Prize Winning Experience at OLG

Winning Experience at OLG

Redesigning the Prize winning experience and journey for major lottery prize winners at OLG

This project was conducted in a team of four across a period of four months. The focus was on capturing the current state of the Prize Claim Journey of OLG's winners to uncover pain points and needs to further redesign the journey with CX recommendations for process optimization and experience redesign.

Role: CX Research, Analysis & Recommendations
Completed: January 2023

The Challenge

Understand the current journey and align with other departments to conceptualize and prototype the future state of the journey

In my role as a CX Designer and Strategist at OLG, I collaborated with a UX Designer and Environmental Designer for this project focusing on improving the end-to-end prize claim experience for OLG lottery winners, including but not limited to their journey at the OLG Prize Centre. This project was a exploratory innovation work for internal stakeholders.

Presently, there are 22 efforts spread across 7 departments focused on enhancing the end-to-end winning experience, in line with the customer experience vision. This project is one of those efforts with 8 sub initiatives, aiming to deliver significant customer experience improvements. Its main goal is to transition from a transactional approach of simply receiving a cheque to providing winners with a branded experience.

The Approach

Understand the needs and pain points of the customers and stakeholders

A mix-method research approach was adopted including both primary and secondary research to identify the needs and pain points of customers and other stakeholders.

PRIMARY RESEARCH

Gathering Technical Requirements: Determined technical & spatial requirements by meeting various stakeholders.
Discovery Workshop: Facilitated a workshop with the Price Centre team to understand challenges from their perspective.
Onsite Observations: Identified and understood key winner interactions and emotions at the OLG Prize Centre.
Job Shadowing: Understood the claims review process and identified stage-specific pain points.
Interviews: Identified winner expectations and needs.

SECONDARY RESEARCH

Previous Customer Feedback: Integrated VoC (Voice of Customer) comments and metrics from past 6 months.
Previous Customer Research: Reviewed and integrated customer feedback.
Market Scan: Leaned from winning experience and EDI best practices from other lotteries worldwide.
Future of Retail: Integrate best practices and future trends of retail in spatial experience design.

The North Star

"We want OLG customers to feel intrigued and inspired by possibility and to feel like winners every time they choose OLG"

Treat Winners like VIPs

Discover how and where the ‘winning feeling’ can be maintained throughout the claims process and after; regardless of who they interact with.

Create Advocates

Build trust with customers. The best stories worth sharing are genuine and
capture their true selves in their moment of celebration. Ensure that their expectations of privacy and safety are met.

Process Optimization

Identify the touchpoints that create the most friction for the customers as well as invest in digital solutions and increase the effort on our staff.

Understanding the Current State

All the customer research that was conducted translated to this journey map, which captures the current state of the winners experience.

Deeper Insights

After understanding the journey, we concluded the following insights to summarize our analysis.

The Experience

Some of the steps can come off as “too serious”, taking away the excitement.
Lack of enthusiasm to celebrate until the cheque is cashed

The Space

The current space feels “like an office” & can come off as cold, uninviting and lacking the winning atmosphere.
Lack of personalization and engagement (interactive elements)
Lack of intuitive navigation and clear signage.

The Process

Winners switch between spaces at each stage
High turn-away rate, due to no appointments.

The Action

Lots of unknowns in terms of next steps.
The Winners Story stage has a lot potential to integrate celebration

Envisioning the Future State

We want the prize claim journey to be centered around the winners and integrated with a celebratory atmosphere throughout the journey.

How do we achieve this?

We want to shift our focus and our relationship with the winners from being purely transactional.
We want the winners to feel that they were personally welcomed to the Prize Centre.
We want to our winners to engage with the OLG and its products/services.
We want the win and celebration stages to be personalized.
We want to leave them with not just a life changing amount but memories that they can cherish for a life time.

CX Recommendations

Elevating the experience by activating various touchpoints throughout the journey

Treat Winners like VIPs

Create Advocates

Process Optimization

Personal Ambassadors

Assign personal ambassadors to each winner to support them throughout the process.

Instil Excitement

Showcase previous winners & their stories. Gamify OLG swag giveaway for winners. Integrate celebration messaging.

Instil Confidence

Give them space to get ready for the celebration - touch up corner, props etc.

Branded Experience

Showcase the OLG's brand persona as soon as the winner enters the space.

Increase Transparency

Integrate Claims Process Tracker. More casual-looking claims review spaces.

Make them feel like a Celebrity

Talk show like setup for the PR interview, making winners feel like a celebrity.

Enable engagement

Add interactive touchpoints throughout the journey - gamify form filling, interactive displays.

Give Power to the Winner

Let them choose their celebration style with photo background & prop selection.

Personalize Comfort

Personalize the journey by dedicating space to the winner and celebrating them.

Personalize Privacy

Preference-based private lounges personalized for winners and their families.

Values and Benefits

By enhancing interactions and delivering a personalized service, customers will feel valued and appreciated. As a result, they are more likely to become enthusiastic advocates for the brand, sharing their positive experiences with others and contributing to a cycle of loyalty.

The incorporation of CX recommendations will give the brand a fresh identity, aligning it more closely with the expectations and preferences of today's generation. By embracing technology and current value trends, the brand will resonate more deeply with this demographic.

What's Next?

Capability Assessment: Conduct a thorough evaluation of the organization's current capabilities in implementing the CX recommendations. Identify strengths and areas for improvement across teams, technology, and processes.
Roadmap of Implementation: Develop a comprehensive roadmap outlining the step-by-step process for implementing the CX recommendations. This roadmap should include timelines, milestones, resource allocation, and key stakeholders involved in each phase of the project.
Interim Strategy: Establish an interim strategy to bridge the gap between the current state and the desired future state of the winning experience. This may involve quick wins, interim solutions, or temporary measures to improve customer experiences while larger initiatives are underway.
Spatial Design and Implementation: Consider the physical and digital spaces where customer interactions occur and ensure they are optimized for the new CX initiatives. This will involve redesigning Prize Centre space to better align with the brand's North Star.
Monitoring and Iteration: Establish mechanisms for monitoring the effectiveness of the implemented CX initiatives and gathering feedback from customers and stakeholders. Use this data to continuously iterate and improve upon the strategies and solutions implemented, ensuring they remain aligned with evolving customer needs and market trends.