Overview
Group Play is a feature designed for the Ontario Lottery and Gaming Corporation (OLG) website and its Native Apps on iOS and Android platforms. The goal of Group Play is to enhance the user experience by allowing players to form groups, pool their resources, and play lottery games together. As the Lead Product/UI & UX designer, I was responsible for designing the feature from scratch, creating key components and assets, and collaborating with a cross-functional team to bring the project to fruition within an agile methodology.
Problem Statement
By digitizing this game and integrating it into the OLG Transactional Website and Native Apps on iOS and Android platforms, we successfully addressed a significant gap in the existing OLG digital ecosystem. Previously exclusive to retail OLG players, the game now offers a collaborative Group Play feature that fosters social interaction and shared gaming experiences. This strategic enhancement not only enriches user engagement but also has the potential to drive up revenue for the OLG through increased participation and player satisfaction.
Research & Discovery
My valuable contributions to the research process, as well as my constructive feedback and well-prepared interview questions based on game mechanics and functions, were instrumental in uncovering the needs and preferences of our target users. By conducting user interviews and studying user behaviour on the OLG platform, we gained valuable insights.
Our research highlighted a strong interest among lottery enthusiasts in group play features, indicating a significant opportunity to improve the user experience through social interaction. This collaborative effort has provided us with a solid foundation to enhance our platform and better cater to the desires of our users.
Some valuable insights gathered from interviews
"I appreciate the opportunity to act as a captain of the group, which allows me to take on a leadership role and facilitate a more engaging experience for our members."
"Is there a loyalty program in place for captains? Recognizing and rewarding their dedication could further motivate them to enhance group dynamics and participation."
"Can I simultaneously hold the role of a captain in one group while being a member of another? This flexibility would enable me to engage with different communities and contribute to various groups."
Design Solution
1. Group Formation
Users can easily create or join groups with friends, family, or other players.
2. Pooling Resources
Group members can pool their funds to purchase lottery tickets together.
3. Ticket Management
Intuitive interface for managing group tickets, tracking winnings, and distributing prizes.
4. Communication (TBD)
In-app chat functionality to facilitate communication among group members.
5. Secure Transactions
Robust security measures to ensure safe and secure transactions within the platform.
Design Process
1. Wireframing & Prototyping
I created wireframes to visualize the user flow and interactions, followed by interactive prototypes to test usability.
2. Visual Design
Developed a clean and intuitive interface design that aligns with the OLG brand guidelines while enhancing the group play experience.
3. Iterative Testing
Conducted usability testing sessions with real users to gather feedback and iterate on the design for continuous improvement.
Development & Implementation
Collaborated closely with developers to ensure the seamless integration of the Group Play feature on the OLG website and Native Apps. Regularly communicate with the team to address technical challenges and refine the user experience based on development constraints.
Outcome
The Group Play feature was successfully launched on the OLG platform, receiving positive feedback from users who appreciated the social aspect and convenience of playing lottery games as a group. The feature contributed to increased user engagement and revenue for the OLG, demonstrating the value of incorporating collaborative features in digital lottery platforms.
Key Takeaways
By leveraging user insights, design expertise, and agile methodologies, the Group Play feature has transformed the OLG digital platform, providing users with a more interactive and rewarding lottery gaming experience.
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