Manuel Llaguno

Sorteos Tec+ Manuel Llaguno

Sorteos Tec is a national lottery that has been around for over 70 years. Despite its long history, ticket sales remained largely physical, relying on a vast network of collaborators. But when the global pandemic hit in 2020, sales took a massive hit. They approached us with a challenge: transform their online sales channel and refresh their brand to stay relevant for future generations.

Overview

Sorteos Tec is one of the most recognized national lotteries in Mexico, created by Mexico's top university: Instituto Tecnológico de Monterrey.

Industry

E-commerce

Services

Brand Identity

UI / UX

Creative Strategy

UI / UX

Team

Website

https://www.sorteostec.org

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First things first: clarity

Their previous website was chaotic. Lotteries come with a lot of information—prizes, dates, ticket numbers, and prices. We were in desperate need of clarity, so our main challenge was to create an intuitive, organized, and easy-to-navigate interface. We had to modernize and digitalize a brand that had been largely physical and traditional—making it exciting and engaging for new lucky generations.

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Streamlining the checkout

We redesigned the shopping cart to make buying tickets simpler and more streamlined. A well-designed cart significantly boosts conversions, so we ensured the process was clear, intuitive, and effortless. Since purchasing a ticket involves multiple steps—choosing a ticket, labeling, setting preferences, selecting payment methods, etc.—we focused on making the entire experience as smooth and enjoyable as possible for every player.

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Keeping it fun

When designing the website, one priority was to make it cheerful and fun. After all, winning the lottery is one of the most exciting experiences imaginable. We created a set of "lucky machines", which generate random ticket numbers. We wanted them to be eye-catching and lively, evoking that lucky feeling for users. The numbers light up randomly, allowing players to feel like they’ve discovered their own lucky number, whether based on intuition, personal rules, or superstition. We also designed an element of joy for the website—a confetti effect derived from the brand’s logo mark—adding energy and celebration, even for those who don’t win.

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