Experience redesign of The National Lottery ecommerce and Good Causes platforms

Context

I worked with The National Lottery to provide experience strategy and UX support across multiple initiatives, including campaign work, a large scale ecommerce platform, and their Good Causes platform.

The work spanned both transactional and purpose led services within a highly visible and complex national system.

The situation

The organisation operates one of the largest ecommerce platforms in the UK, alongside a separate platform focused on distributing funding to charitable causes.

Each of these areas had distinct customer expectations and sensitivities.

Lottery participation is not always perceived as gambling by customers, whereas products such as scratchcards are. At the same time, the Good Causes platform sits within a broader public perception shaped by concerns around fairness and the role of lotteries in society.

This created a need to carefully consider how experience design responds to both behavioural patterns and public sentiment across very different contexts.

The work

I developed experience strategy across a range of projects, alongside delivering core UX outputs such as heuristic reviews, user flows, and wireframes.

Working closely with cross functional teams, I helped shape approaches to complex design challenges across both ecommerce and charitable platforms.

The work required navigating a high level of organisational and technical complexity, with a large number of interconnected touchpoints and stakeholders.

A service design perspective was critical in understanding how different parts of the experience related to each other, and in identifying opportunities to improve consistency and usability across the ecosystem.

What changed

The work contributed to improving how customer experience was approached across multiple initiatives, bringing greater structure and clarity to complex design challenges.

It also provided a more grounded understanding of how different customer perceptions and expectations should inform experience decisions across both commercial and purpose led platforms.

What this demonstrates

The ability to apply experience strategy and service design thinking within large scale, complex ecosystems, balancing commercial, behavioural, and societal considerations.