MOBILE APP
MOBILE APP
Enhancing the Million Pound House Draw Experience
Enhancing the Million Pound House Draw Experience
CLIENT
Omaze
MY ROLE
UX/UI Designer
YEAR
2025
CLIENT
Omaze
product
Omaze
year
2025
MY ROLE
UX/UI Designer
TEAM
Guy Wilcox (Product Owner), Jess Vaughan (Project Manager)
TOOLS
Figma
PLATFORM
iOS, Android
Timeline
N/A
MY ROLE
UX/UI Designer
TEAM
Guy Wilcox (Product Owner), Jess Vaughan (Project Manager)
TOOLS
Figma
PLATFORM
iOS, Android
Timeline
N/A
MY ROLE
UX/UI Designer
TEAM
Guy Wilcox (Product Owner), Jess Vaughan (Project Manager)
TOOLS
Figma
PLATFORM
iOS, Android
Timeline
N/A
The Project
The Project
Omaze is a for-profit fundraising company, known for its monthly prize draws for multi-million pound houses. They offer one-off and subscription-based entries, pledging at least £1 million each month to charity partners.
Omaze approached the agency, looking to introduce an app to their offering as an experiment to gauge the user appetite.
Omaze is a for-profit fundraising company, known for its monthly prize draws for multi-million pound houses. They offer one-off and subscription-based entries, pledging at least £1 million each month to charity partners.
Omaze approached the agency, looking to introduce an app to their offering as an experiment to gauge the user appetite.
My Role
My Role
Designing portion of the app that would be native
Ideating and designing custom gamified features for boosting user retention between prize draws
Designing portion of the app that would be native
Ideating and designing custom gamified features for boosting user retention between prize draws
⛓️💥
⛓️💥
The Problem
The Problem
🐌
🐌
Webview Limitations
Webview Limitations
Due to uncertainty around user demand, the app was built using webviews to minimise investment. This presented UX/UI challenges, such as…
Due to uncertainty around user demand, the app was built using webviews to minimise investment. This presented UX/UI challenges, such as…
Poor mobile optimisation
Slower loading times
Limited transitions
Unintuitive navigation
Poor mobile optimisation
Slower loading times
Limited transitions
Unintuitive navigation
👥
👥
User Retention Issues
User Retention Issues
Initially, the app didn't receive as much traffic as expected. Analytics showed that users were not returning to the app after making their first purchase (buying entries in the prize draw).
Initially, the app didn't receive as much traffic as expected. Analytics showed that users were not returning to the app after making their first purchase (buying entries in the prize draw).
Screenshots of the app, built using webviews from the Omaze website.
UX Issues
UX Issues
As well as an unoptimised design system and inefficient use of space, using the website UI in the app presented some significant UX issues…
Clunky Navigation
Clunky Navigation
Inefficient navigation pattern due to inheriting the website's hamburger menu.
Inefficient navigation pattern due to inheriting the website's hamburger menu.
Slow Loading
Slow Loading
Noticeably slow loading times between screens due to rendering of web content.
Noticeably slow loading times between screens due to rendering of web content.
💡
💡
The Solution
The Solution
🎨
🎨
Native Screens for Enhanced Feel
Native Screens for Enhanced Feel
Adding more app-specific experiences to swap out the web layouts and unconventional flows.
🎲
🎲
Gamified Features to Boost Retention
Gamified Features to Boost Retention
Giving users a reason to stay engaged and return to the app after purchasing entries.
A more bespoke, visual and mobile-friendly experience, boosted by gamified features to keep users coming back.
A more bespoke, visual and mobile-friendly experience, boosted by gamified features to keep users coming back.
Introducing Native Screens
Introducing Native Screens
We started by implementing more app-specific screens that I designed to be built natively, including the sign up and log in flows.
We started by implementing more app-specific screens that I designed to be built natively, including the sign up and log in flows.
Log in flow uses a magic link system, allowing users to sign in without a password.
Scroll to view the magic link login flow.
Scroll to view the magic link login flow.
