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For Maple Leaf’s premium members, I make it easier to spend money at games.
In a new initiative to digitalize the membership experience, I designed a platform that allows members to make purchases through their phone.
In a new initiative to digitalize the membership experience, I designed a platform that allows members to make purchases through their phone.
I owned this project as the primary designer collaborating with the Product Manager and Engineers to see it to completion. I worked with the other designers to bring different perspectives at every stage.
Timeline: High-Fidelity Prototype in 1.5 weeks.
Season ticket holders and members typically only attend 5-6 games of the entire season. The tickets they don’t use, they sell. Currently, there is no easy way for members to get their money back from these sales. So they wait until the end of the season and call their representative to write them a cheque with their remaining balance. For the customer and staff, this process is dauntingly manual and outdated. For the business, every dollar not spent is a revenue dollar lost.
I started by familiarizing myself with existing credit, loyalty and gift card programs, understanding the problem at a high-level, before delving deeper into various concepts to share with my team.
In a workshop with the Product Manager, we detailed the user journey of members using their credit (left-to-right). We included all the features that would be valuable and prioritized it from high to low priority features (top-to-bottom).
I time-boxed half a day to brain-dump all my ideas for an ideal-state using pen and paper. I wanted to remove any distractions and the possibility of tunneling down one idea versus exploring at a high-level every possible solution. At the end, I cut out each screen and arranged it into logical user-flows. I left the exercise with two possible solutions that I took into a higher fidelity on Sketch.
I took my two solutions into a mid-fi mockup to explore layouts of how the real-estate on the card would be best used. I gathered inspiration from in-direct competitors and throughout the web and visualized it on an Invision moodboard. I had variations call-to-actions, logo placements and typography choices to make it intuitive for an older audience.
After feedback sessions with the design team, I took the below design into high-fidelty for dev-handoff.
With a timeline of 1.5 weeks to get something to the development team, I worked through the ideal state collaborating with stakeholders to refine a MVP. This solution allows the business to track spending behaviour, increase revenue through reduced refunds, and automates a previously daunting process. It is projected to save the business 6-figures in refunds.
Customers feel like they are getting more value out of their premium membership with the added ease of use to spend the money they’re gifted and track the cash-inflow from their ticket re-sales.
Results: At the Leafs Home Opener game, digital credit usage (2019) was 20% higher compared to the physical gift card (2018).
I learned the value of understanding the problem space before starting designs. By developing a better understanding of the problem, I would have known to design the MVP only instead of the entire ideal flow. This would have given me more time which I could have allotted to sourcing real users for user-testing. It also would have allowed me to consider how I could design a feature that will scale as the Membership Portal grows.
