Pick My Postcode

Branding, product design + illustration
Project Overview
Launched in 2011, Pick My Postcode is the UK's largest free-to-play lottery funded by advertising with a membership of 2.5 million and 220k daily visitors.
My Contributions
As head of product and design I was responsible for the end-to-end user experience, visual design and marketing collateral. Being a micro-startup, I worked closely with the founder in aligning product feature development with business objectives and worked in close collaboration with our CTO in managing potential development bottlenecks.
Key tasks
  • General UX improvements (mapping user journeys, creating pen portraits etc)
  • User research to understand pain points, gathering of quant/qual data
  • Improving messaging and micro copy across the site
  • Managing a complete rebrand and rename in 2018
  • Consulting with a brand strategist to help clarify our proposition, vision and tone of voice
  • Design system
  • Prototyping
  • Introducing elements of gamification
  • Proposing project management tools to the team (and trying out a whole bunch of them)
  • Running lots and lots of AB tests
  • Marketing and sales collateral
  • 🤓 Team quizmaster

Lean, agile. Move fast, try not to break too much stuff!

Brand positioning workshop
Behavioural archetypes
Don't forget about that 404!