Madison Square Garden • Entertainment
Madison Square Garden • Entertainment
MSG Perks, a Rewards System
MSG Perks, a Rewards System
Created a rewards system on MSG mobile app to to strengthen fan connections and attract new users.
Created a rewards system on MSG mobile app to to strengthen fan connections and attract new users.
B2C
0 TO 1
GAMIFICATION
MOBILE APP
ROLE
ROLE
Solo UX Designer
Solo UX Designer
TEAM
TEAM
1 PM, 2 Engineers
1 PM, 2 Engineers
YEAR
YEAR
2020
2020
CONTEXT
CONTEXT
Madison Square Garden Company (MSG) Impeded By COVID-19
Madison Square Garden Company (MSG) Impeded By COVID-19
Madison Square Garden Company (MSG) Impeded By COVID-19
During the COVID-19 pandemic, 90% of Madison Square Garden’s venues closed, including NBA and NHL games, due to health restrictions. With fans unable to attend in person, MSG lost a large portion of its customer base. By Q1 2021, revenue had dropped 91.9% compared to the previous year.
During the COVID-19 pandemic, 90% of Madison Square Garden’s venues closed, including NBA and NHL games, due to health restrictions. With fans unable to attend in person, MSG lost a large portion of its customer base. By Q1 2021, revenue had dropped 91.9% compared to the previous year.
PROBLEM
PROBLEM
How to strengthen connections with existing fans and acquire new customers?
How to strengthen connections with existing fans and acquire new customers?
How to strengthen connections with existing fans and acquire new customers?
Stakeholders sayings from MSG
With single-game buyers gone and live events on hold, MSG needed a way to stay connected with fans during COVID-19. The goal was to create a quick solution that worked in the long term while also building lasting fan engagement and loyalty.
With single-game buyers gone and live events on hold, MSG needed a way to stay connected with fans during COVID-19. The goal was to create a quick solution that worked in the long term while also building lasting fan engagement and loyalty.
SOLUTION QUICK LOOK
SOLUTION QUICK LOOK
MSG Perks, a rewards system
MSG Perks, a rewards system
MSG Perks, a rewards system
DESIGN PROCESS
DESIGN PROCESS
Market Research
Market Research
During the pandemic, external factors like public health concerns, lower disposable income, and shifting customer behavior led to revenue loss.
During the pandemic, external factors like public health concerns, lower disposable income, and shifting customer behavior led to revenue loss.
Analyze User Data
Analyze User Data
From 163 survey responses, 91% of customers preferred digital-first experiences and 79% wanted stronger rewards, while only 28% were open to in-person activities.
From 163 survey responses, 91% of customers preferred digital-first experiences and 79% wanted stronger rewards, while only 28% were open to in-person activities.
Business Quick Win
Business Quick Win
We evaluated solutions against resources, time, and budget. A loyalty rewards program was identified as the quickest, most impactful option.
We evaluated solutions against resources, time, and budget. A loyalty rewards program was identified as the quickest, most impactful option.
User Interview
User Interview
I interviewed 6 customers across loyalty tiers to learn their needs, goals, and frustrations with the rewards system.
I interviewed 6 customers across loyalty tiers to learn their needs, goals, and frustrations with the rewards system.
Journey Map
Journey Map
The journey map highlighted key issues: rewards were hard to find, inefficient, and lacked clear tiers.
The journey map highlighted key issues: rewards were hard to find, inefficient, and lacked clear tiers.
Ideation Process
Ideation Process
I turned research into 20 “How Might We” questions, generated 15+ ideas, storyboarded 8 scenarios, and selected 4 features to move forward.
I turned research into 20 “How Might We” questions, generated 15+ ideas, storyboarded 8 scenarios, and selected 4 features to move forward.
Restructure Information Hierarchy
Restructure Information Hierarchy
I restructured the MSG Perks information architecture, prioritizing features like loyalty balance, referrals, and featured rewards to improve clarity and navigation.
I restructured the MSG Perks information architecture, prioritizing features like loyalty balance, referrals, and featured rewards to improve clarity and navigation.
PROTOTYPE
PROTOTYPE
Rewards Tiers
Structure three rewards tiers from Bronze, Silver to Gold
Structure three rewards tiers from Bronze, Silver to Gold
Structure three rewards tiers from Bronze, Silver to Gold
We set up a three-tier rewards system, Gold, Silver, and Bronze, based on points. Gold is for loyal customers (1001+), Silver for occasional attendees (301–1000), and Bronze for new members (0–300).
