THE TORONTO RAPTORS

RE-IMAGINING THE OFFICIAL APP

ROLE

DUTIES

TOOLS

TIMELINE

User experience design, user researcher

Prototyping, interaction design, user research

Figma, Optimal Workshop, Figjam, Google Meet

5 weeks

PROBLEM

The Toronto Raptors are the 6th biggest market sized team in the NBA.  With fans spanning all over Canada and the world, in what ways can the team increase reach and engagement for fans inside the arena and outside?  Not too many Raptor fans own the app, and those that do commonly do not find much use in the app.  By making improvements and adding extra functionalities, we can increase the amount of time a user will spend on the app, which will ideally lead to more sales via tickets, merchandise, and through the concession stand. With their 30 year anniversary happening, it would be a great time to make some overall improvements.

goals

The current Toronto Raptors app is definitely well made, and possibly the best NBA app on the market. I still believe there is still room for improvement on certain aspects that can enhance the experience for the fans. Making the POV (Point of View) and HMW (How Might We) statements below make way for the direction I want to take to take the current app to the next level.

POV

I'd like to explore ways to help the user by creating features that keep fans engaged with the Toronto Raptors app, ensuring it's not just a download but a daily habit.

I'd like to explore ways to help the user by integrating seamless in-app functionalities that increase fan interaction and drive ticket, merchandise, and concession sales.

I’d like to explore ways to help the user by making their in-game experience more entertaining during breaks, and to help mitigate fans missing out on important live moments.

HMW

HMW create an interface that is not cluttered and easy to navigate, while still offering all the necessary information about the team and arena?


HMW find ways to keep users engaged and loyal to the team through in app functionalities? 

HMW build new features that could keep users happy and entertained during breaks during a game?


HMW help fans with potentially missing in game action because of having to get food or going to the washroom?

solution

The goal is to improve the app in ways that will lead to more app downloads which can increase team sales and brand loyalty. I intend to do this by working on both the current apps strengths and weaknesses. A big focus will be on the in game experience since the current app does not focus too much on that aspect.

research methods and planning

competitive analysis

Before redesigning the Raptors app, I explored other NBA team apps to understand what worked well and what didn't. I paid special attention to the Raptors' own app, looking for areas that felt lacking or frustrating. This exploration showed me where improvements could make the app more useful and exciting for fans.

PROS

  • Beautiful, modern layout on the home page

  • Plenty of content available in the hamburger menu

PROS

  • Customer support is easy and quick to find in ticket management

  • Ability to customize and personalize your feed

PROS

  • More emphasis on in arena activity compared to the other two apps

  • Very modern and sleek interface throughout the platform

  • No obnoxious ads

CONS

CONS

To shape an app fans would love, I talked to other sports fans to understand what frustrated them about team apps. I learned about their struggles with digital and live-event experiences and where these fell short of their expectations. These insights became the foundation for designing solutions that would make the Raptors app feel intuitive and fan-focused.

  • 1) Do you currently use an app for any sports team?  

    1a) If yes, what were the motivators to you getting the app in the first place?  

    1ab) On a scale of 1 to 5 (1 being the worst and 5 being the best) how would you rate your experience with the app?  And please explain why you gave the rating you did

    1ac) What are features that you love about the app?

    1ad) What are some frustrations you have with the app?

    1ae) Whats a feature that you feel would enhance your experience on the app?


    1b) If no, are there any particular reasons why you don’t have an app for any sports teams?  What would be something that could persuade you to download and use one of the apps?


    1ba) How important is community when it comes to cheering for your favorite sports team?  Do you engage with other fans, and what platforms do you use to do that engagement


    1bb) What kind of community-building features would you find valuable in an app designed for fans?


    1bc) What type of incentives or rewards would make you feel more valued as a fan if it was added to an app?


    1bd) What kind of features would you expect a sports team app to have to keep you using it daily or as much as possible

  • 1) What would you say are the pros and cons between the difference between going to a sporting event in person versus watching it at home?


    2) What are your favorite things to experience when seeing a game in person?


    3) What are some things you dislike when attending a game?


    4) Do you feel like there could be something digitally through your phone that could possibly elevate your experience in game?


    5) Can you describe a situation where real-time updates on amenities would have significantly improved your game-day experience?


    6) What kind of information do you seek out before attending an event, and what platforms do you use to find such information?


    7) What types of interactive experiences do you find most engaging during live events, and why?


    8) In what ways could an app help you feel more connected to the game and the team while you're at the arena?


    9) How do you typically spend your time during breaks in the game, and what app features could make those moments more enjoyable?


    10) Can you describe a memorable experience you've had at a sports event and how an app could have enhanced it?

