De Postcode Loterij
A new website from scratch
De Postcode Loterij is a famous Dutch subscription lottery. You participate by using your own postal code as your personal lottery ticket. The good thing about the lottery, it donates 50% of its income to charity.
De Postcode Loterij was looking for someone to help them with the interaction and usability aspects of their new website. So that's where I came in.
It was time for the Postcode Loterij the design and build a new website. Their old website was outdated and not that mobile friendly. The new website had to be more engaging and more of a prominent and fun factor in the marketing mix. The team was formed from internal and external team members. I got onboard on the project to assist the team with the interaction and usability aspects for the design of the website.
Patterns, wireframes and story boards
The Postcode Loterij is an amazing marketing driving company with some very good marketeers on board. They are very skilled in selling their product, converting people into paying customers and keeping them on board. Let's putt it like this: they know how to persuade. This DNA I felt the first day I walked in. They knew what message they wanted to bring across, but they had fewer experience in digital design.
It really helped that they already had a good what the website should communicate. For me this was all about sensible usability and thinking about how to bring the information the best across. For example: How to show 10.000 price winners? Or how do explain a complex game where everybody got different prices based on many factors? What they needed was some system to the design.
I started making wireframes and UI-patterns for their most rudimentary page: the draw results. Here all prices and winners would be displayed. I had to come up with a system that fitted their pricing system, but was flexible enough to also display future prices. I had to explore all the worst-case scenarios to see if my solutions would work.
My role
Medior UX Design (Dept)
Project type
Website for lottery
Art Direction
Taco Faber
Visual Design
Bas de Valk
For the other parts of the website storytelling would become an important factor in the design. You have to show how a specific game within the lottery works, or show how charities are being helped with money of participants. For visitors of the website not to get bored and loose their attention, we couldn't just simply make a few simple text driven content pages with some pictures and tell the story. No, we had to completely visualise all the explanatory stuff. Good thing we had Taco on board, because he really helped us to bring these stories alive.
So, I no longer created this ugly and boring wireframes with only placeholders for images. No, I had to think ahead in how to combine and sketch out the different types of content to tell the story with. For the things that would animate I created storyboards to show how each step of the animation would work. I basically did a lot of thinking before the real creatives could set to work creating these visual experiences.
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Looking back
Looking back at this project I really liked the commercial and fun mindset of the people of the people I worked with. I had a good time helping them out.
What it also taught me that it's also good to have good think in how you persuade people into gambling to what is ethical design and what is not. Because you imagine there are some boundaries to what you call persuasive design. If you stretch it too far, it almost becomes manipulative or dark patterned. And that's what you want to keep away off.
All and all, a fun and good experience to collaborate on. Its always nice to sometimes work on something new and different.