CASE STUDY · RESPONSIVE WEB & MOBILE
Hoosier Lottery — Redesigning digital player onramps and account loyalty
⏰
TL;DR
I hear you, lots going on today. Here’s a quick rundown.
ROLE
Product Designer
TIMELINE
2021-2022
TEAM
Core Systems Team (Product, Design, Engineering)
The Challenge
High mobile bounce rates and fragmented ticket discovery across hoosierlottery.com stalled player growth:
- Mobile Friction: Core desktop utilities lacked responsive parity, creating steep drop-offs during player registration.
- Regulatory Guardrails: Strict state compliance required verified age checks and responsible gaming controls without hurting conversion.
- Fragmented Discovery: Players struggled to check physical tickets or locate retail partners easily on handheld devices.
- Design Inconsistency: Disparate styles across web touchpoints created ongoing design debt and slowed front-end delivery.
The Outcome
Delivered a modernized, mobile-first player portal supporting 3.2M+ monthly active users:
- Onboarding Lift: Streamlined player registration, significantly reducing account creation friction.
- Mobile Usability: Deployed native-feeling ticket-checking and retail locator tools tailored for on-the-go players.
- Full Compliance: Achieved 100% compliance with Indiana state gaming regulations and WCAG accessibility standards.
- Handoff Velocity: Modular component tokens cut front-end QA review cycles significantly across release sprints.
NATIVE MOBILE APP EXPERIENCE
Rebuilding the player utility from the ground up
To complement the web platform, we redesigned the Hoosier Lottery mobile app as a utility-first retail companion. We focused the UX on three critical real-world actions: rapid retail barcode scanning, digital playslip generation, and frictionless 2nd Chance promotional entries.
Swipe below to see additional screens.
Utility drives engagement. Convenience secures loyalty.
By prioritizing frictionless physical barcode scanning and direct digital ticket entry over intrusive marketing banners, the mobile app achieved a 4.8-star rating across 57,000+ reviews, establishing the app as the essential retail companion for everyday players across Indiana.
Research & Discovery
Player research and behavioral friction
Through moderated sessions with diverse player archetypes (casual scratchers, daily draw-game players, and loyalty members), we uncovered four core friction points across the legacy experience:
Task Velocity Over Browsing
Finding
74% of returning players had a single immediate intent: checking winning numbers or scratch-off prize remainders.
friction
Legacy layouts buried winning draw results beneath promotional carousels and marketing banners.
Mobile Viewport Breakdown
Finding
Over 65% of sessions occurred on mobile devices right after purchasing physical tickets at retail.
friction
Desktop-first tables forced pinch-and-zoom navigation, breaking readability for complex multi-tier draw numbers on handheld viewports.
Hidden Retailer Discovery
Finding
Digital players regularly sought physical retail locations to purchase specific high-jackpot scratch-offs.
friction
Retail search required manual zip code entry without native browser geolocation, obscuring nearby authorized retailers and specific game availability.
Friction in 2nd Chance Promotions
Finding
High-intent players actively sought digital 2nd Chance promotions, but abandoned the process before entry completion.
Friction
Manual entry of 24-digit alphanumeric codes without camera scan validation caused steep drop-offs during submission.
PRODUCTION ARCHITECTURE & PAGE TEMPLATES
Architecting the digital player ecosystem
I designed modular, responsive page templates to serve distinct player intents across hoosierlottery.com: elevating community trust on the homepage, streamlining game discovery, and maximizing account conversion on the dedicated myLOTTERY hub.
Homepage Experience
Unified player intent hub balancing live draw results, community storytelling, and high-conversion myLOTTERY loyalty onramps.
See Live
hoosierlottery.com/2nd-chance
myLOTTERY Hub
Personalized player dashboard driving ticket entry, exclusive member promotions, and mobile app retention.
See Live
hoosierlottery.com/scratch-offs
hoosierlottery.com/2nd-chance
hoosierlottery.com/winners
hoosierlottery.com/who-we-are/
Page 04
About Us & Giving Back
Dedicated civic trust hub highlighting state pension funding, teacher retirement support, and local community reinvestment.
See Live
Modular architecture transforms disparate pages into an interconnected player journey.
Instead of treating pages as isolated marketing destinations, each template was engineered around shared conversion hooks: pairing responsible gaming verifications and live jackpot APIs with seamless myLOTTERY registration paths.
UI PATTERN LIBRARY & DESIGN SPECIFICATIONS
Establishing unified UI patterns, color tokens, and accessibility standards
To maintain consistency across web and mobile touchpoints, I authored a centralized digital UI pattern library and production style guide. This established accessible contrast pairings, semantic color scales, and standardized component states to streamline engineering implementation.
