As a consumer, you want to be able to consume conveniently, easily, quickly and painlessly. This applies in both the offline and online world.

The other day I was planning to take a punt on the Euromillions, since the jackpot had done that thing it does every few months where it gets up to a ridiculous amount and draws in punters like moths to a flame. It was the middle of the day so I told myself I’d do it later. After all, there was an invitation to play in my webmail inbox.

I got tied up with work for the rest of the day and was glancing through my webmail after work when I saw the lottery email. It was about 27 minutes past 7pm, and the cutoff for the draw was 7:30pm the same day.

I went onto the lottery.ie site, and selected Euromillions. There was 2 minutes and 15 seconds left in which to play for that evening’s draw. I logged in, picked a line of random numbers, confirmed it and paid. The transaction took 30 seconds. I could have waited another minute and 45 seconds and still would have beaten the deadline.

Now that’s slick, in my book. Mind you, with millions of euros coming in every hour through the site on busy days, you would have expected them to get the process perfect. And it is, in my view.

Sadly, my numbers weren’t perfect. Not even close to perfect.

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