Winnipeg Jets

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.

The Problem

As the product designer on the Winnipeg Jets app, the core challenge 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.

Designing for every kind of fan

The challenge was to create an experience that could work for everyone, from hardcore fans who live and breathe the team to casual supporters who might only engage on game day. We needed to connect digital interactions with real-world fan experiences, while keeping a feature-rich app feeling simple and approachable.

The experience also had to make progress, points, and rewards easy to understand, with a reward system that felt valuable to both VIP and everyday fans. Layering in Winnipeg’s local identity added another opportunity to make the experience feel authentic and connected to the community, without overwhelming users with too much information or too many competing actions.

The Solution

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.

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