THE CHALLENGE
Turn a paper raffle ticket into a qualified digital lead — on the street, in seconds, for users who'd never registered online, for the campaing "El Día de mi Suerte".
THE JOURNEY
Before unpacking the research behind each decision, here's the full path I designed — from QR scan to confirmed registration, mapped end to end.
RESEARCH AND STRATEGY FRAMEWORK
Before opening Figma, I went to the field. I ran direct qualitative observation at physical points of sale — kiosks and street vendors — to study the real interaction between the lotero, the printed ticket, and the buyer's smartphone.
DESIGN SYSTEM & DECISIONS
To eliminate cognitive load for non-digital users under street conditions, I implemented a strict Single Action Token Rule.
While the design system contained standard tokens for branding or info, only one token was authorized to request action: Success 500 (#37B35A).
By assigning Success 500 strictly to primary CTAs and success states, color itself became the instruction. Users never had to read long instructions—they instinctively knew that green meant "proceed".
The Pop-up Iteration: An agile adjustment to drive rapid user registration
Guided registration progression with intentional action anchors
Upfront guidance ("ID & ticket ready") reduced initial drop-offs. Intermediate steps used neutral transition buttons ("Siguiente"), reserving #37B35A green strictly for final conversion ("Participar"). Oversized targets (>48px) ensured fast one-handed street completion.
ENABLEMENT & ADOPTION STRATEGY
To guarantee a flawless launch, we facilitated an hands-on enablement session with product stakeholders and local vendors (loteros). By empowering vendors as digital trust anchors and aligning stakeholders on the O2O journey, we built total confidence at the point of sale.