Further Redesign
Further Redesign
It was a shame to make so many compromises, so I redesigned more of the app independently to explore its full potential. A few improvements I chose to include in my designs were:
BEFORE
BEFORE
Hamburger Menu
Hamburger Menu
The hamburger menu feels disruptive and has 18 items that look the same, overwhelming the user.
The hamburger menu feels disruptive and has 18 items that look the same, overwhelming the user.
AFTER
AFTER
Updated Navigation & IA
Updated Navigation & IA
Replaced the hamburger menu with a standard bottom nav bar, improved visual hierarchy and placed content more intuitively throughout the app.
Replaced the hamburger menu with a standard bottom nav bar, improved visual hierarchy and placed content more intuitively throughout the app.
A more familiar pattern for accessing a user's profile, with added visibility of any subscriptions/entries.
A more familiar pattern for accessing a user's profile, with added visibility of any subscriptions/entries.
BEFORE
BEFORE
Home Screen
Home Screen
The home screen felt like a repetitive list and was too spread out due to it being a webview.
The home screen felt like a repetitive list and was too spread out due to it being a webview.
AFTER
AFTER
Updated Home Screen
Updated Home Screen
Improved hierarchy, visual interest, space efficiency and put more of a focus on the prize itself.
Improved hierarchy, visual interest, space efficiency and put more of a focus on the prize itself.
Gamified Features
Gamified Features
To give users a reason to re-engage, I designed these gamified features that enable them to win smaller prizes throughout the duration of each prize draw.
A lotto style wheel feature, available after each donation, giving users another chance to win more entries or other special prizes.
Rewards Wheel: A lotto style wheel feature, available after each donation, giving users another chance to win more entries or other special prizes.
Rewards Wheel
Entry Wallet
Entry Wallet
Opportunities to win extra entries in mini games or smaller prize draws and the ability to save them in a wallet to be used in future.
Opportunities to win extra entries in mini games or smaller prize draws and the ability to save them in a wallet to be used in future.
Achievements
Achievements
Collectible badges to be won when purchasing entries and throughout a user's journey with the app. Shareable to boost outreach.
Collectible badges to be won when purchasing entries and throughout a user's journey with the app. Shareable to boost outreach.
Loyalty Card
Loyalty Card
Offering an incentive for repeated engagement, earning stamps for each purchase and a freebie after a certain amount of purchases.
Offering an incentive for repeated engagement, earning stamps for each purchase and a freebie after a certain amount of purchases.
Gallery
Gallery
🧨
🧨
Impact
Impact
These updates have not been rolled out to users, but the metrics I would be interested in tracking to assess their impact are…
These updates have not been rolled out to users, but the metrics I would be interested in tracking to assess their impact are…
📈
📈
Engagement Rates
Engagement Rates
% of users engaging with specific features.
% of users engaging with specific features.
🔁
🔁
Session Frequency
Session Frequency
How often users are opening the app during a set time period.
How often users are opening the app during a set time period.
⏱️
⏱️
Avg Session Length
Avg Session Length
The amount of time users are spending on the app per session.
The amount of time users are spending on the app per session.
NEXT CASE STUDY
Connecting Food Banks to Feed Communities Faster
NEXT CASE STUDY
Connecting Food Banks to Feed Communities Faster
NEXT CASE STUDY
Connecting Food Banks to Feed Communities Faster
On the hunt for a full time role...
Please feel free to reach out with any questions, opportunities, or unsolved mysteries.
✉️
izzyjames2000@hotmail.co.uk
📞
MOBILE
+44 7503 724752
On the hunt for a full time role...
Please feel free to reach out with any questions, opportunities, or unsolved mysteries.
✉️
izzyjames2000@hotmail.co.uk
📞
MOBILE
+44 7503 724752
On the hunt for a full time role...
Please feel free to reach out with any questions, opportunities, or unsolved mysteries.
✉️
izzyjames2000@hotmail.co.uk
📞
MOBILE
+44 7503 724752
UX/UI Designer
UX/UI Designer
UX/UI Designer