Background
RaffleLink is an Australian online raffle fundraising platform used by nonprofits, clubs, charities, and community organisations, helping them stay compliant with state-specific raffle regulations. It was founded in 2013 by a pen-and-paper organizer with no software background who wanted to help other organizers, and the platform grew organically from there.
By the time the current director inherited it, years of patchwork had left the platform inconsistent and hard to build on. He wanted a clean slate, so I worked with three software engineer from October 2025 to September 2026 to redesign and rebuild the entire platform end-to-end.
Website ↗
A single look across all of rafflelink
Before
Buttons, type, and colors were inconsistent within each page and across the marketing site, public raffle page, and organizer product. Raffle pages also felt unstable because organizers could pick any colors and text styles, which could sometimes fail web accessibility standards, and ticket checkout was broken on mobile devices.
After
A shared design language across all surfaces. Organizers can still select an accent color for raffle pages, and the system automatically adjusts it to meet WCAG 2.0 AA contrast. With a mobile-responsive checkout, about 87% of completed purchases and 85% of revenue now come from phones.
AFTER
public website & raffle page
raffle dashboard
One-time raffles to an organization platform
Before
Every raffle came with its own login, so repeat organizers re-entered their personal info alongside their raffle details every time. This also meant they couldn’t see performance across raffles, and whole teams shared one set of credentials.
After
A centralized organization account with multi-raffle analytics, distinct member roles, and a separate flow to create a raffle. In the first six months, 26% of organizations added teammates and 27% imported their raffle data from the old platform, showing demand for a holistic view of raffle performance. Since launch, about 3 in 4 organizers who start creating a raffle go on to publish it.
A dedicated product for in-person sales
Before
When setting up their raffle, organizers had to search to find the option “Offline Cash Sales Entry”, and customer support often fielded questions about whether that referred to paper tickets. Once it was time to sell in person, ticket sellers used a workaround link to the public raffle page, where they typed each cash sale into the same form buyers used.
After
A dedicated point-of-sale platform called Ticket Booth, with its own Ticket Seller logins. Organizers access Ticket Booth if they indicate in raffle setup that they plan to sell tickets in person. After designing the core Ticket Booth flow on tablet, I guided the frontend engineer’s adaptation for a mobile app, which supported a new revenue channel Tap to Pay. As of September 2026, Ticket Sellers make up about 1 in 10 member roles, and Tap to Pay alone has processed over $47.5k.
Testimonial
Eddie He
Managing Director of RaffleLink
The feedback on the new RaffleLink app has been amazing! People love it and find it easy to use, and a lot of that is Liz. She consistently asked for and worked off of user anecdotes to get to the heart of how organisers think and where the pain points were. We were in different time zones, so I had to be able to trust her judgment, and I could.
Liz always asked what mattered most, what the deadlines were, and hit them. By the end I was handing her features with little more than 'here's what I'm thinking, run with it.' She was excellent at prioritising and and sparked conversation and connection across the team. I'd work with her again without hesitation.
Curious to learn more about this or other projects? You can reach me at elizabethogray@gmail.com :)
