What is lucky dip?

Lucky Dip is the thrilling way to score phenomenal odds on randomly assigned picks for the sports you love—all at the push of a button. With this innovative feature, you can dive into the excitement of betting without the hassle of making complex decisions.

You could unlock great odds across multiple markets if your chosen event includes our exclusive Lucky Dip option. The suspense builds as your random pick is revealed only after you’ve placed your bet, adding an extra layer of fun and anticipation to your sports betting experience.

Overview

The brief for Lucky Dip, set by the Innovation Director and the Business team, aimed to deliver a betting experience infused with the thrill of discovery. Inspired by the anticipation of opening Panini trading cards, the goal was to create a reveal feature that made every bet feel exciting, offering users the chance to uncover high-value teams or players at incredible odds. The result needed to be simple, engaging, and designed to captivate both seasoned and casual bettors alike.

Client

ENtain-Ladbrokes

Role

UX/UI Design LEAD

Project Type

Game Creation & Branding

Timeline

6+ Months

Challenge

How might we simplify betting to attract and engage a wider user base without overwhelming them, while simultaneously differentiating from traditional sportsbook experiences?

Objectives

Design an Intuitive Interface: The interface was designed to be simple and user-friendly, with clear instructions and large buttons for seamless navigation. It incorporated reveal anticipation elements, inspired by carnival grabbers and tombolas, to create an exciting and dynamic experience. The focus was on accessibility, ensuring a smooth, engaging betting process without overwhelming the user.

Deliver High Odds: Position the game with high-odds outcomes to engage and attract users.

Increase Engagement: Develop a simple, interactive UX that keeps users coming back.

Revenue generation

£1 Million in 10 Months

Customer Engagement

243,863 unique users, with 76,220 using multiple sports.

Betting Activity

1.3M bets placed, average stake: £1.07.

Top Events

Championship Promotion Treble: 19,455 users, £18.8K

Women’s World Cup Final: 13,266 users, £7.4K

Multi-Sport Appeal

Football: 172K users.

Horse Racing: 59K users, £27K.

Golf: 41K users, £44K.

Testimonial

Nathan’s vision and attention to detail played a key role in Ladbrokes making a strong impact with the groundbreaking Lucky Dip feature. His creative contribution, especially in designing the reveal animation, added a distinctive touch to an innovative product, helping drive over £1 million in revenue within its first 10 months. It was exciting to see his ideas come to life with such impact.

— Tim Dykes, Director of Product Innovation, Entain

Understanding the user

Initial workshops focused on understanding the betting behavior of both new and returning customers, seeking insights to streamline and enhance the betting experience.

‘The Networker’ represents educated, young professionals, primarily aged 18 to 34, with a slight male skew (54%). They are career-focused individuals striving to improve their social and economic status. Time constraints from their busy lives lead them to unwind on social media, gaming and online sports betting — albeit infrequently. They are drawn to activities that excite and improve their standing, seeking thrills, confidence, and affirmation. As fans of football, they enjoy the added excitement of sports betting, but their gambling engagement remains low, with a modest annual spend of £88 and minimal brand loyalty to platforms like Ladbrokes or Coral. This group prioritises low-stakes engagement and values social connection, aligning their entertainment with their fast-paced, ambitious lifestyles.

New customer quotes based on their initial experience

'I signed up because the ad made it seem so easy, but once I logged in, I didn’t know where to start. The options were overwhelming.'

'The interface was too cluttered. I couldn’t figure out how to place a simple bet, so I just gave up.'

'I was curious about trying it, but when I opened the app, there were so many numbers and terms I didn’t understand. It felt like it wasn’t made for beginners.'

'I wanted to place a quick bet, but I kept clicking around and couldn’t find the match I was looking for. It was frustrating.'

Architecture & UX Design

Having experimented with various forms of reveal anticipation and drawing inspiration from classic games like the carnival grabber and traditional tombola, these influences guided the development of a randomised betting interface that reduces steps while enhancing the thrill of discovery. The design streamlines visual flow, creating a seamless, engaging experience that combines simplicity with excitement.