  • Mobile ticketing is done outside of the app

  • Lots of ads

CONS

Interview guide

Plenty of frustrations towards attending games and being a fan of a team seemed like it won’t be able to be fixed solely by improving the app.  With that being said, there is still a chance to aid a bit of those frustrations with minor improvements.  At the end of the day, all users were not fully satisfied with the app and barely use it, so there must be ways to increase the engagement.  Getting freebies was mentioned a lot, and I understand that the organization can’t consistently give away tons of prizes all the time, but if fans had to really work for it (reaching a certain amount of loudness of cheering) maybe it’ll be more worth it to the team to do so.  I think instead of doing an entire overhaul of the app, making some quality of life changes on the app and adding new intuitive features will be the most realistic approach to bump up the amount of usage that people would have with it.

research reflection

  • Interface feels outdated and bland

  • Not many options in the hamburger

  • Many options take you outside of the app

  • Can’t personalize the feed

  • Has live chat, but no active forums

  • No special features for in game entertainment

Interview findings

  • 4/5 participants own some type of sports team app (Specifically all 4 owned the Raptors app)

  • Out of the 4 participants that owned the app, 3 out of the 4 mentioned having it because of ticket management to game

  • Out of the 4 participants that owned the app, 2 out of the 4 mentioned that they feel like the home page is cluttered

  • 5/5 participants felt like community is important in regards to cheering/supporting a sports team

  • 5/5 participants would love to see exclusive discounts/giveaways for tickets and merchandise on the app

  • 3/5 participants mentioned washroom usage at one point in their interviews

  • 4/5 participants mentioned a paint point directed towards concession stands

  • 5/5 participants mentioned the energy of the crowd inside the arena is one of the best parts of being at a game (also there being poor energy is a big con when attending as well)

key suggestions

  • A system to have concessions stand items delivered to your seat

  • Trivia or interactive games on your phone linked to the  jumbotron 

  • Selfie cam with filters that can be linked to the jumbotron

  • Information on how busy certain washrooms are 

  • A timer that tells you how long it’ll be until tipoff and when halftime is over

  • In app opportunities to get your seat upgraded 

  • Information prior to a game (parking info, what you can and can’t bring inside the arena, 

  • Interactive box score updates 

  • Decibel reading for crowd loudness to help encourage more cheering 

  • Ability to listen to commentary 

  • Season Ticket Holder information

RESEARCH SYNTHESIS

I sorted through all the research data to find common patterns and key takeaways about what users want and need. This helped pinpoint the main areas to focus on and shaped the direction of the design. By pulling it all together, I made sure the platform was built to serve Raptor fans the best I could

AFFINITY MAP

Organizing the responses from interviews, I spotted recurring frustrations, wishes, and attitudes fans had about the sports experience. Seeing these themes helped me understand which areas needed the most attention and would make the biggest difference. It guided my choices to make sure the app matched what real fans wanted and needed.

USER PERSONA

After learning about fans' needs and preferences, I built a persona that represented the typical Raptors app user. This persona helped keep the focus on the motivations and expectations that mattered most to fans like me. With this guide, I could ensure the app felt tailored to the people it was made for.

prioritization and flows

With research completed, I could now focus on the project goals, choosing features that would genuinely benefit fans like me. I prioritized elements that would make the app engaging and easy to use, reflecting the real ways fans interact with it. This process ensured that every feature added to a more seamless and enjoyable Raptors experience.

project goals

I focused on clearly defining the project's goals, including business, user, and technical objectives, to ensure a balanced approach. Understanding these goals helped me see how they interconnect and support a better overall experience. This clarity guided my design process, ensuring every decision aligned with the needs of users.

feature set

I prioritized the features necessary for the app's launch, focusing on those that would deliver immediate value to users. By distinguishing between essential and secondary features, I ensured the initial experience would be smooth and engaging. This strategic approach laid the groundwork for future updates, allowing for continued improvement based on user feedback and needs.

site map

I created a site map to clearly outline the organization of all the app’s features. This visual representation helped ensure that each feature had a logical placement, making navigation intuitive for users. By mapping out the structure, I aimed to enhance the overall user experience and streamline access to essential functions.

user flow

I developed a user flow to illustrate the interaction with the key feature of “To-Your-Seat” delivery. This flow highlighted each step a user would take, from placing an order to receiving their items directly at their seat. By mapping this process, I ensured that the experience was seamless and intuitive, allowing users to enjoy the convenience of ordering without disrupting their game experience.

Initial wireframes and branding

With all the groundwork in place, I began creating wireframes to visualize the app's layout and functionality. Initial user testing allowed me to gather feedback on these wireframes, revealing areas for improvement and validating design choices. This iterative process ensured that the app evolved based on real user input, ultimately enhancing the overall experience.

low fidelity wireframes

With all the groundwork in place, I began creating wireframes to visualize the app's layout and functionality. Initial user testing allowed me to gather feedback on these wireframes, revealing areas for improvement and validating design choices. This iterative process ensured that the app evolved based on real user input, ultimately enhancing the overall experience.

