Lucky Encounters
The National Lottery
Types of Industry: Entertainment Industry
The Client: Camelot and The National Lottery
The Designer: Joshua Fowler, Laura Humpfer, Lasya Borra, Yiming Wang, Zidi He, Huiyu Chang (Research, Summarized research data, Generated ideas, Writing presentation report)
The Project Aim: To bring The National Lottery back into people’s conscience through the connected device (IoT = Internet of Things).
Time: 2021
IoT (Internet of Things) is taking an increasingly important
position in today's world. It enables a wide variety of data to be shared across multiple devices. As a result, there are many
opportunities for new use cases.
To make the National Lottery in the UK more attractive and
engaging for new and existing players, the benefits of IoT's are expected to be utilized in the future. The target audience for the project is 24-40 years old, as this age group uses Technology frequently. The goal is to acquire new lottery players and improve the user experience for existing players. The aim is to achieve repeat play of lottery games in the long term.
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The Research
Secondary Research
Secondary research was separated into three aspects to gain some basic background knowledge of the project:
IoT's Application
IoT use cases in gambling utilize various data formats, e.g. biometric and location, to give users an enriched experience.
Lottery and Gaming Experience
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Camelot focuses on safe and healthy play.
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Lottery players increasingly opt for scratch cards and instant win games
Target User Group
People aged 45 to 64 are more likely to participate in lottery games than those aged 25 to 44.
Hunt Statement
To understand the experiences and attitudes of gambling in people aged 24-40 to design a better and more engaging lottery experience for the target group.
Findings
50%
mentioned that the NHS system was complicated. They expect exof people in the UK used mobiles phones as their primary device (capable of IoT) for gambling in 2019. This combines with most of our interviewees who stated that they only used mobiles and laptops regularly.
15/36
mentioned that the NHS system was complicated. They expect exof people in the UK used mobiles phones as their primary device (capable of IoT) for gambling in 2019. This combines with most of our interviewees who stated that they only used mobiles and laptops regularly.
2/2
of designers ( who had never played the lottery before) participated in a service safari where they found that the process of buying the ticket was overwhelming and not easy to understand.
Insights
# 01 Desire for socialization
Some interviewees bought scratch cards in groups and often preferred doing things with friends. They tended to act more collectively because it gave them a sense of togetherness or competitiveness.
# 03 Lack of new experience
The repetitiveness of the current lottery experience is making people feel bored. So the users want an outcome that could change over time because they want a different experience.
# 02 Less chance to win
The low odds of winning make the lottery game hard to attract a wide range of players, increasing their chance to win or their perception of winning more often, which could increase engagement.
# 04 Waiting time is boring
People are discouraged by the waiting time for results. They revealed that the process requires too much effort and often forgot to check the result, preferring instant-win games.
Persona
Elliot, 26
Young Professional
Elliot is an ambitious young person with a great understanding of Technology. He wants to engage and benefit from the lottery game to stay motivated. In addition, he hopes the lottery journey could be a smooth process. However, the current lottery games are boring and have a minimum chance to win. Also, he hopes that he does not need to wait long for the results.
Confidence in tech
Interest in the lottery
Knowledge of Lottery
UX Vision Statement
There is an opportunity to design a product or service for young people in the UK, of ages 25-40,
who want to have a better incentive system and an engaging experience by playing in the lottery,
but doesn't want to wait a more extended period for a chance to win and doesn't want these games to be challenging to access.