Enhancing the Fan Experience
The Seattle Seahawks mobile app serves as a direct connection between the team and its fans, offering features like real-time stats, ticketing, and exclusive content. Despite these robust offerings, engagement data and fan feedback revealed significant friction points, prompting a comprehensive review and redesign of critical app features.
Quick Overview
The Seattle Seahawks mobile app serves as a direct connection between the team and its fans, offering features like real-time stats, ticketing, and exclusive content. Despite these robust offerings, engagement data and fan feedback revealed significant friction points, prompting a comprehensive review and redesign of critical app features.
Mobile App Design
Focusing on Feature Refinement and Strategy
Duration
3+ Weeks
My Roles
UX/UI Designer, Researcher
Tools
Figma, Miro, Photoshop, Slab, Formstack
Research & Discovery
To gather actionable insights, we met fans where they were—tailgating on game day. Observing app usage in real-time and conducting on-the-spot interviews allowed us to identify challenges as they occurred. This immersive approach provided a holistic view of the fan journey, from the initial download to feature adoption during high-pressure, time-sensitive moments.
Key Findings:
Onboarding Gaps: Fans described the setup process as confusing and time-consuming, often abandoning it before fully experiencing the app's features.
Notification Customization Issues: The process for managing alerts lacked clarity, making it difficult for fans to stay connected to the updates they valued most.
Feature Awareness: Many users were unaware of some of the app's most valuable functionalities, suggesting a need for improved guidance and feature promotion.
The Solution
Our redesign efforts focused on two critical areas: onboarding and notification management.
Onboarding Overhaul: We streamlined the process to eliminate friction, creating a more intuitive flow that guided fans through app setup and introduced them to its core features.Personalized
Notifications: The notification settings were rebuilt to allow fans to easily customize their alerts, ensuring they received timely updates tailored to their preferences.
Feature Highlighting: New in-app messaging and onboarding prompts showcased lesser-known features, increasing awareness and usage.
Each decision was guided by the expressed needs, desires, and frustrations of Seahawks fans, ensuring the redesign directly addressed their pain points while enhancing their overall experience.
Low Fidelity Sketches
Mid Fidelity - Create Account
High Fidelity - Create Account
Mid Fidelity - Customizing Notifications
High Fidelity - Customizing Notifications
The Impact
The redesigned app received a positive reception from fans, who found it easier to use and more tailored to their needs. Engagement with key features, such as profile creations and customized notifications, increased significantly, validating the design choices and reinforcing the value of the mobile app as a central tool for Seahawks fans.
The Seahawks mobile app transformed into a seamless and engaging digital companion by prioritizing fan feedback and focusing on usability. It enhanced the game-day experience and strengthened the connection between the brand and its 12s.