Mood Board

I developed a mood board to capture the inspiration behind the design decisions for various parts of the app. This visual collage included color palettes, typography, imagery, and styles that aligned with the brand identity and user expectations. By consolidating these elements, I ensured that the app's aesthetic would resonate with users and create a cohesive experience throughout.

STYLE TILE AND UI KIT

I created a style tile and UI kit to outline the essential assets and design decisions for the app. This included defining colors, typography, buttons, and other interface elements to establish a consistent look and feel. By organizing these components, I ensured that the app's visual language was cohesive and user-friendly, streamlining the design process for future development.

HIGH FIDELITY MOCKUPS

I enhanced the low-fidelity wireframes by integrating branding elements and the UI kit, preparing for the first round of user testing. My primary focus was on evolving the in-game experience, aiming to provide compelling reasons for users to download and engage with the app during games. Recognizing that statistics and roster information are widely available on other platforms, I targeted a unique feature exclusive to this app, ensuring it offered something special that fans couldn’t find elsewhere.

FOOD DELIVERY

One of the most requested features during user interviews was a reliable food delivery service directly to the seat, highlighting the need for this functionality. Given its importance, I placed a strong emphasis on ensuring the process was straightforward and efficient for users. The goal was to streamline the ordering experience, making it quick and hassle-free so that fans could enjoy their food without missing any of the action.

IN GAME COMMENTARY

A common pain point identified by attendees of live games was the absence of commentary to enhance their experience. Introducing in-game commentary addresses this issue by bringing the strengths of watching from home to the live game environment. This feature offers fans valuable insights and context, transforming one of the typical drawbacks of attending games into an engaging and informative experience.

TIMEOUT TRIVIA

Another frustration expressed by users attending games was the lack of activities during timeouts and commercial breaks. To address this, I introduced an interactive trivia feature that not only keeps fans engaged but also offers opportunities to win free merchandise—a much-loved incentive mentioned frequently during interviews. This addition enhances the overall game experience, ensuring that fans remain entertained and connected even during pauses in the action.

USER TESTING

success metrics

To ensure the design effectively addressed users' needs while engaging with the Raptors, I shared a prototype of the app for hands-on testing. Users were assigned specific tasks, providing feedback that highlighted usability issues, suggested adjustments, and their thoughts on the proposed features. In the end, this testing revealed that users found the prototype enjoyable to interact with and validated that the features generally met or even surpassed their expectations.

  • User has a high click success rate, and finds the tasks simple and straightforward

  • User is able to quickly go through the steps and prompts of the task 

  • User feels like the app experience is as comfortable as it’d be on other applications

  • User doesn’t find any frustration or has any confusion during the process

results

  • All participants didn’t feel like anything was out of place

  • The task of ordering food for delivery would take 40 seconds, if you knew every step to take without having to reread the instructions and made zero click mistakes.  The average time of completion from the 5 test users was 65 seconds, with the quickest participant finishing in 50 seconds and the slowest participant finishing in 75 seconds.  When asking the slowest participant what road blocks they faced, they mentioned that they misread a part of the instructions and had to go back to fix the issue.

  • When asking what “Fan Experience” function users were most excited about, here were the voting results, with there being 10 votes being available among the 5 participants….

    Food Delivery - 5 votes

    Timeout Trivia - 1 vote

    In Game Commentary - 1 vote

    Seat Upgrades - 3 votes

    Raptors Selfie Cam - 0 Votes

suggestions

  • Home button in the bottom navigation was not working for on some pages

  • Arena button in the bottom navigation was missed on a couple first tries

  • Seat view on the Seat Upgrade button working would be a nice addition

  • 2 users noticed they could order negative amounts of food 

  • 1 user was curious to see what the community tab entailed

iterations

Overall, users found the prototype to be quite strong. Aside from some minor glitches, one of the most feasible suggestions was to enhance the Seat Upgrade function by including a seat view feature. This addition would allow users to visualize what their view would be like from the upgraded seat, making the decision process clearer and more informed.

Seat upgrades

The last feature included would be the ability to upgrade your seat in game. This helps the organization make more sales from seats that are empty, and gives the fan a chance to get a better deal to sit somewhere they have not before. With the suggestion from testing, the user can now see a preview of the view from the seat they to upgrade to.

conclusion

Revamping an app isn’t solely about a complete overhaul; it’s essential to recognize and retain its existing strengths. By focusing on addressing weaknesses while preserving what works well, I aimed to create a product that stands out and meets user needs effectively. This balanced approach ensures that the final design not only enhances the overall experience but also resonates with users.

As a life long Raptors fan, it was a extremely enjoyable to be able to make something that I would love to see and I know other fans would love to see as well. The app is already possibly the best on the market, and I’m excited to see the direction it goes in the future.