E-Commerce

Lotto. 

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Overview

Lotto is a global sportswear brand with a 50-year legacy rooted in performance and sport. As Lotto entered India’s digital retail space, the goal was to build more than just an e-commerce platform. It needed to feel as seamless and energetic as the brand itself.

BOMBAYDC designed a mobile-first, conversion-led experience that blends performance with delight. The platform translates Lotto’s legacy into a seamless and intuitive journey. It reduces friction and celebrates the joy of sport at every touchpoint.

Outcomes

  • 4%

    users are checking out
    (industry avg. is ~2.5%)

Challenges

  1. Breaking Into a Crowded Market

    In a crowded market, it is difficult for a new entrant to make their presence felt and convert customers to buy their products.

  2. Sport Isn't Always About Glory

    Most sportswear brands lead with passion and the will to win. Lotto's challenge was to celebrate the everyday joy of playing sport and build an experience that felt the same way.

  3. The Heritage Paradox

    A 50-year legacy means little to a first-time visitor who's never heard of Lotto. The experience had to build credibility where brand recognition couldn't.

Solutions

  1. Designed a conversion-first checkout design

    We reduced friction and anticipated user concerns, bringing delivery, returns, and size guidance upfront while simplifying product information to enable faster decisions.

  2. Immersed users in the 'joy first' brand philosophy

    Lotto’s refreshed philosophy—“Joy First”—and its cheeky, neighbourhood-commentator persona needed to come alive across every page.

  3. Reimagined a storied legacy for a new generation

    Trust signals like User Generated Content, free returns messaging, and progressive profiling were embedded across the journey to build reassurance over time.

01

Performance-Led Design

A playful, conversion-driven journey. From an animated homepage and lifestyle-led product pages to order status, keeping every scroll seamless and shoppers engaged.
Every homepage scroll was intentional, with clean product showcases delivering key info at a glance, creating visual rhythm and keeping users engaged.
For Indian shoppers, mobile experience is the experience, so every interaction was made mobile-first, ensuring a fast, intuitive, and visual experience.
The homepage footer closes with social post previews revealing product info on hover and is linked directly to the product page, enabling a seamless shopping journey.
We designed a product listing page unlike anything. Feature-rich cards with a mix of static product shots, lifestyle videos, and hover-reveal transitions, breaking the monotony of traditional grids.
Created a product detail page that opens with a mood-first slider led by a lifestyle product video, followed by static product angles and colour variations, offering a 360º view from the get-go.
Size selection transformed into “Add to Cart”, with a drop-down size chart, simplifying the buying journey through in-page interaction. No redirections, no friction.
We introduced Select Size, Product Details, Return Policy, Care Tips, and Reviews into one cohesive flow, followed with rich A+ content rounding off the product story.
From order tracking to returns, we built a post-purchase experience that keeps users informed and in control with smart nudges that guide them toward the right resolution.
Introducing smart shopping, we created a dual-pane layout that lets users toggle between their shopping bag and wishlist, making decisions easier and faster.
A cleanly designed customer dashboard places orders, returns, wishlists, and account info upfront with Recently Viewed products at the top to support shopping continuity.
lotto
A clean, categorised navigation menu was built for clarity, allowing users to move quickly and intuitively through the app.
We designed a welcoming onboarding journey, complete with rotating microcopy like “Personalised Shopping”, “Free Delivery”, “Stress-Free Returns” and more.
lotto
A clean, minimalist login form made account access smooth and distraction-free.

02

Designed a Conversion-First Checkout Design That Plays Differently

lotto
A lively pre-launch screen was designed to tease, engage, and capture early sign-ups through a simple “Join Squad” prompt.
lotto
Translated across the UX through microcopy that plays, puns, and leaves a smile, like “A whole lotto joy”, “#LOTTOLIFE”.
lotto
Lighthearted, joyful copy sprinkled across the site keeps the Joy First spirit alive in every interaction.

03

Building Trust & Confidence

The About Us section was designed as a scrollable, visual journey that unpacks Lotto’s Italian heritage with rich storytelling and playful, conversational copy.
lotto
The About Us section was designed as a scrollable, visual journey that unpacks Lotto’s Italian heritage with rich storytelling and playful, conversational copy.
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