Enhancing Fan Experience - Miami Barracudas*
OVERVIEW
The Miami Barracudas aimed to transform their mobile app to better serve their diverse fanbase. Fans expressed frustrations about difficulty finding content, navigating the stadium, managing tickets, parking, and accessing personalized experiences. By conducting user research and identifying key fan personas, the Barracudas designed a more intuitive, engaging, and tailored digital experience—leveraging AI and AR to enhance game day for all attendees.
Product Design
Visual Systems
Role: Sr. UX Designer
Company: Catalyst Design
*Conceptual project showcasing real UX problem-solving.
THE CHALLENGE
Fans were leaving less than positive comments on social media about their game day experience, specifically citing frustration with the Barracudas mobile app. Many struggled to find the content they wanted, while others found navigation cumbersome and time-consuming. Some fans wanted exclusive access and real-time stats, while others sought family-friendly features or interactive experiences. Recognizing these issues, we needed to understand the fans better and create a solution that catered to their varying needs.
OBJECTIVE
The objective of this project is to create a personalized, intuitive mobile app experience for the Miami Barracudas fans by addressing the varying needs of different fan personas. This includes providing tailored content, streamlined navigation, and engaging features that enhance the overall game day experience. By focusing on user feedback and persona-driven solutions, the goal is to reduce frustration, improve satisfaction, and boost engagement both before, during, and after the game. Additionally, the Barracudas aim to foster a deeper connection with their fans, building loyalty and excitement through a more dynamic, user-centric app.
PROCESS
User Research & Interviews – Conducted in-depth interviews with a diverse group of fans to understand their pain points, expectations, and ideal mobile experience.
Empathy Mapping – Documented what fans say, think, do, and feel to uncover frustrations and motivations.
Persona Development – Identified four key fan types with unique needs:
– All–Star Parent – Seeks a stress-free, family-friendly experience.
– Super CudaFan – Wants exclusive content and real-time updates.
– Fantasy Fanatic – Needs in-depth player stats and injury reports.
– Rookie Fan – Prefers an engaging, easy-to-navigate experience.
Experience Mapping – Analyzed each persona’s journey before, during, and after the game to pinpoint opportunities for improving usability, content delivery, and engagement.
THE SOLUTION
Based on these insights, the Miami Barracudas redesigned their mobile app to deliver a personalized, streamlined, and engaging experience for all fan types. Key improvements included:
Personalized Dashboards – Tailored content based on fan preferences (stats, exclusive content, or game-day logistics).
Simplified Navigation – A more intuitive interface with quick access to schedules, seating, parking, and concessions.
Real-Time Updates – Enhanced live stats, injury reports, and team news for die-hard fans and fantasy owners.
Family-Friendly Features – Easy-to-find kid-friendly activities, family discounts, restrooms, and concessions for parents.
Engaging Content – Interactive stadium experiences, trivia, and beginner-friendly football explanations for casual fans.
AI-Powered Chatbot – An in-app virtual assistant answers questions in real time, helping fans quickly find seating, concessions, parking details, and more.
AR Stadium Enhancements – Augmented reality overlays provide wayfinding assistance, allowing fans to scan their surroundings with their phone camera and see real-time directions to restrooms, food vendors, their seats, and “Barry” the team mascot.
OUTCOME & IMPACT
Improved User Satisfaction – Fans reported an easier, more enjoyable experience using the app.
Higher Engagement – Increased participation in interactive features and exclusive content.
Reduced Complaints – Fewer negative social media comments about app usability.
Enhanced Fan Loyalty – A more personalized, frustration-free experience strengthened connections with the team.
By putting fans at the center of the redesign process and leveraging AI and AR technologies, the Miami Barracudas successfully transformed their mobile experience, making game day more immersive, seamless, and enjoyable for every fan type.
