Case Study — John Reglin

Overview

I led an overhaul of U.S. Soccer's native mobile app in an effort to increase user engagement and drive more value for its customer loyalty "Insiders" group.

My role:

→ UX Research

→UX Strategy

→ User Flows

→ Documentation

(01)

I leveraged fan research helped identify key user needs

Based on a fan survey, I identified key user needs that would guide the redesign effort:

→ Fans want to feel empowered & have a voice

→Fun & high-energy moments around matches are desirable

→The match is still the main priority, add value without getting in the way

(02)

Establish business goals

Working with internal stakeholders I gathered and summarized key goals for the organization:

→Increase sign-ups for Insiders loyalty membership program

→Provide additional value to existing paid and free Insiders members

→Increase app interaction during and after the match

(03)

Player of the match voting helped our user needs better support our business goals

I found that an Insiders account-gated POTM voting flow was the best way to support the key business goal of increasing Insider Account Sign-ups while providing fans with an exciting new flagship feature of the app.

This approach helped with important business goals & user needs simultaneously:

→Attaching a high-value energy moment to the Insider sign-up CTA would better convert new users

→Insiders of all levels were given the opportunity to have their voice heard

→Voting announcement push notifications would increase app interaction during and after the match

(04)

Once you're an Insider, the voting flow provides user feedback at every step of their decision

(05)

I used automated dynamic logic to display relevant stats, creating a better experience for both end users and our internal admins

For each nominated player, I wanted dynamic stats to display the most relevant stats (based on a player's position and game-specific achievements) that would help a user decide who was most worthy of their vote.

The logic used was comprehensive enough to provide relevant information to the users while not creating overly complicated development work.

(06)

The voting results are displayed in relevant locations to elevate timely match information

The user is notified of the winner through a push notification (if their settings allow for them) or they can discover the winner organically from the Home tab or the Match Detail page.

A smaller callout graphic is used on the Home tab to take up less vertical real estate while on the Match Detail page, you will find a more expansive version that highlights the winner with greater emphasis, including their key stats and the percentage of the vote the player received.

Using high-energy moments to sign up loyalty program members