Case Studies: RSL Art Union – UX Program

Australia’s biggest Prize Home lottery

RSL Art Union is Australia’s biggest Prize Home lottery, with ten multi-million dollar prize home draws every year (beach homes, multi-state apartments, house + gold packages, twice a year golden treasure).

Each RSL Art Union ticket sold helps provide critical funding for the support of returned veterans from recent conflict, as well as those on the long journey to recovery from past deployments, in the forms of counselling, financial aid, accommodation, rehabilitation and much more.

I made this project as part of the UX Program I took at Peak XD for 10 weeks. I worked as a team member with other students and the teachers as well in a very collaborative way.

Technological skills used

Figma

Adobe Photoshop

Miro

Optimal Workshop

RSL Art Union – Current home page

Business problems and user needs

  • Not many people subscribing or joining the VIP Club. VIP channel looks very different than the non-VIP one.

  • Limited information and relevant feedback from key users/customers

  • Offer customers a seamless and easy to use purchase path whether they are purchasing a single ticket or joining the VIP Club

  • The priority is to drive VIP sign ups without making the path obstructive to single ticket book sales

  • Increase average ticket book value across single tickets and VIP

  • Make clearer the overall message of the business getting a good balance between the cause behind the business and the prizes people can get

  • The cause behind the lottery gets lost and doesn’t have a enough importance

Project brief

Profiles of the different users

Targets: VIP and no VIP members

  • VIP and no VIP members: They are old, predominantly retired 55-64 (23%)

  • VIP and no VIP members: 45-54 (18%). They are very engaged, and they support the cause*

  • VIP and no VIP members: 35-45 (18%). They are engaged, and they support the cause

  • Younger Demographics: Ages range 18-24 (3%). They use social media and have an advanced understanding of technology.

* The Interview I did in the next stage of the project was made to one user of this segment.

Research plan & interview

Collaborative user interviews findings

What does RSL Art Union want to know or better understand?

  1. How users are navigating on the website through the purchase path for VIP and non-VIP users

  2. Is the current IA right (good balance between the cause vs ticket purchasing)?

  3. Get to know more their users, what their think, believe and behave in general

Problem or product hypothesis:

The VIP and non-VIP members will have a better experience on the RSL Art Union website through a more streamlined purchase path which will increase the customer engagement for the better organization of contents on the website.


User persona & Customer journey map

User persona

Customer journey map (made with Miro)

User stories

  • As a VIP member, I want to be able to buy tickets easily on the website, so I don’t waste too much time.

  • As a VIP Member, I want to get very clear information about the prizes and ticket values, so I know exactly what I am getting.

  • As a VIP Member, I want to know details about the prize homes so I can pick those draws that I really like more carefully.

  • As a sometime ticket purchase, I need good quality photos of the prize homes so I get motivated when buying a ticket.

  • As a customer, I want to know at what stage of the purchase process I am at, so I feel confident.

Co-design session in Miro board (‘How it might be’)

All the team had a Miro session and voted on some of the best possible solutions for the homepage of the website. Some of the key finding were:

  1. Hero image with a countdown would drive better conversions

  2. The ‘how your support helps’ need to have a relevant position on the page

  3. Highlight the ‘Join VIP Club’

  4. The videos of the propeties are not being used in a efficient way

Collaborative board in Miro

Wireframes

Sketch – Home page

Digital Version – Home page

Cardsorting

The team made a list of the main topics related to the website that the user may find relevant to find answers to. After having all these cards ready I set up 2 different tests in Optimal Workshop to gather data of the hierarchy of the information on the current website. All the outcomes were summarised in a spreadsheet to use on the website redesign stage. This is a selection of the most important topics used on this stage of the project:

1. The origins of the RSL Art Union created following World War I
2. How your support helps
3. I want to suspend my membership so that I don’t go into the next 2 draws
4. How the Art Union works
5. Sign up to automatically purchase tickets in every draw
6. Question – “I live overseas. Can I enter?”
7. Contact the RSL Art Union
8. Buy a ticket in the next draw
9. National based initiatives supported by funds raised
10. Read stories about Australian Veteran Heroes
11. Career opportunities to work with our organisation
12. How members can update their details
13. Player Guide to assist you to make informed decisions on your gambling
14. What happens when a draw sells out?
15. Benefits of the VIP Club such as guaranteed entry into every lottery
(Hint, there are some obvious gaps here on what most people are looking for)
16. Join the VIP Club in simple steps
17. I want to just buy a single ticket
18. Have a look to nice pictures of the prize homes
19. Information about refund
20. Join the next draw

Optimal Workshop digital artefacts

User flow

Current user flow of the website from the first trigger that prompt the user to go to the website to the final ticket purchase decision stage. After this, I found important elements to keep in mind for the redesign of the website.

User flow made in Figma

High Fidelity Mockups

First design explorations in Figma with all the information at hand in this stage of the project.

First HF Mockup – Home page

Expert review and heuristic checklist

As a graphic designer, I did a deep graphic study of the website and made recommendations in regards to the elements that could be improved. The heuristics are a list of key rules and guidelines that are a great reference when findings flaws on a website considering the usability and the interaction of the user with the system overall. 

Expert review – current website

Usability testing

I did one remote usability testing to the first high fidelity mockups I made. In one session, I was able to test with the participant the website on desktop and mobile as well. The steps that I followed to complete this stage of the project were as follow:
Test plan:
  1. Recruit the participant: Similar profile than the first interview user

  2. The first mockup tested was made on the previous stage

  3. Made a script as a guide for the testing session*

  4. Documented 3 things I would improve or iterate after this testing. (Usability issues and findings)

*Steve Krug – Don’t make me think book / Test script

Remote User testing – Desktop and Mobile

Final Mockups

Redesigned home page

Home page redesign on mobile. Some of the key new features and elements were:

  • A clear highlighted draw on the hero image including a video of the property 

  • A countdown timer to encourage conversion

  • An easy and clear call to action ‘Buy tickets’

  • All the information well organised in a way that users can know most of the details of each draw

  • The cause takes a more relevant importance on the website and supports the decision path though the whole navegation on the website 

  • All the latest draws cards will have a slider of images  to check out images of the properties in  context.  

Full scrolling – Home page

Desktop screen – home page

Mobile screens – home page

More images/content in context

More images/content in context

Full home page – Figma


This project was sent to the client as a member of  the UX Accelerator Program at Peak XD.

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