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My team and I were approached by NY Lottery and McCann MRM for the redevelopment of the consumer-facing website for the New York State Gaming Commission, Division of Lottery (NYL). The NY Lottery is one of the biggest in the world, and my team was excited to be tasked with creating marketing collateral including rich media and out of home advertising content (transportation, billboards etc.). As MRM’s digital development partner, we drew on a diverse pool of resources across creative, marketing and technical to advise on rebranding the participatory experience and refining the UX. Working within an Agile environment we coded the front-end and back-end of the site in Drupal with intent to provide the best of stability, security and support for lottery players across America.
What had been an uninspiring and run-of-the-mill state lottery brand needed a revamp. Under my direction, the brand and culture of the NY Lottery was reimagined by adding playful design elements and, most importantly, emphasis was placed on how the lottery gives back to the community (i.e. in the form of taxes for schools, non-profits etc.). This greatly increased brand integrity and gave users a sense that they were contributing to the greater good of their community through participation with the brand. All of this, together with improved UI and UX, proved to reimagine the brand entirely.
Supporting MRM's lead role for the UX and UI phase of the project, my team utilized our expertise to carefully re-compile and improve the entire user experience. In addition to providing pages and functionalities that aligned with the new look and feel of the brand, we delivered a fully responsive solution ensuring accuracy and easy accessibility for all users on all screen sizes, including the fine-tuning of all the engaging animations, stress testing performance, as well as calibrating all code to support the absolute optimal load time expectations.
Using strictly regulated state mandated requirements, the CMS solution employed by NYL fell on Drupal, allowing us to leverage our extensive experience with the platform. The entire solution provided the ability for stakeholders to easily automate data and update content through a mix of native functionality and customized modules that worked within an identified workflow.
The new New York Lottery website that my team developed was the first of its kind in the US to deliver such a magnitude of features and information while at the same time keeping the UX nimble, fun, and accessible. In contrast to most state lottery sites, which are clunky and unpleasant to interact with, we wanted to ensure that the NY Lottery provided users with a fully updated, intuitive and entertaining experience.