Research, Design, and Usability Testing to create the Sounders’ MatchPass loyalty rewards program.
Blink was selected by the Sounders to conduct User Research, Interaction Design, Visual Design and Usability Testing to create the Sounders’ first MatchPass loyalty rewards program and website. As part of the User-Centered Design process, two research studies were conducted during the project. The first was a user research study in which Blink UX interviewed Sounders FC fans in Blink’s research labs as well as on the streets before and after games. The objective of the research was to understand what types of experiences fans valued the most and how those experiences could be integrated into a rewards program that would appeal to season ticket members. Following the Interaction and Visual Design phases, a usability study was conducted in Blink’s Seattle labs. During the sessions, Sounders FC season ticket members were observed and video taped, performing key tasks on the interactive prototype of the Rewards Program site. The goal of the study was to validate the site’s interaction and visual design, and look for ways to fine tune and improve the overall user experience of the site and program. After analysis and design recommendations were presented to the Sounders FC front office, Blink revised the prototype, incorporating the end-user feedback into a rock solid design.
Very few professional sports franchises have made this kind of effort to understand what their fans really want. We loved working with the Sounders because they are truly a user centered organization. We literally had researchers onsite at a Sounders game interviewing real fans to better understand the types of experiences they most value. We take a highly integrated and scientific design approach that is centered on extensive end-user research. Because of this, we were able to create one of the most innovative loyalty programs in all of sports, and we’ve been overwhelmed by the positive response from the fans since its unveiling.