Internship assignment at Norsk Tipping
Many of Norsk Tipping’s customers have a kind of “lucky ticket” they use when playing Lotto. They might have created it themselves using their favorite numbers or chosen significant numbers from their lives. Alternatively, they may have inherited a sequence of numbers from their family. To cater to this, Norsk Tipping developed a feature called “Lucky Ticket,” allowing customers to save their favorite tickets.
While Norsk Tipping’s customers highly requested this feature, we discovered that it was not being used to the intended extent. Our goal was to understand why the feature was underutilized, identify the problem, and propose a potential solution
My Role:
Interaction Designer
Period:
September - November 2022
Note: Some images are not available in English. I apologize for any inconvenience this may cause.
Project Case
The task involves improving one of Norsk Tipping's services, the "Lucky Ticket." The main goal is to enhance the service for a target audience with a strong emotional connection to their chosen numbers.
Project Aim
We aim to improve the gaming experience for the persona "Sentimental Sara." We will map out the current customer journey for "Sentimental Sara," identify pain points, and optimize these to create a better experience
Our Solution:
"My Digital Reminder" will replace the current "Lucky Ticket" feature. This solution is designed to offer customers with strong sentimental connections to their numbers additional functionalities for storing and managing their favorite numbers.
Our design process
We followed a user-centered design process, mapping the journey, identifying pain points, and creating targeted solutions
Insight Phase & Defining Phase
1.
Research
Experience map
5 x Whys
User testing
Survey Results & Google Analytics Results
Grounded Theory & Value Proposition
Design and Development phase
2.
How Might We
Brainstorming
Paper Prototype
High-Fidelity Prototyping
Persona
Persona - Rushy Roy
Rushy Roy represents Norsk Tipping customers who select random numbers for their Lotto tickets. He has no sentimental attachment to his numbers and prioritizes quick completion of subscription payments. Roy is a rational thinker and knows that choosing numbers does not affect his chances of winning. As an impatient person, he gets easily frustrated with delays and relies heavily on subscriptions to streamline the process.
Persona - Sentimental Sara
"Sentimental Sara" was the main focus of our project. Sara is deeply committed to submitting her regular ticket but often enjoys tweaking her numbers. She has a strong emotional connection to her favorite numbers and changes them when significant life events occur. Sara either remembers all her numbers or relies on a physical note when it's available. and relies heavily on subscriptions to streamline the process.
User Insights and Behavioral Analysis
Overview of Our Focus and Key Insights from Surveys and User Behavior Analysis
Identified insights on purchasing, creating, and saving Lotto tickets on Norsk Tipping’s web platform.
Highlighted areas of improvement and usability concerns
Test User Review
Customer Panel and Opinion Research
Enhanced understanding of Norsk Tipping’s customer behaviors and preferences
Explored customer habits related to lottery ticket purchases, focusing on:
Background.
Awareness and satisfaction with the "Lucky Ticket" feature.
Submission methods for Lotto tickets.
Sentimental attachment to numbers.
Memorization of numbers.
Survey Aim
Revealed how customers navigate the website and interact with features.
Feedback from the Hotjar widget highlighted customer expectations and usability preferences.
Hotjar Insight
Provided additional insights into customer navigation patterns and usage trends to complement the findings from Hotjar
Google Analytics Data
Results
Insights and Analysis
These findings suggest a need for clearer communication and design improvements to make the "Lucky Ticket" feature more intuitive and aligned with user behaviors
1.
Awareness vs. Usage Gap
Many customers are aware of the "Lucky Ticket" feature and save their tickets using it. However, most users do not actively use the feature for ticket submission.
2.
Preference for Simplicity
Users commonly rely on the "repeat from history" option, which is perceived as more intuitive and straightforward.
Feature Misunderstanding
3.
There may be a lack of understanding among users about how the "Lucky Ticket" feature works or its benefits.
Behavioral Insight
4.
Customers prioritize ease and speed, opting for methods they find more accessible, even if it bypasses intended features.
