My role
Senior UX Designer partnered closely with Product and Engineering to:
- Redesign the core navigation architecture
- Reimagine the Home experience as a true cross-vertical hub
- Simplify onboarding and deposit journeys
- Support compliance updates to unlock the full Casino portfolio
- Improve bottom navigation structure to support revenue-driving verticals
Context
Lottoland operates across multiple verticals — Lotteries, Casino Games, Scratchcards, Bingo, Sportsbook — but the mobile experience was fragmented and discoverability was poor.
The legacy app suffered from:
● Lottery-first navigation that limited cross-sell
● Technical debt and performance issues
● Limited casino portfolio due to Apple real-money gambling guidelines
● Weak vertical integration (Sportsbook underexposed)
Hybrid iOS App – Revenue & Engagement Lift
The Challenge
The goal was to redesign the app to:
- Align with UK Casino strategy
- Improve discoverability across verticals
- Increase conversion and player value
- Reduce technical debt and improve reliability
Key Product Decisions
- Reduced embedded games portfolio (without harming revenue)
- Added Sportsbook to the bottom navigation (strategic decision during 2022 World Cup)
- Introduced a revamped Home as a multi-vertical entry point
- Optimized game access and vertical exposure
- Simplified navigation and reduced friction in key journeys
Key Constraints
- Regulatory compliance — KYC and identity verification requirements specific to Zambian financial regulation.
- Device diversity — Varying device performance and patchy connectivity across the user base.
- Cultural trust barriers around digital finance — Many users were approaching digital banking for the first time.
- Thin UX precedent — Limited existing patterns designed for this specific market.
Outcomes
- Delivered cohesive mobile experience across platforms
- Strengthened cross-functional product alignment
- Contributed to strategic reassessment of product-market fit
Reflection
This project shaped my approach to regulated products. It reinforced that good design in fintech is less about polish and more about clarity, trust, and reducing cognitive friction under constraint.
KenoGO App (Australian Market)
Objective
Launch a dedicated Keno app to capture mobile-first growth in Australia.
Results
9.6K installs shortly after launch
71% of total Keno revenue generated through apps
iOS generated ~66% of app revenue
Install → FTD conversion on iOS: 40% (vs usual <20%)
FTD → 2TD conversion: 55%
Stakes per player: 2.5x higher on iOS app vs web
Learning
Apps are critical in this market.
Mobile-native UX significantly increases player value and conversion.
