Detroit Tigers Digital ID App
Role: UX Designer & UX Researcher
Duration: 3 hours
Objective:
Design a mobile experience that increases season ticket holder renewal rates by offering a VIP-style digital ID. The app enhances the fan experience at Detroit Tigers games through perks like advance parking updates, exclusive discounts, pregame access, and social sharing features.
My Goal:
To create 3–5 low-fidelity wireframes that clearly communicate a streamlined, value-driven experience for season ticket holders—focusing on usability, fan delight, and retention.
01
Key Features
These were the required features the client requested
Parking availability notifications
In-app discounts for concessions and merchandise
VIP dugout access display
Social badge/sharing experience for “bragging rights”
02
Methodology
I divided my work into 5 phases:
Conducted light user research to hypothesize what features drive fan engagement.
Create user flow to define the pages needed and user choices'
Created low-fidelity wireframes focused on a single, scrollable main view experience.
Mapped out core user interactions and crafted memorable UX moments.
Prioritized clarity, utility, and mobile-first usability in the layout.
03
User Flow & Low Fidelity Wireframes
Before diving into wireframes, I created a structured user flow to map out the major feature sets prioritized by the client. This flow helped visualize how users would engage with the app and ensured the core experience aligned with both business goals (renewals) and user needs (perks, convenience, bragging rights).
I broke the experience down into four key user journeys based on the features outlined in the design brief:
Advance Notice of Parking Availability
Users check parking availability → reserve a spot → receive confirmation.
Discounts at Concessions and Gift Shop
Users place a food/gift order → pay via digital ID or mobile → receive order confirmation.
Pregame Dugout Access
Users check for access availability → reserve → receive digital tickets.
Bragging Rights + Social Sharing
Users accumulate points → share updates or exclusive news via a club feed or social platforms.
These flows focus on minimizing friction and maximizing value delivery, making it easy for fans to feel rewarded and connected throughout the game-day experience.
Using the user flow as a foundation, I translated each step into low-fidelity wireframes to explore interaction patterns and layout logic without getting distracted by visual details. My goal was to:
Create a seamless single-screen experience using vertical scrolling.
Incorporate modular components for each feature set (e.g., Parking card, Order Discount tile, Dugout Access badge).
Embed key interactions like checking availability, tapping to reserve, scanning QR codes, and posting to a social feed.
Each frame reflects a distinct moment in the user journey, optimized for quick decision-making and a VIP feel.
The final deliverable includes these screens showcasing:
Home Hub: Personalized dashboard with next game info, membership status, and quick-access tiles (parking, shops, dugout).
Parking Flow: Book-by-spot interface with lot availability, time selection, and digital pass confirmation.
Dining & Deals: VIP-only offers with mobile ordering and in-app deal redemption.
Fan Cam & Social Sharing: Upload selfies, join a leaderboard, and post experiences, tying into bragging rights.
Pregame Dugout Access: Tap-to-reserve interface with group ticketing and mobile wallet integration.
04
Next Steps
Conduct usability testing to validate layout and interaction flow.
Build high-fidelity mockups with Detroit Tigers branding.
Prototype and test the digital ID integration with wallet/passbook.
Explore gamification features (e.g. points leaderboard, badges) to increase social engagement.
