Lottery Review: Multi-Product UX Strategy
How to create a seamless UX for a multi-product offering
The US lottery market is expected to grow at a CAGR of 10% by 2024. Despite the COVID-19 pandemic affecting the global economy, the lottery market has promising opportunities to stay on track with the forecast.
The current situation has sped up the demand for digital services across different industries, and lotteries can win big if they focus on digital transformation. The rise in mobile and online services can drive growth for the lottery market regardless of whether customers can purchase tickets online or simply check tickets. This means that operators could increase revenue by capturing mobile users and driving traffic to their digital products, particularly to support customers remotely.
In addition, a varied product offering can work in favor of lotteries in creating multi-product experiences. Presenting cross-selling opportunities for different games, such as iLottery, sports betting, casino and more, will not only help to grow the brand, but increase customer lifetime value and drive revenue.
In this report, we looked at six leading US lottery operators to find out what their customer experience offers, how they present and differentiate products, as well as how their digital products support the online customer experience. The reviewed lotteries are:
- Illinois Lottery
- Kentucky Lottery
- Michigan Lottery
- New Hampshire Lottery
- Pennsylvania Lottery
- Virginia Lottery
- Missed cross-selling opportunities. Very few lotteries try to cross-sell or upsell their services at key points within the customer journey. This is a fundamental opportunity to extend the customer’s time on the site and potentially increase revenue.
- Navigation is a common area that can be improved across all lotteries. Simple and effective navigation across the entire website can guide the customer to their desired product or service, reducing time spent on browsing and speeding up engagement.
- Terminology used for multiple products could be clearer. There needs to be a clear distinction between products to help customers understand the entire offering. Including clear signs whether the games are available online or retail will also help customers to find the right products, as they can clearly see the game type and how they can play.
What do we mean by multi-product?
In its simplest form, a multi-product offering is a website or app containing more than one product type or brand. For example, Google not only offers a search engine, but its portfolio includes various services or products stemming from its original proposition: Gmail, Google Meet, Chrome, Google Maps, Google Adsense, YouTube, Stadia and many more. This is a multi-product strategy that captures a single customer by offering related services often in a unified customer experience.
Lotteries and other iGaming operators can follow a similar approach to diversifying their services and customer base by offering multiple products. When done well, more products lead to more play opportunities and diversifying caters for more audiences with different tastes or play preferences. This can also increase customer engagement, loyalty and their lifetime value by engaging them from a single brand.
However, overwhelming the customer with lots of different products at once can have the opposite effect. There’s a challenge in finding the right balance between presenting every available product or service and guiding the customer to the one they want. It can become difficult to find the desired product among many options. As a result, diversifying can make what was familiar and easy to use inconsistent and confusing.
It is therefore important to have a multi-product UX strategy in place to ensure that the products and brands on offer are easy for customers to discover, navigate and use. A good strategy also future proofs the website or app for when additional products and brands are introduced. With a good UX strategy in place, customers will be encouraged to try new products, instantly understanding what they are and how to find and use them.
Types of UX Strategies
Product Switchers sit above the primary site navigation and only include the products themselves. This strategy allows for the primary site navigation to focus on areas unique to that product or brand, making journeys for that product more relevant.
Traditional Navigation Bar
Adding all products into single navigation is the most straightforward approach. However, this can often lead to cluttered navigation and the need to hide products in a menu on mobile. The best approach to encourage customers to go to a new product is to show them, which is difficult when it's hidden in a menu. This approach can also cause problems in the future as more and more products are added.
Product Hero Pages
This approach puts links to product-specific landing pages on a home page and relies less on the primary navigation. The customer can navigate through to a product or brand-specific page. This helps to keep the primary navigation decluttered and easier to use. Product owners need to be careful with this approach, as it only works as a support to the main navigation, so as not to make it too busy.
Multiple Sites or Apps
Sometimes, one of the best approaches to a multi-product UX strategy is to split products or brands entirely. Some products are often over-specialized or too large to sit next to others. Splitting up the product suite allows for unique sites and apps that are fine-tuned for one type of customer, giving them a far better user experience.
However, with this approach, cross-selling may not be as effective, as it's a big ask for customers to download a full suite of apps and can make the navigation between them less fluid, adding friction.
To find out our top tips for a successful multi-product UX strategy and how the leading US lotteries have scored, please enter your details below.