The lottery challenge 
theLotter is the leader in secure online lottery tickets purchase.
It's a product that will provide you a high quality service just like FedEx, UPS or other great courier company, buying a lottery ticket on your behalf and handling it to you in case you win the jackpot.
The challenge was to take this product, that is evidently linked to gambling, and give it the credibility and user experience of a serious and trustworthy company.
Mobile experience
Play process: from offline to online users
After getting to know our 45-60 years old users, that were very educated about the offline game, but were far from knowing the online world, the task was getting clearer - keep it basic.
From here it was about prototyping, doing user testing and prototyping again. Getting inside the users head is the secret to a good UX and UI work.
It was important for me to get to know our users, and there's nothing better than qualitative research, understanding what and how the user thinks.
The user interface in action
The mobile experience
The user interface in action
Bundles: the challenge of group play
The user interface in action
 
The mobile experience
The user interface in action
Hey, what's your name?
We kept working on improving the UI of the game, adding and removing features, thinking how to increase conversion. Later on we realized that we had missed the holy grail: the registration process.
This understanding immediately improved our results. My conclusion was that there are no quick wins with users, conversion needs to be improved looking at the whole user experience, the big picture, not just testing buttons colors or shapes, or using Shutterstock people that stare at the CTA. Conversion is definitely taking the user through the right path.