Games which create anticipation

Physical

Mystery Box Challenges:
Customers purchase sealed boxes containing random prizes, from small collectables to high-value items, similar to the thrill of collector card packs
Gachapon Machines:
Capsule machines with randomised toys or collectables that reward users with an unpredictable prize
Blind Bag Collectibles:
Products like mystery mini figures or themed blind bags with surprises inside
Spin-the-Wheel Booths:
A physical game that lets players spin for prizes with varying odds, creating excitement and anticipation
Treasure Hunts with Unlockable Rewards:
Players solve clues to unlock physical boxes or safes with surprise items or prizes inside
Scratch 'n' Win Cards:
Cards with concealed panels that reveal prizes or outcomes, offering instant gratification

Digital

Loot Crates in Gaming:
In-game loot boxes that contain random rewards such as skins, items, or power-ups, commonly found in games like FIFA and Fortnite
Random Prize Generators:
Apps or websites where users purchase “spins” or “rolls” to win randomised prizes
Virtual Scratch Cards:
Digital versions of scratch cards for instant prize reveals, often used in gambling apps
Prize Drop Games:
A game where users drag ‘n’ drop items into slots, revealing rewards (e.g., Plinko-style mechanics)
Digital Raffles:
Online raffles where players buy tickets for a chance to win prizes, with live countdowns to the draw
Surprise Egg Apps:
Apps where players “crack” digital eggs to reveal surprise content, mimicking the tactile excitement of physical egg toys

Initial 5 min quick sketch sprint

User Journey

The Lucky Dip user flow is designed for instant, engaging gameplay. From the homepage, users select an event to bet on, which launches the Lucky Dip game. The interface prompts them to place their stake and confirm, triggering an animation that builds excitement before revealing a randomized selection of high-odds bets. Once the outcome is displayed, users can close the game screen and seamlessly return to the homepage, ready to explore further.

Lo-Fi Wireframe Keypoints

The Lucky Dip journey consists of four key steps, each represented by lo-fi screens:

Event Selection: Users begin on the homepage, selecting the event they want to bet on, which takes them to the Lucky Dip game screen.
Stake Placement: On the game screen, users input their stake amount and confirm their participation, seamlessly entering the game experience.
Game Animation: Once confirmed, a dynamic animation runs, creating excitement before revealing the randomised high-odds selection.
Outcome and Return: After the result is displayed, users close the game screen, returning effortlessly to the homepage, ready for their next action.

Event Selection

Pay & Confirm

Game Animation

Outcome and Return

User Journey Insights:
The Lucky Dip Expeirence

This section explores the key moments of the user journey for Lucky Dip, highlighting the actions, thoughts, and emotions that define the experience from discovery to post-game reflection.

Doing

Research & Discovery

Browses the Ladbrokes app or website, clicks on the Lucky Dip feature, and reads how it works as a quick and exciting tool for generating high-odds bets.

Make Selection

Explores the suggested games or matches generated by Lucky Dip, evaluates the odds for potential outcomes, and selects one that feels promising.

Input Stake amount

Adjusts their stake amount using the intuitive interface and confirms the bet, appreciating the speed and simplicity of the feature.

Sharing Results

Shares their Lucky Dip selection on social media, discusses bets with friends, or participates in betting forums to compare experiences and strategies.

Post-Game Reflection

Reflects on the experience after the match has concluded, evaluates how Lucky Dip performed for them, and considers using it again for its unique high-odds appeal.

Thinking

Research & Discovery

'What’s Lucky Dip? Is this just another betting feature, or is it something different?'

Sharing Results

'I wonder if others are using this feature – maybe I should share my bet and see what they think.'

Make Selection

'This is interesting, but can I trust the system to pick good odds for me?'

Post-Game Reflection

'That was pretty fun! I didn’t win this time, but it felt exciting and different. I might try it again.'

Input Stake amount

'Okay, this is simple enough. I like how quick it is to set my stake and place the bet.'

User Journey Insights:

Acca Shuffle

This section explores the key moments of the user journey for Acca Shuffle, highlighting the actions, thoughts, and emotions that define the experience from discovery to post-game reflection.

Vetting and Test set up

Participant Criteria

10 participants recruited via UserTesting.com
A mix of casual and frequent bettors
Mobile app users with experience in online betting platforms
No prior exposure to the Lucky Dip feature

Testing Process

Pre-Test Questionnaire (Self-Reported)

Before starting, participants answer:

How often do you place bets online?
Have you ever used a ‘randomized bet’ feature?
What factors influence your betting decisions?

