Storytelling is passive. Storyliving is an experience. Current tech offers imaginative ways of blending digital and physical, so let's invite people in.
Role
Creative Direction
Product Design
focus
Sensory UX
Gamification
Product Strategy
Timeline
2020 (Original)
2026 (Revisited)
I redesigned the live lottery experience on a psychological framework of anticipation. By stripping the casino noise from a crowded interface, I turned the draw into a dynamic drama where the player shifts from viewer to participant. Contextual innovation during a broadcast was designed to directly increase player LTV.
project note
Revisiting a 2020 concept with 2026 fidelity. This "Director’s Cut" realises my original proposal for a vertical-first, de-cluttered experience, prioritising psychological immersion over legacy horizontal constraints.
vision
blending physical and digital
I transformed a passive lottery draw into an interactive cinematic journey. By filling the vertical viewport with a coherent studio setup and morphic UI textures, the distinction between the game and the broadcast dissolves. The interface responds to the physical world through dynamic lighting and real-time state changes, inviting the player to step inside the draw rather than watching it from a distance.
challenge
From casino noise to cinematic journey
Legacy lottery UIs were built for desktop browsers, resulting in a cold, distant experience. I created a mobile-native hierarchy that prioritises the drama of the draw: I replaced the static 35-slot grid to start with only 6 essential slots (6th ball reveals the jackpot). Expanding the tray removes disturbance and keeps the player’s focus entirely on the anticipation of the first drop.
Anticipation curve
The emotional arc
I created a framework by mapping out the moments of anticipation. I found two parallel player journeys that defined the engagement and gamification opportunities.
Storyliving
dynamic immersion
I designed a dynamic system that shifts based on the Anticipation curve of the draw. As the stakes rise, secondary elements recede, and the focus shifts entirely to the broadcast, which creates a cinematic moment. The players feel like they are standing right in front of the machine, while the dynamic close-up and sliding tray give them full control over their view.
innovation
Monetising the dead zone
By isolating the "Bad Beat" purchase window to the 4th ball, I maximised secondary-bet conversion without interrupting the cinematic climax of the final draw. This strategic timing protects the storyliving experience while driving incremental revenue through contextual, one-tap insurance triggers.
13:24
LIVE
Ball 03/35
2
36
19
Your best tickets
BB
€
2
19
36
39
40
47
2
23
19
36
39
41
5
14
18
21
37
44
5
6
26
28
28
30
0
0
0
0
0
Balance € 240
Bets € 89
GameID 50384633
LUCKY6
ball drawn
Creative direction
A 360° sensory payoff
I defined the game’s sensory language, from the functional semiotics of the UI to the atmosphere of the studio. I directed a "Jackpot Rain" lighting sequence and low-frequency acoustics that provide the tactile weight web-based haptics lack. I designed sound and light cues to synchronise with the game’s states, making the experience feel tactile and immersive.
Strategic outlook
Impact Hypothesis
The redesign transformed the draw from a static grid into a dynamic narrative, making it more entertaining. This psychological approach to UX was designed to directly impact player lifetime value by capturing engagement at the peak of the emotional journey. At this scale, even a conservative 2% lift in contextual conversion would represent a significant shift in long-term retention and product success.