Experience Map
The goal is to visualize and further understand the user experience to identify and solve pain points for Sentimental Sara. We created three different experience maps focusing on the following
User Test
The test aimed to evaluate user experience with the Lucky Ticket feature. We observed users navigating Norsk Tipping’s site to find, save, and retrieve a Lotto ticket. Twelve participants were tested, and these were the results.
could not find their saved ticket under "My Games
2 out of 12
5 out of 12
found their saved ticket in the "Lotto Lobby."
6 out of 12
11 out of 12
searched for their saved ticket in the Hamburger Menu
successfully saved a ticket
5 out of 12
9 out of 12
needed more than 3 steps to locate their saved ticket
visited "My Page
Key Insight
While 11 out of 12 users managed to save a ticket, 9 out of 12 could not easily find their Lucky Ticket after saving it. This indicates the main problem with the Lucky Ticket feature is not the saving process but users being unaware of where to locate it afterward.
Hypothesis
"Our users cannot find their Lucky Ticket after saving it." Through data collection, user testing, and analysis, we identified ways to assist users like Sentimental Sara. Our key finding is: The core issue lies in clarity and navigation, requiring an improved design to help users easily locate their Lucky Ticket after saving it.
Design & Development Phase
How Might We
I used HMW (How Might We) as it suggests feasible solutions and allows for multiple answers to various questions. This made it easier for us to start brainstorming later.
Brainstorming
Using the HMW, we devised ideas such as lucky numbers, lucky rows, a number calendar, and a tagging system. Afterward, we took our ideas and created a physical overview of our concepts, thoughts, mind map, and other valuable insights.
This overview revealed a key issue: the Lucky Ticket feature only allows users to save a "favorite ticket" and nothing more. We wanted to offer users better organization and control over their favorite numbers and sequences.
This led us to our solution: "My Digital Reminder," which replaces the Lucky Ticket feature.
Potential Solution
“My Digital Reminder” allows users to save meaningful numbers and use them to create their own sequences and tickets. Saved numbers, sequences, and tickets are always accessible, making it easier for users to play with their preferred numbers.
The solution consists of three key components:
Physical vs. Digital Reminder
We saw that some people used physical sticky notes to keep track of their numbers and had to enter them again every time they placed a bet. Digitizing this note will make the betting process more seamless and efficient.
Ticket vs. Individual Numbers
By allowing customers to sort their numbers using filters, we can help them understand the significance of individual numbers. Sorting the numbers can also make combining them into rows and tickets easier.
Sorting and Filtering
We noticed that some customers are connected to the individual numbers that make up their ticket, not just the ticket as a whole. Therefore, we wanted customers to save individual numbers, which could later serve as building blocks for creating rows and tickets.
Paper Prototype
With a concept in place, we sketched different layout ideas individually and selected the most promising ones. Once the paper prototypes were ready, we moved on to high-fidelity prototypes.
High-Fidelity Prototyping
In our first iteration, our advisor, Synnøve, pointed out that "My Saved Numbers" required a step-by-step process. Users might think they must complete it before moving to "My Saved Rows" and then "My Saved Tickets."
We also received feedback that the "Lottery" main page needed a more precise explanation of "Favorite Numbers" so users understand what they select. To address this, we redesigned the layout to make it more intuitive and informative.
Iteration Two
We placed "My Saved Numbers" at the top with a brief explanation. Users can categorize their numbers, which appear on the main "Lottery" page for easy access when purchasing tickets.
We also designed a keyboard with access to all "My Digital Notepad" features, allowing users to select random rows or favorite numbers when creating a ticket.
Further Work and Feedback
We didn’t get to user-test the prototype but would have prioritized it if we had more time. Key questions remain: Is "My Saved Rows" necessary? Is the solution intuitive and easy to navigate?
Feedback from Norsk Tipping UX designers highlighted potential but emphasized the need for more testing and phased integration. Starting with saved numbers could help evaluate user adoption before expanding further.
