A UK prize-draw platform built around trust, simplicity, and responsible participation. Rafflee is a real-money prize-draw and competitions platform built for the UK market — designed and shipped from scratch, covering everything from discovering a competition and entering a draw to managing tickets, subscriptions, payments, and winnings.
Building a new product meant solving more than the interface. Rafflee lets people enter prize draws for cars, watches, holidays, and cash through multiple competition formats, ticket options, subscriptions, and payment flows.
Because it was a ground-up build, the experience had to work as one cohesive product across desktop web, mobile web, and native app — while reusing existing backend services wherever possible to move quickly. The challenge was to make all of that complexity feel simple, clear, and trustworthy to the person using it.
A prize-draw product asks users to spend money on an outcome they cannot immediately see. That makes transparency especially important. UK prize competitions also require a genuinely free, equal-chance route alongside the paid entry route. Instead of treating these requirements as legal information to be added later, they became part of the core experience.
Important information is available at the moment users are deciding whether to enter.
The experience had to balance several competing needs at once.
Support multiple competition formats, subscriptions, payments, and a new product model.
Make competitions easy to discover, understand, and enter.
Keep free entry, prize value, spending controls, and other important information visible.
Create a consistent experience across desktop, mobile web, and app.
The design direction was simple: hide complexity where users don't need it, and surface it where it helps them make a decision.
Rafflee supports several competition formats — Mega competitions, Instant Wins, Sit 'n Go, and standalone raffles. Instead of putting everything into one undifferentiated catalogue, the experience separates these formats so users can understand what they're looking at before deciding to enter.
Different competition formats shouldn't feel like different labels on the same experience — their structure and presentation should help users understand the difference before they commit.
Rafflee+ introduces recurring entries across Mega, Instant Win, and Lifestyle competitions. The challenge wasn't simply presenting three subscription plans — users needed to understand what they were getting and whether upgrading offered better value, without having to calculate it themselves.
Most Rafflee purchases are immediate decisions: enter a draw or subscribe. A traditional cart would introduce another step without adding much value, so the experience skips it — "Enter now" and "Subscribe" both go straight to payment, with saved cards and express checkout further reducing friction for returning users.
A familiar e-commerce pattern wasn't necessary here — the shortest path was the better experience. And the transaction itself didn't need to be the end of it: rather than treating payment success as a dead end, the confirmation screen became a chance to help users take the next useful action.
The same confirmation pattern carries through to mobile web, with purchased tickets visible immediately after payment.
The account experience brings tickets, prizes, transactions, and settings together in one place. Responsible gaming was treated as a first-class part of the experience rather than something hidden in a footer or secondary menu.
My Tickets, Prizes, Transactions, Payment Settings, and Responsible Gaming — all with equal weight in account navigation. User control shouldn't disappear after the purchase.
No forced sign-up before entering a draw. Account creation shouldn't become a barrier before a user has decided what they want to purchase — so purchase comes first, with account creation introduced only where it's actually needed.
Mega, Instant Win, Sit 'n Go, and standalone raffles are visually and structurally separated. Different formats carry different expectations — combining them into one long list would make discovery harder.
Free entry, cash alternatives, and the guaranteed giveaway promise appear directly within the product experience — not left for users to search through FAQs or terms and conditions.
Each Rafflee+ plan shows its per-ticket value improvement alongside the entry count, so users shouldn't have to calculate whether a subscription represents better value.
Spend limits are visible directly on the competition experience, while Responsible Gaming has a dedicated place in account navigation — responsible participation as part of the core experience, not an afterthought.
Rafflee launched in November 2025 as a complete 0 → 1 product spanning competition discovery, draw entry, ticket bundling, subscriptions, payments, and account management — across web, mobile web, and app.
Since launch, the platform has supported live competitions across cars, watches, holidays, and cash prizes, with winners surfaced through its winners feed and a recurring subscriber offering through Rafflee+. The result was a complete product ecosystem — not just a collection of screens.
The product had to support multiple competition formats, purchase models, subscriptions, payments, account functions, and responsible gaming requirements, without making the experience feel complicated. The most important design work wasn't any single screen — it was creating a consistent system that made those different experiences feel like one product.
Looking back: if I continued working on Rafflee, I'd focus on understanding how people move through the product after their first purchase — particularly discovery, subscription behaviour, and repeat participation — and use that insight to guide the next round of product improvements.