Camelot, native app re-imagining
How to massively improve the Official National Lottery app.
Built in Cordova, their app was usable (just) but was getting very bad reviews due to lack of intuitiveness, over-complexity, design and experience. They needed a clean slate and a new, fully native direction and vision.
I led a team of just three, and we undertook:
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Analysis of current app and all their research documentation to date.
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A co-creation workshop with real users.
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Interview sessions with the business: stakeholders, customer relations and insights teams.
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Continual documentation in war room with regular wall walks with stakeholders.
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Design direction, UX principles and a user needs matrix created.
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Developed into three user journeys, hitting as many of the high priority user and business needs as possible.
Then these journeys were used as the basis for ideating and sketching, UX and wireframing, then interaction design and a prototype of a new UX direction for the app. We kept it lean to get us quickly to something that could be user-tested and iterated before final delivery.
Pixate and Keynote prototypes that touched on all the high priority user needs, combined with an experience brief, UX principles and styleguide. A new target customer experience that excited users, the business and the Camelot board.
We also provided quick wins that are being developed on the current app to give them a release timetable to improve the current experience in the meantime.
Hugely well received and successful with everyone, they now have a clear vision of where they need to go, and are developing a roadmap to enable them to get there.
