Projects

Background

/

Bold Rewards

Years

/

2016-2024

Current Content:

Bold Rewards

Fintech & Rewards Application

Web App

iOS & Android App

How do you transform loyalty from a rewards-only model into a daily, payment-driven fan experience that builds lasting engagement?

!! Legal Notice and Overview

Due to my ongoing commitment to maintaining legal copyright agreements with clients of Fortress GB, I can't share real client project examples. However, I'm excited to present this example portal as a showcase of my skills and the components I have developed. This project features the branding for the Boldview Baseball Club, illustrating the expertise and techniques I applied in my professional work.

Due to the confidential nature of the project and concerns from Fortress about potential risks of competitive exposure, I'm unable to share specific timelines or process details in this context. However, I'd be happy to present the full project in greater detail during an online call. Please reach out to arrange a suitable time.

Thank you for your understanding.

© 2024 Fortress. All rights reserved. Unauthorised reproduction or distribution of this material is prohibited.   This project, including all design elements, is the intellectual property of Fortress and is protected under copyright law. Any use of this material without explicit permission from Fortress is strictly prohibited.

© 2024 Adrian Ștefănescu. The branding for Boldview Grizzlies, featured within this project, is the original creation and intellectual property of Adrian Ștefănescu. Unauthorised use or reproduction of the Boldview Grizzlies branding is prohibited and subject to copyright protection.

Introduction

At Fortress GB, a Sports Financial Technology company specialising in developing fan engagement portals and innovative tools, I had the opportunity to create and lead the design efforts for the Bold Rewards platform.

As the first full-time design hire, I played a pivotal role in transforming the initial beta version of the portal into a fully-fledged platform, ultimately engaging over 1,000,000 fans and laying the foundations for a team to take the design elements of the portal forward.

Through a blend of creative insight and strategic innovation, I not only shaped the product's vision but also spearheaded efforts to enhance its user experience, driving significant growth and scaling our offerings to meet the evolving needs of our clients and their fanbase.

Warmth Tone

Smart home

Adaptable

Lower Bills

Faster register

Increase Control over devices

Easier device setup

Discovery: Understanding the Landscape

The Challenge

The legacy version of the fan engagement portal presented several challenges:

Non-responsive Design:
The platform was not mobile-friendly, limiting accessibility for a significant portion of users.

Limited Fan Engagement:
With only a few information displays at the beginning, the portal lacked interactive elements to keep fans engaged.
Static Content:
The content was hardcoded, making it difficult to update or personalise for different clubs.
Fragmented Navigation:
Users found it challenging to navigate through the portal, leading to a subpar user experience.

User Pain Points Identified from Legacy Version:

Difficulty accessing the portal on mobile devices.
Lack of interactive features to maintain engagement.
Inability to personalise content for different user segments.

Research Plan Activities:

To address these challenges, the following research activities were undertaken:

Stakeholder Interviews:
Engaged with club managers and internal teams to gather insights.
User Surveys:
Collected feedback from fans to understand their needs and preferences.
Competitive Analysis:
Studied similar platforms to identify best practices.
Usability Testing:
Conducted tests to pinpoint areas of improvement in the user interface and experience.

Defining the Strategy: Redefining Goals and Approach

Updated UX Goals:

Based on the research and insights gathered, I decided to reframed the goals to meet fans expectations and improve overall experience & engagement.

Main Updates:

Mobile-First Design:
Ensure the platform is fully responsive and accessible on all devices.
Enhanced Engagement:
Introduce interactive elements to keep fans engaged.
Personalisation:
Allow clubs to customise content to cater to their unique fanbase.
Scalability:
Design a system that can be easily scaled and adapted for different clubs.

*Key Insight:

Fans desire a platform that not only provides information but also offers interactive and personalised experiences that make them feel valued and connected to their club.

Design Brief:

Develop a modular, scalable, and mobile-first fan engagement platform that offers personalised experiences, interactive features, and seamless navigation to enhance fan loyalty and club operations.

The solution needed to:

Simplify onboarding and device setup processes.
Empower users with easy-to-understand insights into energy consumption.
Help users reduce their energy bills and the stress of managing multiple devices.

Design & Prototyping: Creating an Intuitive Experience

Design System:

A comprehensive design system was developed to ensure consistency and scalability.

Typography & Color Tokens:
Established a cohesive visual language.
Spacing System:
Defined spacing guidelines for layout consistency.
Reusable Components:
Created a library of components such as buttons, status tags, tabs, and cards.
Patterns:
Designed UI patterns for payment overview, reward trackers, point logs, and leaderboards.

Core Design Workflows:

Fan Journey:
From registration to engaging with challenges and redeeming rewards.
Admin Workflow:
Managing campaigns, monitoring user engagement, and updating content.

Key Components Designed:

Loyalty Section:

Points, Challenges, Rewards: Fans can earn points through various challenges and redeem them for rewards.

Rewards Section (Burn Points):

Marketplace

Purchase items using points or money.

Events

Buy tickets to specific events or experiences.

Auctions

Bid on items until the countdown ends.

Raffles

Purchase raffle tickets then a winner is selected.

Wallet Items

Purchased or won items are stored here with status and details.

Challenges Components (Earn Points)

Multiple Punches

Repetitive actions designed as a stamp collection.

Multiple Activities

Completing various distinct actions.

Number Counter

Tracks actions exceeding ten for better UX.

Progress Bar

Tracks milestones towards goals.

Single Action

Complete a single action to finish the challenge.

Badges

Collectible badges to motivate and engage.

Payment Section:

The Payment section utilises a direct authorisation functionality, requiring fans to link their personal payment card with their club-issued fan card.

Once linked, fans can manage their cards with several options: adding additional cards, freezing the current card, or deleting any card. When a card is active, fans can use their credit card at various online or in-store affiliates connected with the club.

