Collecting user data to improve fan experiences and inform marketing initiatives

In order to deliver relevant content and offers to fans, you need to know more than simply names and emails.  The Leafs Nation Fan Preference Centre project was launched to support the CRM and Marketing teams in collecting more detailed information about Leafs fans and customers and integrating this data with existing systems. The resulting product was a responsive web membership centre that allowed users to create personal profiles that made them eligible for giveaways, contest entries and exclusive content.

As one of my first projects with MLSE, I was initially responsible for wireframing all mobile and desktop screens. (This needed to be done quickly in order to have detailed examples available for vendor negotiations.) Limited resources and tight turnarounds in Phase 1 required me to extend my role beyond UX to include some UI design, QA and UAT.

The team on this project persevered to overcome several challenges including tight initial timelines, working with three different vendors across multiple time zones, complex technical integration, naming issues, and high stakeholder expectations. JIRA was used to keep track of all aspects of the project.

Following the launch of Phase 1, adjusted budgets, vendors and resourcing meant that I could take on a less tactical role in Phase 2, acting as Design advisor for the new project team.

PROCESS

• Competitive Analysis
• Wireframing for responsive design
• Interaction Flows
• Prototyping (UXpin)
• UI Design
• Creative reviews
• Development* (vendor)
• Vendor reviews
• QA & User Acceptance Testing

OUTCOME

Phase 2 of the Leafs Nation Preference Centre was rolled out in Fall 2016 with an updated look and new brand extensions for the Toronto Raptors and Toronto FC. Since launching, the MLSE Preference Centre has been successful in significantly growing MLSE's fan database, and providing the Business Intelligence team with more information about MLSE's team fans. Feature enhancements are planned for future releases.

The live product (Phase 2) can be found at leafsnation.club