SASKATCHEWAN ROUGHRIDERS
Brand Strategy
Research
Visual Design
Content Structure
Marketing
Contributed to strategy, information architecture, and UX exploration across digital ticketing and game-day tools, helping organize complex information into clearer, fan-focused experiences.
Industry:
Sports, Entertainment
Role:
UX Designer
Engagement:
Jan-Mar 2025
Context
The Roughriders support a large, passionate fan base with diverse needs across ticketing, mobile access, and game-day experiences. As digital touchpoints expanded over time, information and functionality became increasingly fragmented across platforms.
Challenge
The challenge was to bring structure and clarity to the fan experience by aligning stakeholders around shared goals and reorganizing complex information in a way that better supported fan needs, operational constraints, and future digital growth.
Approach
The work began with an in-person workshop bringing together stakeholders from leadership, marketing, ticketing, and sales to align on fan needs, business priorities, and operational constraints. Through collaborative UX exercises and mind mapping, we identified key moments of friction and opportunity across the ticketing and game-day journey.
These insights informed a series of information architecture models and defined design directions, translating complex requirements into clearer user flows across core ticketing and premium experiences.
Ticketing Purchase Flow Overview
Premium Experience Purchase Flow
Impact
The work established a shared experience vision across teams, aligning ticketing, marketing, and digital around a cohesive fan journey. It also created a foundation for future delivery, with clearer ownership, governance, and decision-making moving forward.
