• Conversion Success: Aggregate +22% increase in CR across all regions.
• Operational Growth: Time-to-Market reduced from 21 days to 2 days.Scalability: Successfully launched 30+ unique visual identities on a single codebase.
• User Value: Increased Day-14 Retention by 12% due to improved tracking transparency.

Research & Audit
• UI Audit: Revealed 200+ redundant components and massive inconsistencies across 40+ localized versions.
• Stakeholder Interviews: Identified that launching a new brand took 3+ weeks, leading to significant revenue loss.

We moved forward with three core objectives:
‍Transactional Trust: Overhaul the UX to feel secure, transparent, and professional.
‍Operational Efficiency: Automate branding to reduce Time-to-Market (TTM).
‍Cross-Platform Consistency: Ensure a unified experience across Web, iOS, and Android.

B2C Experience Overhaul (Mobile & Desktop)
• Home Page Transformation: Focused on a "Three-Trigger Hierarchy" (Jackpot, Price, Timer). Optimized card density to fit 2.5x more content above the fold.
• Multi-Purchase Flow: Ideated a "Quick-add" interaction, allowing users to select multiple tickets across different lotteries in one session (increasing AOV).
• Status-Driven UX: Redesigned "My Tickets" into a transparent dashboard showing draw dates, winning numbers vs. user numbers, and clear payout statuses.

The Multi-Tenant Architecture
• Semantic Design Tokens: Architected a multi-layered system in Figma (Global > Semantic > Component). Updating a single brand token now propagates across the entire product in minutes.

• Individual Branding: Hand-picked color palettes for 30+ lotteries to ensure each felt unique while sharing the same underlying code.

• Adaptive Component Library: Built 100+ responsive components using Figma Auto Layout 4.0, stress-tested for long-string localizations (e.g., German/Cyrillic).

• Design Ops: Aligned Figma tokens with CSS Variables, ensuring 1:1 parity between design and engineering.

To solve "Operational Debt," I designed a custom back-office for operators:
‍Theme Engine: A visual UI for marketing managers to change colors, logos, and banners per region without writing code.
‍High-Density Data Tables: Designed complex views for Security/Fraud teams to monitor 10,000+ daily transactions.
‍Safe Publish Flow: Integrated a "Draft & Preview" mechanism to ensure compliance across 40+ regulated markets.

Home Page
‍Before: Bulky cards, limited search, and basic filters.
‍After: Compact grid (2 per row), top-tab search to free space, and advanced filters (Big Jackpots, Frequent Draws).

Lottery Ticket
‍Before: Text-heavy and cluttered flows.
‍After: Swipe-to-add gestures, unique branding per ticket, and a modal-based purchase confirmation with upsell suggestions.

About Lottery
‍Before: Unstructured wall of text with key rules hidden in descriptions and no clear call-to-action.
‍After: Branded, high-density layout featuring a Buy Ticket CTA. Key metrics (price, frequency, prize pool) are highlighted in blocks, with content structured into About/Rules/FAQ tabs.

My tickets
Before: Minimalistic list with basic "Not drawn" status; no grouping or filtering.
After: Structured dashboard with New/Drawn/Won filters. Cards now feature ticket counts, total winnings, number matching, and real-time draw countdowns.