Online Scratch Cards Lottery
2026
Project Overview
I led an end-to-end comprehensive redesign of the Online Scratch Cards Lottery for Fortuna Entertainment. My goal was to lead a transformation of a generic game catalog into an engaging, modern entertainment hub that brings player engagement, boosts conversion rates, and integrates retention mechanisms through a lightweight gamification feature.
Through the workshops with business stakeholders and user feedback, I defined key pain points of our current product:
Suboptimal Visual Hierarchy: Games were dumped into a rigid, repetitive grid with no visual hierarchy. Every game competed for attention, making it hard for users to pick one
Noisy Thumbnails: Cluttered information beneath thumbnails (prices, prize pools, labels) made quick scanning and decision-making difficult
Missing Entertainment Hooks: Absence of interactive hooks or memorable touchpoints to drive player retention upon entering the lobby.
Reduce Friction: Streamline game discovery, clean up card layouts, and simplify the launch flow
Boost Engagement & Retention: Introduce a simple and lightweight gamification hook (Pick a Lucky Card) that engages players and differs Fortuna from market competitors
Improve Product Visibility: Define more entry points to enable and promote product cross-selling
Create Design System Consistency: Establish art direction, and create a modern thumbnail guideline & scalable layout framework, allowing local marketing and content teams to ship new games without design bottlenecks
Build Visual Consistency across Fortuna Products: Standardize typography, color hierarchy, navigation patterns, and UI components to deliver a seamless, cohesive feel to Fortuna portfolio, while keeping the unique product identity
I owned this project end-to-end, from UX discovery, AI-assisted visuals generation, prototyping, to dev-handoff and QA. Before jumping in to prototyping, I:
Improved Navigation and Information Architecture: Restructured primary navigation and subcategories to minimize clicks required to reach target games
Added more cross-sell points: Designed OSC widgets to promote scratch cards content across Fortuna products