We set up a three-tier rewards system, Gold, Silver, and Bronze, based on points. Gold is for loyal customers (1001+), Silver for occasional attendees (301–1000), and Bronze for new members (0–300).
Loyalty Balance
Combination of Loyalty Card and Branding Guideline
Combination of Loyalty Card and Branding Guideline
Combination of Loyalty Card and Branding Guideline
To make rewards clear and accessible, I designed digital loyalty cards inspired by bank cards. Each card displays a customer’s points, tier, and balance, using MSG’s logo and brand colors for a personalized and recognizable look.
To make rewards clear and accessible, I designed digital loyalty cards inspired by bank cards. Each card displays a customer’s points, tier, and balance, using MSG’s logo and brand colors for a personalized and recognizable look.
Loyalty Balance
Loyalty Balance
Three customized types of loyalty card
Three customized types of loyalty card
Three customized types of loyalty card
Based on the idea of bank-style cards and MSG’s branding, I designed three loyalty cards for the different rewards tiers.
Based on the idea of bank-style cards and MSG’s branding, I designed three loyalty cards for the different rewards tiers.
Refer Friends
Encourage existing fans to invite new customers
Encourage existing fans to invite new customers
Encourage existing fans to invite new customers
One key business goal was to bring in more customers. In this case, we encouraged existing fans to invite friends and rewarded them with points when referrals joined.
One key business goal was to bring in more customers. In this case, we encouraged existing fans to invite friends and rewarded them with points when referrals joined.
First Iteration
The first version of “Refer Friends” was a simple button. Customers could click it to invite friends or family to join the rewards program.
The first version of “Refer Friends” was a simple button. Customers could click it to invite friends or family to join the rewards program.
Final Iteration
User testing showed that 80% of people overlooked the feature or weren’t sure how to use it. To fix this, I redesigned it with a clearer title and a “Share Invite Code” button, making the function more visible and easier to understand.
User testing showed that 80% of people overlooked the feature or weren’t sure how to use it. To fix this, I redesigned it with a clearer title and a “Share Invite Code” button, making the function more visible and easier to understand.
Offer For You
Offer For You
Exclusive rewards for each loyalty tier
Exclusive rewards for each loyalty tier
Exclusive rewards for each loyalty tier
To make fans feel valued, Offer For You provides customized rewards based on loyalty levels. During the pandemic, we also introduced more attractive offline rewards to keep fans engaged.
To make fans feel valued, Offer For You provides customized rewards based on loyalty levels. During the pandemic, we also introduced more attractive offline rewards to keep fans engaged.
First Iteration
The first design clearly displayed special offers so users could easily understand and redeem them right away.
The first design clearly displayed special offers so users could easily understand and redeem them right away.
Final Iteration
User testing showed fans wanted more details, like expiration dates and redemption rules. They also found endless swiping frustrating, so I added a “See All” option to let them view all rewards at once.
User testing showed fans wanted more details, like expiration dates and redemption rules. They also found endless swiping frustrating, so I added a “See All” option to let them view all rewards at once.
Featured Rewards
Featured Rewards
Rewards related to MSG Partnerships
Rewards related to MSG Partnerships
Rewards related to MSG Partnerships
To promote MSG partner rewards, I designed a section that highlights details directly in the interface.
To promote MSG partner rewards, I designed a section that highlights details directly in the interface.
First Iteration
The first version showed partners like TAO Group, Delta, and Chase with basic labels such as “Transfer points to coupon” or “Transfer points to miles.”
The first version showed partners like TAO Group, Delta, and Chase with basic labels such as “Transfer points to coupon” or “Transfer points to miles.”
Final Iteration
Testing revealed users wanted clearer details on redemption. I added short descriptions (e.g., “Earn $10 from 100 points”) to make rewards easier to understand.
Testing revealed users wanted clearer details on redemption. I added short descriptions (e.g., “Earn $10 from 100 points”) to make rewards easier to understand.
SOLUTION
SOLUTION
Hi-Fi Mockup for main interfaces
Hi-Fi Mockup for main interfaces
Hi-Fi Mockup for main interfaces
Integrating all features to MSG Perks
Integrating all features to MSG Perks
Integrating all features to MSG Perks
RESULT
RESULT
The design received very positive feedback from users and stakeholders
The design received very positive feedback from users and stakeholders
The design received very positive feedback from users and stakeholders
Scheduled for release in September 2021, it’s expected to boost customer engagement and retention through continuous usability testing and improvements.
Scheduled for release in September 2021, it’s expected to boost customer engagement and retention through continuous usability testing and improvements.
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