Play Now
Primary
Play Now
secondary
Previous draw results
inline
Privacy Policy
TERTIARY
IMPACT & MEASUREMENT
Bridging digital products with promotional social campaigns
The redesigned portal and mobile app unified Hoosier Lottery’s digital ecosystem for over 3.2M monthly active players. Streamlining retail-to-digital workflows cut onboarding drop-offs, while the modular UI framework reduced multi-channel campaign deployment time across bi-weekly game launches.
REFLECTIONS & FUTURE STATE
Driving engagement by connecting physical retail to digital loyalty.
Unified Digital Ecosystem
Cross-Platform Parity
Standardized navigation patterns, color systems, and accessible components across web portals and native apps.
Streamlined Onboarding
Frictionless Conversion
Reduced form friction across myLOTTERY registration and 2nd Chance ticket entry flows to boost digital member conversion.
Design Velocity
Modular Production Kits
Cut deployment turnaround for bi-weekly scratch-off campaigns from several days to hours using modular production templates.
Retail-to-Digital Handoff
Paperless Playslip Adoption
Replaced paper-heavy counter processes with rapid QR code generation, driving digital utility directly inside retail partner environments.
NEXT PROJECT
Northwestern Medicine
Sheila Sczepanik
Senior Product Designer
Specializing in enterprise tools, multi-brand design systems, and complex data-dense workflows that scale effortlessly for engineering teams.
CASE STUDY · RESPONSIVE WEB & MOBILE
Hoosier Lottery — Redesigning digital player onramps and account loyalty
⏰
TL;DR
I hear you, lots going on today. Here’s a quick rundown.
ROLE
Product Designer
TIMELINE
2021-2022
TEAM
Core Systems Team (Product, Design, Engineering)
The Challenge
High mobile bounce rates and fragmented ticket discovery across hoosierlottery.com stalled player growth:
- Mobile Friction: Core desktop utilities lacked responsive parity, creating steep drop-offs during player registration.
- Regulatory Guardrails: Strict state compliance required verified age checks and responsible gaming controls without hurting conversion.
- Fragmented Discovery: Players struggled to check physical tickets or locate retail partners easily on handheld devices.
- Design Inconsistency: Disparate styles across web touchpoints created ongoing design debt and slowed front-end delivery.
The Outcome
Delivered a modernized, mobile-first player portal supporting 3.2M+ monthly active users:
- Onboarding Lift: Streamlined player registration, significantly reducing account creation friction.
- Mobile Usability: Deployed native-feeling ticket-checking and retail locator tools tailored for on-the-go players.
- Full Compliance: Achieved 100% compliance with Indiana state gaming regulations and WCAG accessibility standards.
- Handoff Velocity: Modular component tokens cut front-end QA review cycles significantly across release sprints.
NATIVE MOBILE APP EXPERIENCE
Rebuilding the player utility from the ground up
To complement the web platform, we redesigned the Hoosier Lottery mobile app as a utility-first retail companion. We focused the UX on three critical real-world actions: rapid retail barcode scanning, digital playslip generation, and frictionless 2nd Chance promotional entries.
Utility drives engagement. Convenience secures loyalty.
By prioritizing frictionless physical barcode scanning and direct digital ticket entry over intrusive marketing banners, the mobile app achieved a 4.8-star rating across 57,000+ reviews, establishing the app as the essential retail companion for everyday players across Indiana.
Research & Discovery
Player research and behavioral friction
Through moderated sessions with diverse player archetypes (casual scratchers, daily draw-game players, and loyalty members), we uncovered four core friction points across the legacy experience:
Task Velocity Over Browsing
Finding
74% of returning players had a single immediate intent: checking winning numbers or scratch-off prize remainders.
friction
Legacy layouts buried winning draw results beneath promotional carousels and marketing banners.
Mobile Viewport Breakdown
Finding
Over 65% of sessions occurred on mobile devices right after purchasing physical tickets at retail.
friction
Desktop-first tables forced pinch-and-zoom navigation, breaking readability for complex multi-tier draw numbers on handheld viewports.
Hidden Retailer Discovery
Finding
Digital players regularly sought physical retail locations to purchase specific high-jackpot scratch-offs.
friction
Retail search required manual zip code entry without native browser geolocation, obscuring nearby authorized retailers and specific game availability.
Friction in 2nd Chance Promotions
Finding
High-intent players actively sought digital 2nd Chance promotions, but abandoned the process before entry completion.
Friction
Manual entry of 24-digit alphanumeric codes without camera scan validation caused steep drop-offs during submission.
