Case Study ~5 min read · 6 chapters

Jackpot : The 0-to-1 Foundation

Vision, Speed, and System.

I led the end-to-end design strategy for Jackpot, transforming a 0 to 1 concept into a high-growth, regulated marketplace. Beyond the UI, I owned the product ecosystem across iOS, Android, and Web, bridging the gap between high level vision and technical execution to disrupt a legacy $100B industry.

  • 0 to 1 Launch: Defined the brand identity and shipped the core MVP in under 8 weeks to capture early market share.
  • System Scale: Architected a WCAG-compliant Design System and 50+ features, managing the complexities of high stakes i-gaming transactions.
  • Product Leadership: Directed cross functional engineering teams and managed the product roadmap, prioritizing features through user data and technical feasibility.
  • Operational Infrastructure: Designed the internal "Command Center" (Admin Dashboard), empowering the operations team to manage inventory and verify winners at scale.
Role
Founding Product Designer
Date
OCT 2022 — AUG 2025
Platforms
Desktop Website Mobile Website Android iOS
Overview

The Opportunity

While the online lottery market was dominated by a single incumbent, our research identified a massive gap in user expectations. Users were seeking a mobile-first, frictionless experience that brought the convenience of modern e-commerce to the legacy lottery industry. Jackpot was designed to be the modern disruptor, prioritizing transparency, speed, and accessibility.

Jackpot lottery tickets arranged on red background
Challenge

0 to 1 and Beyond

As the Founding Designer, my challenge was to manage the velocity of a startup while building a foundation for scale. This journey evolved through three distinct phases.

V1 The Foundation

Rapidly translating the core concept into a functional 0 to 1 MVP for iOS, Android, and Web.

V2 The Feedback Loop

Scaling functionality and refining the UX based on initial user analytics and friction points.

V3 Advanced Optimization

Integrating sophisticated features and cross-platform optimizations to drive retention and trust.

Visual Identity and Brand

Visual precision as the brand's first promise.

In a marketplace where financial transactions and gaming intersect, trust is built through visual precision. I evolved the Jackpot identity by balancing a Digital Forward Green signifying innovation and growth with deep, grounded tones that provide a sense of security.

Brand visual one Click to expand ↗
Brand visual two Click to expand ↗
Brand visual four Click to expand ↗
Brand visual three Click to expand ↗

Key Visual Decisions

The Golden Path

Frame-by-frame design rationale.

Three hero screens move users from selection through celebration through transparent checkout. Each one is built to drop the cognitive cost of the legacy flow at a specific moment.

Spotlight · Screen A

The Selection / Entry Screen

To onboard casual players unfamiliar with lottery mechanics, I visualized complex odds into a simplified Quick Pick interface. The screen surfaces only three primary decisions : game, amount, draw, and uses progressive disclosure to expose advanced options only when a power user reaches for them. Cognitive load drops sharply against the legacy multi-step flow.

Screen A-1
Screen A · second frame
Screen A · third frame
Golden path · Screen A-1
  • End-to-End Onboarding Walkthrough: This walkthrough demonstrates the streamlined, high trust sign-up flow I designed for the iOS app, transitioning users directly into the core gameplay discovery phase.
Hotspots · Screen A-2
  • Hassle Free Automated Purchase: Play for the week lets users purchase the lottery in advance so they never miss the draw.
  • Quick Pick · 4-Button MVP: Launched as 4 buttons based on initial user research — three primary decisions surfaced, with progressive disclosure for advanced options. The Growth phase later took this layout to data-driven iteration.
  • Game Personalization: Users can save their favorite numbers and skip the number-picking for each game. Saved numbers are anchored to the Home Screen.
Hotspots · Screen A-3
  • Large Amounts? We Got You: User can pick a desired amount of tickets from 0 to 50. For better UX I set 50 as the preset amount.
Spotlight · Screen B

Elevating the Big Win

Winning shouldn't feel transactional. I designed the Success state to be more than confirmation, it's a celebration! For significant wins, users land in immersive video content with a clear path to claim their prize via mail or in-store. A one-tap Share to Story action broadcasts the moment to Instagram and Snapchat through native, pre-rendered video assets.