This functionality allows fans to earn more points for their spending, both within the stadium grounds and outside, enhancing the overall fan experience.

Additionally, linking the card enables its use across other parts of the portal for purchasing Rewards items, Memberships, and various other essential products that can be used both within the portal and externally.

Card Linking: Fans link their payment card with their club-issued fan card.
Card Management: Add, freeze, or delete cards.
Earning Points: Earn points for spending within and outside the stadium.
Purchases: Use linked cards to buy rewards, memberships, and more.
Offers: Get voucher codes or Discounts for different purchases.

Registration Section:

This section is designed to accommodate various scenarios depending on the specific requirements of each club's Rewards program. However, it typically includes the following key components:

Login Page: Secure access for existing users.
Registration: Comprehensive process for new users.
First-Time User Terms & Conditions: Users must accept terms upon first login.
Kids Registration: Tailored process with parental consent.
Partner Registration: Register using a secret credential received via email.

Interactive Section:

This section is designed to engage fans through a variety of interactive games. It includes the following components: Trivia, Polls, Predictor, Score Predictor, and Pick a Player.
‍
These games are designed to enhance the fan experience by encouraging active participation and offering opportunities to earn points and rewards.

Trivia

Answer questions to earn points.

Polls

Share opinions and see how others responded.

Predictor

Predict match scenarios.

Score Predictor

Predict scores before matches.

Pick a Player

Fantasy game selecting players based on criteria.

Leaderboard

Displays fan rankings based on engagement.

Challenges Components (Earn Points)

Kids Programme Section:

The Kids Section is designed to extend the club's Rewards program to younger fans by allowing adult members to add their children to the program. This can be done either through a free membership or a paid option that includes additional benefits, such as exclusive rewards and special merchandise tailored specifically for kids.

Once added to the program, children gain access to a dedicated portal designed specifically for their age group. This portal offers a similar experience to the adult version but features content and activities that are age-appropriate and engaging for younger fans.

There are various scenarios within this section to accommodate different needs:

Membership Options: Free or paid memberships with exclusive benefits.
Dedicated Portal: Age-appropriate content and activities.
Multiple Children Registration: Add multiple children under one account.
Extended Family and Friends: Register children of friends to encourage broader participation.

User Management Section:

The User Management section is a comprehensive tool that allows fans to visualise and customise various aspects of their membership. It provides a centralised hub for managing personal details, connections, activities, and membership options.

Personal Details: View and update personal information.
Friend and Partner Management: Add and manage partners within the program.
Activity History: Track points, transactions, game participation, and match attendance.
Membership Overview and Upgrades: Review and upgrade membership status.
Shipping Membership Option: Subscribe for free shipping on rewards.
Club Membership Option: Upgrade the membership type to access more functionality and content .

Tools Used:

Figma: For designing and prototyping the entire user journey.
FigJam: For collaborative journey mapping and brainstorming.
Stark: To ensure accessibility compliance with WCAG 2.1 guidelines.

Validation & Iteration: User Testing & Refining the Design

Testing Methodology:

I have iterated on the design using remote usability testing, A/B testing and analytics monitoring.

Usability Testing:
Conducted with a diverse group of fans to gather feedback.
A/B Testing:
Tested different versions of key components to determine effectiveness.
Analytics Monitoring:
Tracked user behavior to identify areas for improvement.

Metrics Measured:

Engagement Rates:
Monitored how often users interacted with each sections individually.
Conversion Rates:
Tracked the number of users completing registration, inviting other friend or family members and how they are making purchases.
User Satisfaction:
Collected feedback through surveys and support channels.

Key Insights:

Increased Engagement:
Interactive elements led to higher user engagement.
Improved Accessibility:
Mobile-first design improved accessibility and user satisfaction.
Enhanced Personalisation:
Customisable content resonated well with diverse user segments.

Delivery, Launch & Outcomes

Handoff Process:

Design Documentation:
Provided comprehensive documentation for developers.
Component Library:
Shared a library of reusable components for consistency.
Collaboration Tools:
Used platforms like Figma and Monday.com for seamless collaboration.

Key Product Results:

Still early stages, but here are some of the main one:

Smarter, more contextual fan experiences powered by personalised offers and AI-driven recommendations led to a significant increase in conversion and spending across membership and merchandise.

68%

Revenue boost

through smarter

Fan Engagement.

68%

Revenue boost

through smarter

Fan Engagement.

68%

Revenue boost

through smarter

Fan Engagement.

By designing a mobile-first rewards system accessible from anywhere, we expanded engagement far beyond match days or physical attendance, helping clubs grow loyal fanbases across countries and time zones.

3X

Growth in Global

Fans outside

the Stadium.

3X

Growth in Global

Fans outside

the Stadium.

3X

Growth in Global

Fans outside

the Stadium.

Fans kept coming back, even during off-peak times, thanks to personalised content, gamified streaks, and always-on features that made the app feel valuable every day, not just on game day.

2x

Higher Retention

even without a

Match Day.

2x

Higher Retention

even without a

Match Day.

2x

Higher Retention

even without a

Match Day.

Through improved UX, social sharing tools, and loyalty mechanics, the platform reached over 1 million fans engaged, driving both satisfaction and continuous participation in fan activities.

41%

Increase in Fan

Engagement and

Satisfaction.

41%

Increase in Fan

Engagement and

Satisfaction.

41%

Increase in Fan

Engagement and

Satisfaction.

What contributed to the Success?

User-Centric Design:
Prioritised the needs and preferences of end-users.
Scalable Architecture:
Built a system adaptable to various clubs and fanbases.
Continuous Improvement:
Regularly updated the platform based on user feedback and analytics.