Collaborated with the Lotteries & Gaming team to refine website copy, update FAQs, and simplify prize descriptions, making the site more intuitive and informative for users.

Partnered with the graphic design team to produce dynamic visuals, interactive elements, and modern layouts that elevated the site’s overall brand presence.

Conducted a CRO study to identify friction points in the user journey and optimize calls-to-action, purchase flows, and overall user engagement.

Worked closely with developers to bring designs to life across desktop and mobile, ensuring a seamless, responsive experience.

Conducted user testing and iterative refinements to enhance navigation, clarity, and functionality prior to launch.

Monitored engagement metrics, ticket sales, and user behavior to evaluate success and inform the redesign of other PNE websites.

Building on the success of the Winter Lottery website redesign, I applied the same principles of clear messaging, engaging visuals, and user-focused design across the broader campaign.

I led the email marketing plan, crafted digital ads, optimized organic social content, and supported experiential activations at events, ensuring a consistent and compelling brand experience across all touchpoints. By carrying over what worked in the website redesign, the campaign achieved stronger engagement, higher conversions, and a more unified audience experience.