Case study
Svenska
Postkodlotteriet
Redesigning the digital lottery experience - increasing conversion by 50% through data-driven design.
01
Design approach
I was responsible for expanding the customer base and increase the user experience throughout the web.
In close cooperation with product owners, sales, customer service, analysts, project managers, backend and frontend developers I was in charge of the product design. Based on data-driven insights and user interviews with both existing and potential customers, I developed a design system with new design for the web. We A/B-tested all new design to get statistics and compared the conversions.
This was a consulting assignment which gave me more time to work on the client goal: increase the customer base.
Desktop view
02
Redesigning the purchase flow
The goal of a redesign of the purchase flow was to increase the conversion. In close cooperation with product owners, the analysis department and developers, I designed a completely new flow with new UX based on data-driven insights and user interviews.
The result was far beyond expectations, after the first iteration, sales increased by as much as 30%. I was then able to draw more conclusions and improve the flow even further. Which then contributed to the conversion increasing by a total of 50%.
03
The digital ticket
Postkodlotteriet was on a digitalisation journey. Historically, the lottery ticket was purely analogue - delivered as a physical card in a welcome letter to your mailbox. Customers could log in and purchase digital tickets, but they never actually got to see their ticket.
In close collaboration with the CEO, I designed and developed the concept for a brand new digital ticket experience - giving customers a visual, interactive representation of their lottery ticket for the first time.
Kind words
Elin is extremely talented and she is able to translate complex business needs into intuitive, user-centered designs. Elins ability to understand both technical and creative aspects of design is truly impressive. Throughout the assignment, Elin consistently demonstrated her ability to lead the design process and create prototypes and final designs. In addition to her strong UX/UI skills, Elin is also highly proficient in HTML and CSS. Which makes her a huge asset in any end-to-end assignments. Elin is an excellent communicator and collaborator, and she consistently delivered high-quality work, that was both visually appealing and functional. Elin is a reliable source of ideas and has up to date design skills. She brings great joy to work and is fast as hell. :)
Check out the design at www.postkodlotteriet.se (opens in new tab)