Case Study: Customer Experience

Reimagining the customer experience for lottery players

CS lottery

A real time pulse on the customer experience for lottery players.

The issue

A national lottery brand needed an in-depth understanding of the moments that matter for their customers in the retail environment.

What we did

We captured the reality of purchase and play over time through the eyes of players. Self-ethnography allowed the approach to be observational in real-time, rather than reflective.
We captured 736 gaming moments from 64 people over 21 days.


Experiences were highly driven by players’ motivations at the outset of their journey. Exploring this in more detail revealed three fundamental pathways and how staff interaction could enhance the experience. We determined which areas of the customer experience to invest in, and work towards stemming customer churn.

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