Hit or Miss Splash.jpg

OLG Modernization Strategy

OLG Modernization Strategy

Role: UX Architect - UX & Strategy

While working for Nurun Publicis, I've lead the modernization project for Ontario Lottery and Gaming, helping them to update the site to the current standards from best practices, introduce a new game targeting younger audience called Hit or Miss and provided ongoing optimization strategy to maintain the site and continue to update from user testing and feedback.

OLG was in a tricky stage where it had a large user base from baby boomer generation and wanted to broaden their target audience. The modernization project was the lead push to increase that efforts, guiding OLG to not only focus on short term perspective projects but looking at it from long term user experience and strategy to really understand who they want to start having conversation and leverage what OLG can offer.

Below are some key optimization features implemented.

 

Much of the focus of initial conversation was about educating the client into discussing what is needed for this new business direction, showing them examples of best practices from industry leaders and talking to stakeholders aligning business direction and objectives with the identified user needs from our Nurun team.

s1_0_-_lottery_mobile_app_integration_sitemap.png

Site Map

New Game: Hit or Miss

Being a new type of game, different from the OLG roster, Hit or Miss does not fit into any of the existing game categories. Targeted at younger demographic, this fast paced game will be a flagship model to test the new “Quick Games” category, which will be expanded in the near future.

How do you integrate the new game type of game without disrupting the logic of existing games and categories? Addition of Quick Draw category and the Hit or Miss game under the Watch ‘N Win category. Quick Draw will lead users to the category landing page. Hit or miss will lead to the game page. This will retain consistency with the current logic structure and the navigation, retaining existing 'mega menu' styling.

Hit or Miss Game Menu Original.png
Hit or Miss Game Menu.jpg
 

Wireframes

Being a new type of game, different from the OLG roster, Hit or Miss does not fit into any of the existing game categories. Targeted at younger demographic, this fast paced game will be a flagship model to test the new “Quick Games” category, which will be expanded in the near future.

Ongoing Support & Testing

Being a new type of game, different from the OLG roster, Hit or Miss does not fit into any of the existing game categories. Targeted at younger demographic, this fast paced game will be a flagship model to test the new “Quick Games” category, which will be expanded in the near future.

Test Case - Hit or Miss.png