Lotto.com – Building the leading online lottery experience in the US
4+ years of continuous UX design, research & product evolution
Context
Lotto.com is a state-licensed courier service that allows users to purchase official lottery tickets online. Entering a highly regulated and fragmented US market, the product needed to ensure trust, clarity, and simplicity for millions of players while supporting complex operational requirements for the business.
When I joined shortly after the first state launch, the design foundation was fragile:
Many features were reduced and streamlined, while complex ideas were transformed into simple, user-friendly solutions.
When I joined shortly after the first state launch, the design foundation was fragile:
- An outdated component library carried over from Sketch
- Inconsistent layouts and unavailable components
- High complexity in user flows
Many features were reduced and streamlined, while complex ideas were transformed into simple, user-friendly solutions.
Project Overview
- 4+Continuous work and long-term evolution since 2021
- 3M+registered customers
- 80+pages of components in 2 unified design systems
My Role
As a UX Designer, my focus was to bring consistency, simplicity, and trust into every part of the product:
- Rebuilding the design system from scratch
- Organizing and classifying components (atomic system)
- Aligning typography, styles, and interaction patterns
- Simplifying complex, compliance-heavy flows for everyday users
- Continuous collaboration with developers and stakeholders
- Integrating ongoing user feedback to guide improvements
“Creating consistency is like making small promises throughout the interface … When people can be confident of what will happen, they can rely on the product. Consistency helps to build trust.”
— Alla Kholmatova, “Design Systems: A Practical Guide to Creating Design Languages for Digital Products”
— Alla Kholmatova, “Design Systems: A Practical Guide to Creating Design Languages for Digital Products”
At Lotto.com, design decisions were always guided by core principles: clarity, consistency, and simplicity. These values ensured that every screen was not only visually aligned but also easy to understand and quick to act upon.
Clarity meant reducing unnecessary complexity — whether in forms, navigation, or game flows. Consistency came from building and maintaining a strong design system, where components and interactions behave predictably across the product. Simplicity was achieved by transforming complex ideas into solutions that feel effortless to the user.
These values shaped both the product and the process. They allowed the team to scale rapidly across states, respond to user feedback efficiently, and maintain trust in a highly regulated market. In practice, it meant designing not just for aesthetics, but for confidence, accessibility, and long-term usability.
Clarity meant reducing unnecessary complexity — whether in forms, navigation, or game flows. Consistency came from building and maintaining a strong design system, where components and interactions behave predictably across the product. Simplicity was achieved by transforming complex ideas into solutions that feel effortless to the user.
These values shaped both the product and the process. They allowed the team to scale rapidly across states, respond to user feedback efficiently, and maintain trust in a highly regulated market. In practice, it meant designing not just for aesthetics, but for confidence, accessibility, and long-term usability.
