Challenge

The Lott’s digital team sought to enhance the user experience of the home screen, central to the app’s value proposition. They aimed to gather comprehensive insights across four critical prototype phases to better understand user expectations, preferences, and pain points, ensuring that the redesign was deeply informed by actual user needs.

Approach

To capture a broad spectrum of user perspectives, I recruited and conducted in-depth interviews with 20 omni-channel customers. This allowed me to thoroughly explore how users interacted with the app, their motivations, and challenges encountered with the current home screen. Each interview was structured using a tailored discussion guide I developed to focus on present and future states of the app. These sessions unearthed detailed insights into users' behaviours, preferences, and barriers, providing a robust foundation for the redesign.

Outcomes

I consolidated high level qualitative findings for a Stop and Think session with key stakeholders to discuss any issues or questions regarding the insights. I then further validated the findings with a quantitative survey, reinforcing critical insights that would support data-driven decision-making. I created and presented a consolidated report with insights and recommendations to the digital team with clear guidance on the improvements needed for an optimised home screen experience.

“Much simpler. Less clicks to get to. The two things I use the app for is to check my tickets and buy tickets so it’s good to be able to log on and check my tickets.” - Apple | Experienced User

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