driving FOMO and enhancing user experience with the new
toronto blue jays 50/50 identity.
Brief
The Toronto Blue Jays 50/50 lottery is a draw that operates year-round and gives fans a chance to win large cash jackpots as well as a number of add-on prizes. The lottery is a major source of funding for the Jays Care Foundation, with half of each jackpot win going towards Jays Care programming across Canada.
The objective of the re-design of the 50/50 platform (desktop and mobile sites) was to generate consistent excitement for 50/50 draws throughout the year and better drive fans to purchase tickets with a more interactive and engaging user experience. Prominent imagery that tied the fan experience with Jays Care programming helped drive home the charitable impact 50/50. Clear ticketing information, sticky nav with buy button, and a prominent jackpot and prizing imagery were all designed to entice fans to make a purchase.

design team
Sandra Dammizio, Cailey Gavin, Andy Lee
Design Touch Points
UI Design, Prototyping, Graphic and Motion Design
Website
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