PRODUCTION ARCHITECTURE & PAGE TEMPLATES
Architecting the digital player ecosystem
I designed modular, responsive page templates to serve distinct player intents across hoosierlottery.com: elevating community trust on the homepage, streamlining game discovery, and maximizing account conversion on the dedicated myLOTTERY hub.
Homepage Experience
Unified player intent hub balancing live draw results, community storytelling, and high-conversion myLOTTERY loyalty onramps.
See Live
hoosierlottery.com/2nd-chance
myLOTTERY Hub
Personalized player dashboard driving ticket entry, exclusive member promotions, and mobile app retention.
See Live
hoosierlottery.com/scratch-offs
hoosierlottery.com/2nd-chance
hoosierlottery.com/winners
hoosierlottery.com/who-we-are/
Page 04
About Us & Giving Back
Dedicated civic trust hub highlighting state pension funding, teacher retirement support, and local community reinvestment.
See Live
Modular architecture transforms disparate pages into an interconnected player journey.
Instead of treating pages as isolated marketing destinations, each template was engineered around shared conversion hooks: pairing responsible gaming verifications and live jackpot APIs with seamless myLOTTERY registration paths.
UI PATTERN LIBRARY & DESIGN SPECIFICATIONS
Establishing unified UI patterns, color tokens, and accessibility standards
To maintain consistency across web and mobile touchpoints, I authored a centralized digital UI pattern library and production style guide. This established accessible contrast pairings, semantic color scales, and standardized component states to streamline engineering implementation.
Brand Red
PATTERN
Brand Red
#DB1E32
Coral
#F5C800
Green
#FF5C40
Sky
#61C79B
Ink
#22C1CC
Play Now
Primary
Play Now
secondary
Previous draw results
inline
Privacy Policy
TERTIARY
IMPACT & MEASUREMENT
Bridging digital products with promotional social campaigns
The redesigned portal and mobile app unified Hoosier Lottery’s digital ecosystem for over 3.2M monthly active players. Streamlining retail-to-digital workflows cut onboarding drop-offs, while the modular UI framework reduced multi-channel campaign deployment time across bi-weekly game launches.
REFLECTIONS & FUTURE STATE
Driving engagement by connecting physical retail to digital loyalty.
Unified Digital Ecosystem
Cross-Platform Parity
Standardized navigation patterns, color systems, and accessible components across web portals and native apps.
Streamlined Onboarding
Frictionless Conversion
Reduced form friction across myLOTTERY registration and 2nd Chance ticket entry flows to boost digital member conversion.
Design Velocity
Modular Production Kits
Cut deployment turnaround for bi-weekly scratch-off campaigns from several days to hours using modular production templates.
Retail-to-Digital Handoff
Paperless Playslip Adoption
Replaced paper-heavy counter processes with rapid QR code generation, driving digital utility directly inside retail partner environments.
NEXT PROJECT
Northwestern Medicine
Unifying enterprise clinical platforms with an accessible, multi-brand digital design system. →
Sheila Sczepanik
Senior Product Designer
Specializing in enterprise tools, multi-brand design systems, and complex data-dense workflows that scale effortlessly for engineering teams.
CASE STUDY · RESPONSIVE WEB & MOBILE
Hoosier Lottery — Redesigning digital player onramps and account loyalty
⏰
TL;DR
I hear you, lots going on today. Here’s a quick rundown.
ROLE
Product Designer
TIMELINE
2021-2022
TEAM
Core Systems Team
(Product, Design, Engineering)
The Challenge
High mobile bounce rates and fragmented ticket discovery across hoosierlottery.com stalled player growth:
- Mobile Friction: Core desktop utilities lacked responsive parity, creating steep drop-offs during player registration.
- Regulatory Guardrails: Strict state compliance required verified age checks and responsible gaming controls without hurting conversion.
- Fragmented Discovery: Players struggled to check physical tickets or locate retail partners easily on handheld devices.
- Design Inconsistency: Disparate styles across web touchpoints created ongoing design debt and slowed front-end delivery.
The Outcome
Delivered a modernized, mobile-first player portal supporting 3.2M+ monthly active users:
- Onboarding Lift: Streamlined player registration, significantly reducing account creation friction.
- Mobile Usability: Deployed native-feeling ticket-checking and retail locator tools tailored for on-the-go players.
- Full Compliance: Achieved 100% compliance with Indiana state gaming regulations and WCAG accessibility standards.
- Handoff Velocity: Modular component tokens cut front-end QA review cycles significantly across release sprints.
