OVERVIEW / 01
Designing with fans, for fans - my role in shaping the Winnipeg Jets app
To celebrate thirty years of fan dedication, the Winnipeg Jets set out to build a loyalty app shaped by real community input.
Before starting the design process, the team gathered feedback through interviews and a 2,500-response survey. I created rapid low-fi prototypes based on this input, which we tested directly with fans to validate ideas and refine features early.
This approach helped us align the team around a shared understanding of fan priorities, clarify which features brought the most value, and validate our design decisions early in the process. By grounding the work in real feedback and iterating quickly, we were able to cut through assumptions, stay focused on what mattered most, and ultimately design an app that felt authentic, rewarding, and easy to use for both loyal fans and newcomers alike.
PROBLEM / 02
As a product designer on the Winnipeg Jets app, the core problem was to translate a rich and ambitious loyalty strategy into a clear and motivating experience for all fans
The Jets 360 program was designed to reward fans not just for attending games, but for embracing the spirit of Winnipeg. Whether it meant checking in at local landmarks, playing hockey at community rinks, or answering trivia questions, the goal was to create a deeper connection between the team and its city. With such a wide range of interactions and multiple fan types to support, we needed a system that could scale in complexity while remaining easy to use.
Design challenges
Support different fan types (hardcore and casual)
Connect digital and real-world actions
Keep the experience simple despite many features
Make progress and rewards easy to understand
Balance rewards for VIP and general fans
Reflect Winnipeg’s local identity
Avoid overwhelming users with too much info
SOLUTION / 03
To address this, I focused on early rapid prototyping. Before committing to final designs, I created wireframes and mind maps that mapped out how fans would earn "pucks," track progress, and understand how to level up.
These prototypes were tested with real fans to answer key questions:
Would fans understand how to earn and redeem "pucks"?
Was the distinction between VIP and general rewards clear?
Did the experience feel accessible to casual and non-sports fans?
Through this iterative approach, I helped identify pain points such as unclear reward logic and adjusted the design to highlight the most relevant actions at each step.
By simplifying the loyalty experience and tailoring it to real fan behaviors, I helped transform a complex strategy into a welcoming and community-centered experience.
Rating: 4.3 ★
Low friction reward actions such as checking in at outdoor games, visiting community rinks, or exploring Winnipeg landmarks were intentionally designed to boost participation and drive fan acquisition by making engagement feel natural and rewarding. These everyday interactions helped turn casual fans into active participants in the Jets’ ecosystem.
At the same time, exclusive features available only to season seat holders elevated their experience and reinforced their value to the organization. By combining accessible engagement with premium loyalty benefits, the program strengthened the overall fan journey, improved long-term retention, and deepened the emotional connection to the team.
Impact
49k Users | 67k Challenges | 122k Pucks |
|---|---|---|
Downloaded app since launch in 2022 | Completed in less than 2 months | Earned by completing challenges |
