New York Lottery, Quickdraw
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Industry
Partnering with Rose Digital, I collaborated with one of their largest clients, New York Lottery, to redesign the Quick Draw live show experience for both mobile and desktop platforms. The goal was to shift player engagement from in-store monitors to a more dynamic and customizable digital experience, thereby freeing up retail space, improving traffic flow, and maintaining player excitement.
Founding story
The New York Lottery, established in 1967, is one of the longest-running state lotteries in the U.S. Its mission is to generate revenue to support education throughout New York State. Over the years, the Lottery has expanded its portfolio to include a variety of draw and instant-win games. One of them is Quick Draw, a popular keno-style game that contributes significantly to the state's Aid to Education fund.
The Challenge
• Retailer Resistance: Many retailers were reluctant to promote Quick Draw due to congestion caused by players loitering around in-store monitors.
• Player Misconceptions: Players believed they needed to remain on-site to watch the ball drop in real-time to know if they won.
• Complex Requirements: The project required integrating real-time animated ball drops and custom user interface themes into both mobile and desktop applications, ensuring a seamless user experience across platforms.
• Cross-Team Collaboration: Success depended on aligning product, development, design, and multiple stakeholder groups within a highly regulated lottery system.
The Solutions
• Product Strategy & Ownership: I led the full product lifecycle from discovery to delivery, defining detailed technical requirements and visual specifications to meet New York Lottery's goals.
• Collaborated closely with key stakeholders to extract business needs and translate them into intuitive, player-friendly, digital user-centered experiences.
• Designed and implemented a live, real-time animated ball-drop feature that mirrored the excitement of in-store displays, accessible from mobile and desktop apps, working in lockstep with the development team.
• Stakeholder Management: Effectively communicated solutions, prototypes, and progress to executive and cross-functional teams, ensuring alignment and timely delivery.
• Developer Partnership: Defined all user stories and requirements and worked directly with developers to ensure the seamless technical execution of complex, real-time game mechanics.
• Partnered with the design systems team to enforce consistent token management aligned with brand guidelines.