Task-Based Testing (Self-Guided)

Participants access the Ladbrokes mobile app
They complete assigned tasks using on-screen instructions
Sessions are self-guided and recorded for later review
Participants provide real-time verbal feedback

Tasks & Post Test Questionnaires

Task 1: Finding Lucky Dip

Locate the Lucky Dip feature within the app and describe what they think it does

Task 2: Placing a Bet

Select an event from the Lucky Dip suggestions
Adjust stake amount and confirm the bet
Observe and react to the animation reveal

Task 3: Reviewing & Closing the Game

Exit the Lucky Dip screen and check their placed bet
(Optional) Share the bet via social media

3. Post-Test Questionnaire (Self-Reported)

After completing the tasks, participants answer:

How easy was it to understand and use Lucky Dip? (Scale 1–10)
What did you enjoy most about the process?
Were any of the steps confusing or frustrating? If so, which ones?
Would you use this feature again? If yes, or no – please explain your decision?
Do you have any other feedback or suggestions for improvement

Key Observations & Insights

Intuitive Navigation: Most users quickly found Lucky Dip but suggested it could be more prominent
Excitement Factor: The animation reveal was well-received, adding to the fun of the experience
Clarity Concerns: Some users wanted more information about how the odds were generated
Speed & Convenience: Participants appreciated how quickly they could place a bet using Lucky Dip

Conclusion

The unmoderated UserTesting.com sessions provided valuable, unbiased insights into real user interactions. While the feature is engaging and easy to use, increasing visibility and improving explanations of how bets are generated could enhance the experience further. Future iterations may include A/B testing to refine the UI based on these findings.

Final Comments from Testers

'I really liked how quick and effortless it was to place a bet. I’d probably use this when I don’t have time to analyze odds myself.

'The animation was a nice touch—it made the experience feel more exciting, like a mini game.

'I wish there was a bit more explanation of how the selections are made. Are they truly random or based on some logic?'

'I wasn’t sure where to find the Lucky Dip feature at first. Maybe it could be highlighted more on the home screen?'

'The process was smooth, but I’d love to see a way to customize the randomness—like choosing preferred leagues or odds ranges.'

'I didn’t win, but it was still enjoyable. I’d probably give it another go just for the thrill of it.'

'I like the idea, but I’d want to see if other bettors are using it too—maybe some stats on how often Lucky Dip bets win?'

'It was really fast, which I appreciate. This would be great for casual betting when I don’t want to overthink my picks.'

'It’s fun, but I’d only use it for small stakes. I still prefer to pick my bets manually for bigger amounts.'

Brand Development

The Lucky Dip logo for Ladbrokes combines bold design with strategic use of colour psychology to engage and excite users. The palette of gold, red, white, and black was carefully chosen to align with the brand's identity and the concept of the product. Gold conveys wealth and success, reflecting the high odds and big win potential that attract users. Red adds energy and urgency, sparking excitement and encouraging action, while white provides clarity and balance. Black outlines enhance contrast and sophistication, ensuring the logo stands out across digital platforms. This combination creates a dynamic and enticing visual identity that perfectly complements the quick-to-play, high-stakes nature of Lucky Dip.

lucky /ˈlʌki/

adjective

having, bringing, or resulting from good luck.

“you had a very lucky escape”

What is the root word for lucky?

Luck has a Middle Dutch root, luc, which is a shortened form of gheluc, “happiness or good fortune.”

Visual References

Final Logo

The final Lucky Dip logo draws inspiration from casino branding, focusing on bold typography and vibrant colors to convey excitement and chance. The design maintains a sleek, modern look while ensuring clarity and instant recognition in a digital betting environment.

Animation Reveal

The Lucky Dip animation has a smooth, easy flow—like flipping over a card at the right moment. The glow and deep shadows give it a subtle casino feel without being over the top. The card design is simple but sharp, balancing classic elements with a modern touch. As the animation unfolds, there’s a quiet sense of anticipation, like waiting to see if luck is on your side. Nothing flashy, just a clean, satisfying reveal that does the job without trying too hard.

UI Design & Prototyping

Developed prototypes and performed A/B testing to refine the user experience, focusing on ease of use and quick betting flow.

Event selection

Stake input

Animation activation

Selection reveal

Testing & Hand-off

Conducted usability testing and iterated based on user feedback before a smooth transition to development.

Conclusion

Real-World Reactions to Lucky Dip

Since its introduction, Lucky Dip has resonated with users looking for a fast, no-fuss betting experience, particularly casual bettors drawn to its simplicity and high-odds appeal. Feedback highlights its ease of use and ability to inject excitement into betting without requiring in-depth knowledge. However, some experienced bettors have expressed concerns over the lack of control, preferring more customisation in their selections. Despite this, engagement levels indicate that Lucky Dip effectively fills a niche for quick-play betting, with opportunities to refine the experience through optional filters or gamification. As it continues to evolve, maintaining its core appeal while addressing user feedback will be key to long-term success.

Case study quick links

UX/UI

Ladbrokes ACCA Shuffle

Simplifying complex betting journeys with gamification

Graphic Design

Baja Buns

Creating a bold visual identity for a Mexican food brand

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What is lucky dip?

