With millions of players across multiple brands, Nederlandse Loterij operates at the intersection of fun, commerce, and compliance. Designing for this space means balancing joyful, intuitive experiences with strict legal requirements—and even small UI changes can have a big impact.
From Staatsloterij to TOTO, each game has its own identity. But behind the scenes, we aimed for consistency—both in interaction and visual language. To support this, I created and maintained several UI kits that accelerated the design process and ensured coherence across all touchpoints.
Our UI kits weren’t static. They evolved alongside user needs and business goals—supporting rapid prototyping, A/B testing, and rollout across:
We applied a range of tools and methods to keep our work insight-driven and user-focused: