I served as the UX Writer for the high-profile digital launch of New York Lottery+, the brand’s first-ever comprehensive membership program. My role was to architect a seamless end-to-end user journey that transformed the complex mechanics of points, perks, and entries into an intuitive and high-energy digital experience. I crafted every touchpoint of the member lifecycle—from the high-conversion landing page copy that sold the "Plus" value proposition to the microcopy within the mobile app’s registration and prize-claiming flows. By balancing the brand’s signature "New York excitement" with crystal-clear instructional design, I ensured that members could easily navigate their rewards dashboard, track their entries, and understand their exclusive benefits without friction. I worked closely with designers and marketing teams to ensure a unified voice across digital assets, ensuring that while the stakes felt high, the user experience felt effortless, rewarding, and distinctly New York.