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OLG Modernization Strategy

OLG Modernization Strategy

Role: UX Consultant, Design, Research and Strategy

While working for Nurun Publicis, I've lead the digital modernization strategy for OLG that guided them to see and think beyond just a visual update of the website, helping them to shift their business model that focus on holistic approach and have user experience at the forefront of their business strategy.

OLG has been in a position where it had a large user base from baby boomer generation and needed to be more inclusive of their strategy and business approach. The modernization strategy 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 understand how they can open up the dialogue to have inclusive and open conversation and leverage what OLG can offer.

Below are some key optimization features implemented, helping them to update the site to the current responsive standards from best practices, integrate mobile app within the main OLG website, introduce a new game targeting younger audience called Hit or Miss and provided ongoing optimization strategy and to maintain the site and continue to update from user testing and feedback.

 

Much of the focus of initial conversation was about educating the client into discussing what is needed for this new business direction. We communicated by sharing examples of best practices from industry leaders, talking to stakeholders aligning business direction and objectives with the identified user needs from our Nurun team. This lead to the foundation of all parties understanding the needs and stakeholder buy-ins.

 

Mobile App Integration

Mobile app integration to the main website was one of the key implementation of modernization strategy. From best user experience practice and review, I recommended creating a dedicated mobile app page within the Learn section.

Rather than linking directly to the app store, driving users to the mobile Aapp page from relevant pages within the OLG website will allow users to learn more about the app before leading them to App Store, leading to less drop-off and improve SEO for app related searches. High level UX implementation focus was to avoids disruption for dedicated mobile web user, especially for older population, displays on on relevant pages only, implemented only on mobile, adheres to platform design patterns and keep the experience highly visible, however does not interfere with overall site.

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Information Architecture showing integration of mobile app

 

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.

The initial challenge was integrating the new game type of game without disrupting the logic of existing games and categories. By Adding Quick Draw category and the Hit or Miss game under the Watch ‘N Win category, retaining consistency with the current logic structure and the navigation, retaining existing 'mega menu' styling. Quick Draw will lead users to the category landing page, while Hit or miss will lead to the game page.

 

Wireframes

Throughout the creative process, I used a lean UX approach including the Hit or Miss page. Working closely with the visual and dev teams, I focused on turning wireframes and UX strategy into working responsive game landing page.

 

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.

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Hit or Miss Test Cases

Continuous testing and analysis provided valuable feedback of implemented strategy. I revisited the user experience and content strategy of OLG site and continued to gather user feedback and conducted usabilities studies.

Most consumers come seeking simple information, and primarily to check their numbers.  Functionality to help them scan and check the numbers on the website would help them.

Visitors rarely would seek information on games without some type of trigger.  Consider more engaging or interactive stimuli for players (when they check their numbers) to draw visitors to other parts of the website - new games, where the money goes, winners stories etc.

Consumers describe the site as highly functional, which was seen as good, but not very memorable.  The opportunity here might be to create that emotional connection, for example, through Winner's stories or stories about where the money goes and how it help people of Ontario.

The OLG site continues to be updated and live with new messaging as various campaigns around the strategic planning and change.