Owo Ojumo was launched as Raffle Lottery Investment Ltd.'s flagship digital lottery platform with a vision to modernize lottery participation by enabling customers to play conveniently from their mobile devices. While the product successfully entered the market, early performance revealed a major challenge, customer adoption was significantly lower than anticipated.
Rather than assuming the problem was a lack of marketing or missing functionality, I led a structured product discovery initiative to understand why customers were abandoning the platform.
Through customer interviews, behavioural observation, product usage analysis, and stakeholder feedback, we uncovered a critical insight:
Customers did not perceive Owo Ojumo as a gaming platform. They believed it was a loan application.
This insight fundamentally changed our product strategy.
Instead of building more features, we repositioned the product, redesigned the onboarding experience, introduced gamification elements, and simplified the customer journey.
These changes transformed customer perception, increased adoption to over 70%, improved onboarding conversion, and accelerated user acquisition by more than 40%, establishing a much stronger product-market fit.
| Item | Details |
|---|---|
| Company | Raffle Lottery Investment Ltd |
| Product | Owo Ojumo Digital Lottery Platform |
| Industry | Gaming / Fintech |
| Role | Product Manager |
| Methodology | Agile Scrum |
| Team | Product Manager, UI/UX Designer, Developers, QA Engineers, Marketing, Operations |
| Platform | Web & Mobile |
The business wanted to digitize traditional lottery participation by providing customers with an easy, secure, and engaging digital gaming experience.
The product launched successfully, and initial marketing campaigns generated awareness and registrations.
However, after launch, adoption remained far below expectations.
Although customers downloaded the application, many abandoned the onboarding process before completing registration, while others never returned after their first interaction.
At this point, several possible explanations emerged: