BCLC Lottery Experience Innovation

Client: British Columbia Lottery Corporation (BCLC)

Timeframe: 01/2016 - 04/2016

Team (Studio 777): Yang Liu, Macy Yue, Karen Bao, Simon Bay Andersen

My Role: UX Researcher / Content Strategist

The Centre for Digital Media has partnered with the Content Innovation team at BCLC to identify where opportunities exist to attract and retain players currently with BCLC on a light and casual basis. Studio 777 (the development team) identified and delivered new content ideas that would help BCLC bring ideas to life and validate potential solutions with customers in fast-paced manner.

The Challenge - Apply Lean UX Method to R&D

The Content Innovation team at BCLC is a newly formed team with the mission of bringing innovative concepts to life. When it comes to research & development, big corporations like BCLC usually spend 1-2 years in research and 2 more years in development. It's risky because the market might change greatly when the product is finally released. What's more. chances are that the project ends up with hundreds of research slides and the team will never come back to open them anymore.

We only had 12 weeks for this project. To use the limited project time more wisely, I adopted Lean UX method to collaborate direcly with developers, PM and artisits in an agile environment to learn from the end users quickly and iterate the product forward.

Design Process

The Discover

For years, BCLC has invested time and money in researches understanding players better. From Day-1, we received a bunch of research decks at the courtesy of BCLC to help us understand their players and products. As the only UX designer of the team, I read through the documents and prepare the insight slides which would be helpful for potential solution space of the project.

With the client's participation, our team firstly created 3 personas that consist of the Dabbler (who plays lottery on a whim), the Lotto Loyalist (who never misses a draw) and the Dreamer(who enjoys dreaming of winning the jackpot).

They are all potential users of this application and thus their lifestyles, behaviors and devices they use were thoroughly discussed and described. The result led to the collaborative design session that explained the needs and wishes of these users followed by the possible product concepts.

We facilitated a brainstorming design session with our clients to come up with interesting ideas -

Everyone writes down their concepts on post-its.

Evaluate and organize these ideas based on what will be appreciated by our users.

Prioritize and select top three ideas for rapid prototyping development.

The Design

Based on the personas, the user journey were created to demonstrate the main touchpoints and the stucture of the application.

User Journey - Iteration 1

User Journey - Iteration 2

Flowchart

Then, we summarized main concepts from the journey map and created a task flow map to understand the basic structure and major user flows of our product.

Wireframes

In the wireframes, all discussed features were translated into screen-by-screen solutions with a logical flow that interlinks each other. In this stage, the effort in the iterations was made to check if all the discussed features are included and figure out if the flow makes sense to users.

The Develop

Usability Testing - FAIL FASTER

Usability testing is a technique used in user-centered solution design to evaluate a product by testing it on users. In order to get feedbacks from users as early as possible, we did 9 small qualitiative usability tests during the whole production process.

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