Building the national lottery’s digital sales channel from scratch
I took Azerlotereya.com from planning to launch in one year, as business owner, UI/UX designer and marketing lead at the same time.
- Role
- Business owner, UI/UX designer
- Duration
- 1 year, from planning to launch
- Team
- In-house and external development, marketing
- Year
- 2023 - 2025
Sales were in retail, there was no digital channel
Azerlotereya sold mainly through retail points and partners. The brand had no online sales channel of its own, no shared design system and no funnel measurement. That limited both access to new audiences and data-driven decisions.
Goals
- Launch the brand’s own online sales channel within one year
- Build one design system for all games
- Measure every funnel step and automate reporting
Five stages, one owner
Planning
BRDs, sitemap and stakeholder requirements.
Wireframes and design system
Game cards, payment flow, components.
UI design
I designed every screen myself.
Development sprints
A daily, weekly and monthly rhythm. In-house and external teams.
Launch and measurement
Automated reporting and funnel monitoring.
Results in %
- 1 yearfrom planning to launch
- +[X]%online share of total sales
- +[X]%conversion from sign-up to first purchase
- -[X]%time spent on reporting
The site became a growth platform
The first iGaming TikTok ads
A first for the category in Azerbaijan.
BirBank integration
Digital promotion of the partnership.
Wolt Marketplace
A new channel for instant lotteries.
Social listening
The first tool in Azerbaijani.
When one person runs design, development and marketing, decisions take days, not weeks.