Industry
Sports
Client
Leicester City Football Club
Increasing Account Engagement by 32.76%
Overview
Problem
Our membership programme had no way for fans to access their benefits and rewards. This meant that fans were frustrated with a lack of return on their investment.
Solution
I developed an update for our account area. This included segmented versions of the account page for each type of membership. I included access to all benefits and rewards, including competitions, content and rewards. Upon release we saw a 32.76% in sessions across the account page.
Providing Access For All Members
During this project I was responsible for the design, prototyping and implementation of our membership views to the account page. I also worked closely with our digital technical specialist, SeatGeek and YinzCam to create a SSO that would allow us to update segmentation data for fans as they purchase memberships, automating the surfacing of relevant benefits & Rewards.
Key Details
Creating a Custom Single Sign-On Service
Throughout this task I worked closely with our third party providers SeatGeek and YinzCam to develop an SSO service. This allowed us to create segmentations using data from SeatGeek. This automated segmentation updates and allowed us to surface content to members after they upgrade their account.
Utilising Segmentation and Targeting to Facilitate Automation
Using the segmentation data I created several versions of our account page. Each membership type has a unique set of benefits and rewards, with content and competitions launching each month. I am responsible for this content and ensuring it is surfaced to our fans, through the use of targeting I am able to automate this process, ensuring all content and competitions are available to each member type.
Changing how Fans Interact with our App
Launching memberships within our app has changed how fans interact with our app. Since launch we have seen a 32.76% increased in sessions across our account page, which is having a positive impact across all KPIs.
