Allwyn
Background
Allwyn is a major multinational lottery operator and the new steward of the UK National Lottery. While the brand is gaining visibility through sponsorships and public-facing campaigns, its existing corporate site didn’t reflect that momentum.
The Challenge
The old site was dry, overly corporate, and light on content—particularly around key areas like CSR and responsible gaming. It also lacked storytelling, energy, and was hard to navigate, especially on mobile.
Create a site that:
- Better serves Allwyn’s diverse audiences
- Brings the brand to life
- Communicates strategy and impact more clearly
- Provides a smoother, more engaging UX across devices
- My role: Lead UX designer
- Client: Alllwyn Entertainment
- Agency: Radstone
- Type: Corporate website
- Platform: Web
- Industry: Gaming, Lottery
UX Research
We needed to align Allwyn’s business goals with real user needs and to create a UX strategy grounded in evidence:
- I began by interviewing stakeholders across departments to understand business priorities and audience expectations.
- From this, I identified shared themes, plus audiences and their needs, which led to defining five guiding UX principles.
Recurring Themes
Through analysis of the interview data, I identified consistent patterns in user behaviour and needs, which I grouped into four key themes.
Theme Definitions
Each theme was clearly defined, highlighting the underlying user needs and insights revealed during the research phase.
Audience Segmentation
Insights from the interviews allowed me to identify distinct primary user groups, each with specific goals and expectations for the new site.
Strategic Direction
I established five UX principles to guide the design and content strategy, ensuring decisions stayed aligned with user needs throughout the project.
Information architecture
- I developed a site map, and my approach was to make the site as flat as possible (without too many hierarchy levels for pages), to ensure most pages could be accessed within two clicks.
- To ensure users would be able to navigate the site easily, I recommended the use of familiar / generic labels for navigation. This approach would also make it easier for new types of content to be added in the future.
Wireframes & Content hierarchy
- The first phase of design was to draft out a series of UX wireframes in Figma, to map out key pages, paying attention to the hierarchy of content, paying attention to copy length to ensure that higher level pages would be easy for users to scan and digest.
- The UX wireframes went through several iterations, with each step, I presented them as clickable prototypes to the stakeholders for validation and feedback.
Findability of Content
User research revealed that content on the existing website was often overlooked, as there were no clear calls to action and the tone was overly corporate and dry—failing to engage users or guide them to key information. To address this, I focused on:
- Key Content Promotion: Gave greater visibility to critical topics like Responsible Gaming through navigation and key page placements.
- Onward Journeys: Designed areas to surface related content and encourage deeper site exploration.
Modular Design System
- The visual design and site build was conducted by an external agency working directly with Allwyn.
- To provide inputs into both, I took the finalised UX wireframes and broke up each screen into modular components and grouped these based on the use of type of module. (i.e., content or listing modules)
- I worked closely with the visual design and dev teams throughout, reviewing builds and offering QA to make sure the UX principles were upheld. Every module and user flow stayed true to the vision.
Results
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Developer feedback: “The most comprehensive UX I’ve ever seen.”
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Faster build: Detailed specs smoothed the design-to-dev handoff
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Strategic success: The live site reflects the original vision—credible, engaging, and easy to navigate