Overview

Client

ENtain-Ladbrokes

Role

UX & Graphic Designer

Project Type

Game Creation + Branding

Timeline

6+ Months

Challenge

How might we simplify betting to attract and engage a wider user base without overwhelming them, while simultaneously differentiating from traditional sportsbook experiences?

Objective

Deliver High Odds: Position the game with high-odds outcomes to engage and attract users.

Increase Engagement: Develop a simple, interactive UX that keeps users coming back.

Revenue generation

£1 Million in 10 Months

Customer Engagement

243,863 unique users, with 76,220 using multiple sports.

Betting Activity

1.3M bets placed, average stake: £1.07

Top Events

Championship Promotion Treble: 19,455 users, £18.8K

Women’s World Cup Final: 13,266 users, £7.4K

Multi-Sport Appeal

Football: 172K users.

Horse Racing: 59K users, £27K.

Golf: 41K users, £44K.

Testimonial

"Nathan's vision and attention to detail were an integral part of Ladbrokes making such a splash with our ground-breaking Lucky Dip feature. His creative contribution, particularly designing the reveal animation, gave what would become an iconic touch to an innovative product, driving more than £1m in revenue in its first 10 months.
It was thrilling to see his ideas come to life with such impact."

Tim Dykes,
Director of Product Innovation, Entain

Understanding the user

Initial workshops focused on understanding the betting behavior of both new and returning customers, seeking insights to streamline and enhance the betting experience.

"The Networker" represents educated, young professionals, primarily aged 18 to 34, with a slight male skew (54%). They are career-focused individuals striving to improve their social and economic status. Time constraints from their busy lives lead them to unwind on social media, gaming, and online sports betting, albeit infrequently. They are drawn to activities that excite and improve their standing, seeking thrills, confidence, and affirmation. As fans of football, they enjoy the added excitement of sports betting, but their gambling engagement remains low, with a modest annual spend of £88 and minimal brand loyalty to platforms like Ladbrokes or Coral. This group prioritizes low-stakes engagement and values social connection, aligning their entertainment with their fast-paced, ambitious lifestyles.

New customer quotes based on their initial experience

"I signed up because the ad made it seem so easy, but once I logged in, I didn’t know where to start. The options were overwhelming."

"The interface was too cluttered. I couldn’t figure out how to place a simple bet, so I just gave up."

"I was curious about trying it, but when I opened the app, there were so many numbers and terms I didn’t understand. It felt like it wasn’t made for beginners."

"I wanted to place a quick bet, but I kept clicking around and couldn’t find the match I was looking for. It was frustrating."

Architecture & UX Design

Experimented with various forms of reveal anticipation, drawing inspiration from classic games like the carnival grabber and traditional tombola. These influences guided the development of a randomised betting interface that reduces steps while enhancing the thrill of discovery. The design streamlines visual flow, creating a seamless, engaging experience that combines simplicity with excitement.

Games which
create anticipation

Physical

Mystery Box Challenges:
Customers purchase sealed boxes containing random prizes, from small collectibles to high-value items, similar to the thrill of collector card packs.
Gachapon Machines:
Capsule machines with randomized toys or collectibles that reward users with an unpredictable prize.
Blind Bag Collectibles:
Products like mystery mini figures or themed blind bags with surprises inside.
Spin-the-Wheel Booths:
A physical game that lets players spin for prizes with varying odds, creating excitement and anticipation.
Treasure Hunts with Unlockable Rewards:
Players solve clues to unlock physical boxes or safes with surprise items or prizes inside.
Scratch-and-Win Cards:
Cards with concealed panels that reveal prizes or outcomes, offering instant gratification.

Digital

Loot Crates in Gaming:
In-game loot boxes that contain random rewards such as skins, items, or power-ups, commonly found in games like Fortnite or FIFA.
Random Prize Generators:
Apps or websites where users purchase “spins” or “rolls” to win randomized prizes.
Virtual Scratch Cards:
Digital versions of scratch cards for instant prize reveals, often used in gambling apps.
Prize Drop Games:
A game where users drag or drop items into slots, revealing rewards (e.g., Plinko-style mechanics).
Digital Raffles:
Online raffles where players buy tickets for a chance to win prizes, with live countdowns to the draw.
Surprise Egg Apps:
Apps where players “crack” digital eggs to reveal surprise content, mimicking the tactile excitement of physical egg toys.

Initial 5 min sketch sprint

User Journey

The Lucky Dip user flow focuses on instant, engaging gameplay. From the homepage, users select the event they want to bet on, launching the Lucky Dip game. The interface prompts the user to place their stake and confirm, triggering an animation that builds excitement before revealing a randomised selection of high-odds bets. Once the outcome is displayed, users can close the game screen, seamlessly returning to the homepage, ready to explore further.