Crowlinker - Mido lotto

Increasing Conversions through Rebranding and Modernizing

OVERVIEW
Based in California USA, Lottery Now offers safe, easy, and fun ways to play Lottery draw games. Their app, Mido Lotto, is unique in that it operates in many US states where other lottery apps are restricted. To showcase the app as a trustworthy space for secure gambling, they needed to do a complete overhaul of their user experience and reimagine their UI.
ROLE
Lead Product Designer
TIMELINE
Q4 2021 – Q1 2022
TOOLS
Figma, Maze
TEAM
Product Manager - Brandon Whelan
‍
Operations Coordinator - Sarah Hwozdyk
THE PROBLEM
Due to outdated UX and UI of the app, users were hesitant to link up their bank accounts and engage in the app. 95% of people complete the sign up, 67% of people will select a ticket and send it to checkout. But. only 28% of people would complete a purchase. My task was to figure out why there was a big drop in conversion rate
OUTCOME
We were able to increase the conversion rate
Our efficiency in producing high fidelity mockups led to us creating a quality user experience, on time, whilst exceeding client expectations.

THE PROCESS
EXPLORING MIDO LOTTO
Understanding Potluck's Info. Architecture
I started this project by learning about Mido lotto, I had conversations with their COO and Head of product to learn about their current workflow/UX and design decisions. After, I went on my own to conduct a heuristic analysis of their app. These steps helped me understand and map out their current exiting user flow
CHECKING GOOGLE ANALYTICS

Finding Quantitative Data & metrics

Finding Quantitative Data & metrics
In order to understand how effective the current onboarding is, I looked at both the Google Analytics and Fullstory sessions to see if there were any dropoffs and where they occurred.

40%

of users who download the app but don’t place an order

36%

of users not comfortable giving personal info

18.9%

of users having technical difficulties because of confusing UX 
TESTING MIDO LOTTO

Evaluating Potluck's current experience

Evaluating Potluck's current experience
After seeing these metrics, I conducted evaluation research with 4 users to assess the product issues. Given the issues, I decided to start by watching them explore Mido Lotto first; then nudging them to find things. Here are some questions I had asked.
01. What does this product do?
02. How often do you purchase lottery tickets?
03. Can you invite your friends?
04. Can you create a new account?
05. Can you add a lottery ticket?
06. Can you send a lottery gift?
07. Can you pick your lottery numbers? 
08. Can you purchase a lottery ticket?
09.  Do you know what type of lottery tickets you like?
QUANTIFYING PROBLEMS

Evaluating Potluck's current experience

Usability Test
Results & Findings
The results showed a glaring issue. With only 40% of the tasks being completed successfully, I knew Potluck was difficult to understand and navigate without external help.
PRODUCTS
User #1
User #2
User #3
User #4
User #5

Create account?

Pick your lottery numbers

Clear what to do?

add a lottery ticket

invite  friends 

Send gift

PRODUCTS
FREE
PREMIUM
ENTERPRISE

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25,000

50,000

125,000

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Free

Free

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INSIGHTS

Evaluating Potluck's current experience

Major Findings & Uncovered Insights
Based on the usability test and follow-up interviews, these were the most pressing issues that needed to be addressed.
🤳🏾 Users get no help at any stage of search
📅 No event and calendar search
🔍 Can search for only one type of entity at a time
Typing on phones is hard, and with no aid to accelerate the process of search, users had to type entire queries and scan through a long, flat list of results.
Users may need to look at results across mail, calendar and people and accessing different types of results should be seamless. Our search was not global and unified.
BREAKDOWN OF THE PROBLEM
Our old experience didn't have support for event search. We needed to make search was truly unified so users can access all the types of results.
MARKET RESEARCH

Evaluating Potluck's current experience

Competitor Analysis
On top of user research, I also conducted market research to have a better understanding of where Mido lotto stands with its competitors.  Also, to understand how similar applications managed user interactions, and how this information was displayed.

Evaluating Potluck's current experience

How can we make features more discoverable, impart a sense of value, collaboration & project progression?
INSIGHTS

Evaluating Potluck's current experience

Major Findings & Uncovered Insights
Based on the usability test and follow-up interviews, these were the most pressing issues that needed to be addressed.
muhammadjaffar14@gmail.com