, and potential players.
After concluding the insight groups, we began to group all of our learnings to identify themes and opportunities to build upon current behaviours. From there, we had an ideation session with the clients to create ideas around these "moments".
After landing on 8 key moments and concepts, I created cartoon storyboards to bring to life the concepts. These were then shared back to the client, with a decision to develop our leading idea, Spread the Luck.
The timeless act of micro-gifts
Gifting was one of our biggest themes from the insight sessions. Although in the context of scratch cards, many consumers discussed this and shared excitement around it.
"When I bought my first house, my Mum put a scratch card in letter."
"My birthday last year? I received a scratch card off a friend as we only ever do small gifts!"
Storyboard produced, the final development went into creating a UX journey to present back a clickable prototype to the CEO of Camelot. This was an extremely quick-and-dirty turn around to create something that felt real, and exciting.
Creating realness with design
Whilst this was only a quick project from insight to concept, it provided real insight into creating multiple assets that align with a companies brand and mission. From potential OOH mockups, to high-fidelity user journeys that can be tested and used.