NATIVE MOBILE APP EXPERIENCE
Rebuilding the player utility from the ground up
To complement the web platform, we redesigned the Hoosier Lottery mobile app as a utility-first retail companion. We focused the UX on three critical real-world actions: rapid retail barcode scanning, digital playslip generation, and frictionless 2nd Chance promotional entries.
Utility drives engagement. Convenience secures loyalty.
By prioritizing frictionless physical barcode scanning and direct digital ticket entry over intrusive marketing banners, the mobile app achieved a 4.8-star rating across 57,000+ reviews, establishing the app as the essential retail companion for everyday players across Indiana.
Research & Discovery
Player research and behavioral friction
Through moderated user interviews and usability testing across core player cohorts (casual scratch-off purchasers, daily draw players, and myLOTTERY loyalty members), we identified four primary behavioral friction points across the legacy platform:
Task Velocity Over Browsing
Finding
74% of returning players had a single immediate intent: checking winning numbers or scratch-off prize remainders.
friction
Legacy layouts buried winning draw results beneath promotional carousels and marketing banners.
Mobile Viewport Breakdown
Finding
Over 65% of sessions occurred on mobile devices right after purchasing physical tickets at retail.
friction
Desktop-first tables forced pinch-and-zoom navigation, breaking readability for complex multi-tier draw numbers on handheld viewports.
Hidden Retailer Discovery
Finding
Digital players regularly sought physical retail locations to purchase specific high-jackpot scratch-offs.
friction
Retail search required manual zip code entry without native browser geolocation, obscuring nearby authorized retailers and specific game availability.
Friction in 2nd Chance Promotions
Finding
High-intent players actively sought digital 2nd Chance promotions, but abandoned the process before entry completion.
Friction
Manual entry of 24-digit alphanumeric codes without camera scan validation caused steep drop-offs during submission.
PRODUCTION ARCHITECTURE & PAGE TEMPLATES
Architecting the digital player ecosystem
I designed modular, responsive page templates to serve distinct player intents across hoosierlottery.com: elevating community trust on the homepage, streamlining game discovery, and maximizing account conversion on the dedicated myLOTTERY hub.
Homepage Experience
Unified player intent hub balancing live draw results, community storytelling, and high-conversion myLOTTERY loyalty onramps.
See Live
myLOTTERY Hub
Personalized player dashboard driving ticket entry, exclusive member promotions, and mobile app retention.
See Live
hoosierlottery.com/scratch-offs
hoosierlottery.com/2nd-chance
hoosierlottery.com/winners
hoosierlottery.com/who-we-are/
Page 04
About Us & Giving Back
Dedicated civic trust hub highlighting state pension funding, teacher retirement support, and local community reinvestment.
See Live
Modular architecture transforms disparate pages into an interconnected player journey.
Instead of treating pages as isolated marketing destinations, each template was engineered around shared conversion hooks: pairing responsible gaming verifications and live jackpot APIs with seamless myLOTTERY registration paths.
UI PATTERN LIBRARY & DESIGN SPECIFICATIONS
Establishing unified UI patterns, color tokens, and accessibility standards
To maintain consistency across web and mobile touchpoints, I authored a centralized digital UI pattern library and production style guide. This established accessible contrast pairings, semantic color scales, and standardized component states to streamline engineering implementation.
Brand Red
#DB1E32
Yellow
#F5C800
Coral
#FF5C40
Green
#61C79B
Sky
#22C1CC
Ink
#1A1410
Play Now
Primary
Play Now
secondary
Previous draw results
inline
Privacy Policy
TERTIARY
OMNICHANNEL ACTIVATION & CAMPAIGN DESIGN
Bridging digital products with promotional social campaigns
The redesigned portal and mobile app unified Hoosier Lottery’s digital ecosystem for over 3.2M monthly active players. Streamlining retail-to-digital workflows cut onboarding drop-offs, while the modular UI framework reduced multi-channel campaign deployment time across bi-weekly game launches.
REFLECTIONS & FUTURE STATE
Driving engagement by connecting physical retail to digital loyalty.
Unified Digital Ecosystem
Cross-Platform Parity
Standardized navigation patterns, color systems, and accessible components across web portals and native apps.
Streamlined Onboarding
Frictionless Conversion
Reduced form friction across myLOTTERY registration and 2nd Chance ticket entry flows to boost digital member conversion.
Design Velocity
Modular Production Kits
Cut deployment turnaround for bi-weekly scratch-off campaigns from several days to hours using modular production templates.
Retail-to-Digital Handoff
Paperless Playslip Adoption
Replaced paper-heavy counter processes with rapid QR code generation, driving digital utility directly inside retail partner environments.
NEXT PROJECT
Northwestern Medicine
Unifying enterprise clinical platforms with an accessible, multi-brand digital design system. →