About Oz Lotteries
Oz Lotteries has sold licensed lottery products for more than 20 years, serving over 2 million customers across web and native mobile apps. As the Growth Product Designer, I owned end-to-end design for customer acquisition, conversion, and retention across all digital channels. Every feature below was shaped by qualitative and quantitative research, including surveys, phone interviews, video calls, prototype testing, and A/B experimentation.
Cross platform experience
The purchase flow needed to work identically across web and native mobile. Research showed customers frequently switched devices mid-journey, so any inconsistency between platforms created drop-off.
I designed a unified experience with shared navigation, consistent number picker patterns, and aligned checkout flows, while adapting for each platform's native interaction patterns (touch, Apple Pay/Google Pay on mobile; full grid and expanded options on web).
Lotto Party
Lotto Party was designed as a social growth feature. One organiser creates a group ticket, invites friends, everyone pays their share, and winnings split automatically.
The growth problem Most lottery purchases were individual. There was no mechanism to bring new users into the platform through existing customers' social networks.
Research I led qualitative research (phone interviews, video calls, surveys) to understand how people already organised group lottery purchases offline. I ran prototype testing to reduce friction in the invitation and payment flows. The key insight: the biggest barrier wasn't creating a party, it was convincing friends to join. People didn't trust the mechanics. Making it transparent converted hesitation into participation.
► How to play Lotto Party?
Design decisions that drove growth
- Participant-to-organiser conversion The landing page opens with two paths: "Create a Lotto Party" for confident users, and "Not ready to start your own?" with promoted parties below. New users can join an existing party first, experience a draw, then create their own. Each new organiser brings a fresh social circle into the platform, compounding the viral loop.
- Onboarding transparency On the app, I designed an educational screen that walks first-time users through how Lotto Party works: share pricing, how the group ticket grows, and how winnings split. This directly addressed the trust barrier surfaced in research.
- Simplified play and party management Reduced steps from invitation to purchase so first-time customers could join in under a minute. Real-time status and social accountability drove repeat participation without relying on push notifications.
Lotto Syndicates
Syndicates let players buy shares in a large group ticket managed by the platform. Unlike Lotto Party (social, friend-based), Syndicates are anonymous group buys. The growth goal was increasing average order value and converting casual players into regular subscribers.
The growth problem Solo ticket buyers had a natural spending ceiling. Casual players played once in a while when jackpots were high, then disappeared.
Research Funnel analysis showed drop-off at the game selection step. Users wanted better odds but found System entries (which cover more number combinations) too expensive individually. Qualitative research confirmed the insight: players would spend more if they felt like they were getting better value.
► Lotto Syndicates: How Do They Work?
Design decisions that drove growth
- Tiered sizing with anchoring I designed the purchase flow as a clear 3-step process: choose your size (Small 200 games, Medium 330, Large 792, X-Large 1,716), pick how many shares, decide if you want to repeat weekly. Showing all four tiers side by side makes the Medium and Large options feel like better value, nudging users upward.
- Transparent cost and share structure Each tier shows the total ticket value alongside the share price, so users see they're getting hundreds of dollars worth of entries for a fraction of the cost. Removing ambiguity about what you're buying built the trust needed for group financial transactions.
- AutoPlay subscription The "Repeat each week?" toggle converted one-time syndicate buyers into weekly subscribers, transforming an impulse purchase into recurring revenue and increasing LTV.
Best Sellers
Best Sellers surfaces the most popular ticket configurations at key moments in the purchase journey, particularly when users show signs of indecision.
The growth problem Lottery has an inherent choice paralysis problem. Multiple games, draw times, number combinations, entry types. Customers who can't decide don't buy. Research showed that the highest drop-off in the purchase funnel was at the number selection step, not at checkout.
Research I analysed purchase data to identify the most common configurations and where users abandoned. A/B testing different placements and framing of "best seller" suggestions validated that social proof ("most popular") outperformed algorithmic recommendations in a product category where all options are functionally random.
Design decisions that drove growth
- "Replay past tickets" banner Visible at the top of every purchase flow, this was a personalised Best Sellers variant for returning users. It addressed the specific friction of "I don't remember what I played last time" and collapsed the entire purchase flow into one click.
- Social proof labelling "Best seller" badges on the most popular configurations gave new users a decision shortcut. When everything is equally random, "most popular" provides a rational basis for choosing, reducing time-to-purchase.
- Personalised recommendations For logged-in users, suggestions based on play history shifted the mental model from "decide what to play" to "here's your play for tonight," increasing purchase frequency.
Design systems
I built and maintained three design libraries that served as the shared foundation for every feature shipped across platforms:
- Web library Components, patterns, and page templates for the responsive web experience
- App library Native mobile components aligned with iOS and Android platform conventions
- Illustration library Game-specific visual assets, promotional graphics, and branded illustrations used across marketing and product
The design system wasn't just about consistency. It was delivery infrastructure. Shared components meant new features and A/B test variants shipped in days instead of weeks. In a growth-focused product team, the ability to run more experiments per quarter directly correlated with how fast we could learn and iterate.
For a regulated lottery product, visual consistency also builds trust. Customers who encounter inconsistent UI between platforms or between features have lower purchase confidence. The design system prevented this at scale.
I owned the component architecture, documentation, and governance, and drove adoption across both web and app engineering squads.