Screen B-1
Screen B · first frame
Screen B · second frame
Screen B · third frame
Screen B · fourth frame
Hotspots · Screen B-1
  • Celebration Reveal: Confetti and immersive animation for high-impact wins.
Hotspots · Screen B-2
  • Claim Path: Mail or in-store pickup. The user picks their preferred fulfillment.
Hotspots · Screen B-3&4
  • Native Share to Story: One-tap broadcast to Instagram and Snapchat with pre-rendered share animation.
Spotlight · Screen C

Transparency by Design

I engineered a checkout flow that eliminates dark patterns in favor of total price transparency. Every cost is labeled, every fee is disclosed up front, and there are no last minute surprises. The result: a high trust environment that lets users move through the final conversion funnel with complete confidence, and significantly higher repeat purchase rates.

Screen C-1
Screen C · first frame
Screen C · second frame
Hotspots · Screen C-1
  • Transparent Pricing: Every cost is labeled and visible upfront, no hidden fees.
  • One-Tap Confirmation: High-trust completion in a single decisive action.
Hotspots · Screen C-2
  • Immersive Post-Purchase Screen: Instead of just taking the user back to the home screen, the post-purchase screen lets them play another favorite game.
Building for Scale

A component-based system that ships across iOS, Android, Web, and Admin from one source of truth.

Scale is driven by a unified logic that synchronizes design and engineering across iOS, Android, Web, and Admin from a single Figma source. By pairing a platform-agnostic core with native-specific overrides, the system maintains brand integrity while eliminating design debt and handoff friction. This structure, supported by a strategic Guide Deck for spatial and interaction standards, transforms a static library into a powerful engine for rapid, consistent product iteration.

0% Engineering velocity gain

Measured during V2 rollout : fewer rebuilds, faster handoff, less UI debt.

Coverage
iOS Android Desktop Mweb Admin

One token source feeds five platforms. Designers ship faster, engineers don't have to guess, QA gets fewer tickets.

Color · Tokens
Hero Green#58CE70 · Primary
Dark Green#041A17 · Primary
White#FFFFFF · Primary
Purple#7856FE · Accents
Pressed#62C475 · Accents
Cool Forest#E7EEF6 · Grey
Light Grey#D7DBDB · Grey
Error#BB0823 · Treatments
BG - Error#FFCCCC · Treatments
Link#1C4ED8 · Treatments
Type · Helvetica Neue
H0 Axiforma Bold / 60pxValue
H1 Axiforma Black / 40pxGame and promotion
H2 Axiforma Black / 32pxQuick Pick
XL Axiforma Medium / 24pxFund value
BL Axiforma bold / 18pxtile numbers game title
BM Axiforma Bold / 16pxNews title filed text
BS Axiforma Bold / 14pxbody copy
BXS Axiforma semibold / 12pxgame card call out
BU Axiforma Bold / 16pxfull width button
Components · Atomic Library
Buttons $10 button Add funds button Quick pick button All done · $20.00 button
Toggles Flame toggle On toggle Plus toggle Minus toggle
Chips Label chip Check chip Check Label chip Label check chip Badge chip Refunded chip
Fields Service Fee · $1.50 field Enter here field

Every primitive ships from a single token source so the same component is identical on iOS, Android, Desktop, Mweb, and Admin. Composed upward into product patterns: deposit flows, redemption sheets, KYC walkthroughs.

See the Jackpot's full system and style guide ↗
The Result

The Impact of the 0-1 Phase:

  • Successful Launch: Successfully debuted in the Arkansas, Massachusetts, New Jersey, New York, Ohio, Colorado, and Arizona market as the first major competitor to the incumbent, achieving 100K+ downloads within the first 1 year.
  • Quality & Compliance: Achieved full WCAG 2.1 accessibility compliance and secured NCPG certification, establishing Jackpot as a gold standard regulated platform.
  • High User Sentiment: Maintained a 4.8+ App Store rating through the launch phase, with user reviews specifically highlighting the clean, intuitive interface compared to legacy options.

The Growth phase of Jackpot's product: acquisition loops, retention systems, and the loyalty + RAF ecosystem, is documented separately as Jackpot · Growth →

Next Project
Jackpot · Growth & Optimization
→