Ontario Lottery & Gaming - Website Strategy, User Experience, Journey Mapping & Website Development

I was responsible for leading high energy, talented teams tasked with managing and growing a complex multi-million dollar account, playing a lead role in the definition of innovative and effective digital initiatives across all channels (brand strategy, website strategy, web development, user journey mapping, etc.)

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The new award-winning website experience encompasseD the following:

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• A dynamic and responsive website showcasing lottery products, draw information, latest winning numbers, and winners

• Integration with complex OLG data feeds to showcase the latest winning numbers

• 15 Million+ visitors per year, 69 Million+ page views per year

• Custom built CMS that allows for easier website maintenance and is tailored to OLG's needs, making the website modern, secure and AODA accessible

• Improved search engine visibility, information wayfinding, enhanced lead generation (driving to retail and online purchase on PlayOLG)

• Increased player participation via intuitive user experience that is interactive, entertaining and educational

• Ongoing reporting and optimization, continually defining the role of the site along the user's journey to purchase

• Robust 24/7 maintenance and support, with an uptime of 99.9%

• New Gen Z/Millennial persona development 

• Comprehensive Journey Map creation, telling the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship