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Rogers BTS

First place at the uXperience Design Jam

Myself and a team of five students spent one day innovating a way to promote awareness and value for the Rogers Beyond The Seat loyalty program.

Role: UX Designer

Software: Figma, Adobe, Perplexity

Deliverables: Mid-Fidelity app and Brand Strategy

Time: 1 Day

Team: 5 students

Rogers BTS group

What we solved

Rogers launched Beyond the Seats to strengthen customer loyalty through behavioural insights, recognizing that 63% of consumers are influenced by loyalty programs when making purchasing decisions. However, after several years in market, 98% of customers did not take advantage of Beyond The Seats.

Our task was to create a deliverable that leverages Rogers 5G technology and entertainment positioning to promote engagement. We then built a brand strategy that improves the visibility and loyalty in the program.

Rogers BTS App Interface

Who We Solved For

Meet Walter Smith!

A 56 year old married dad of two that enjoys golfing and a good filet mignon. Walter values exclusivity, family, quality and comfort. Walter appreciates a VIP experience that he can share with his family and is willing to pay for it.

Walter's user requirements

  • Personalization
  • Access to 5G Tech
  • Family Sharing
  • Premium Experience
  • Loyalty Perks
Rogers BTS Whiteboard

Our Solution

Through the research insights provided by Rogers, internal innovation and external mentoring, we created the Rogers BTS app. A two tiered experience that maintains Rogers current offerings and extended perks to premium and family plan customers. The VIP tier offers premium perks, spending experiences and enhanced tech. The BTS app ensures customer engagement and satisfaction through a gamified and community experience that cares for its users.

Now, why would Walter, or anyone, open our app everyday? Simply, because its fun. Introducing Play Beyond, a monthly challenge that give you the chance to win big prizes and sparks competition in the lunch room. Users can take their picks on their favorite teams to earn points and climb the leader board. Play Beyond Leverages Rogers 5G low-latency technology to provide live updates of games. This gets customers opening their BTS app every day, promoting awareness of all that Rogers has to offer.

My Contribution

I piloted the idea to gamify Rogers vast sports IP in a similar way to Tim's NHL Challenge but integrate Rogers 5G tech to have live updates from the stadium, Similar to sport network apps like TSN. We encourage customers to return everyday using behavioral rewards like leaderboards and prizes. This was named Play Beyond and quickly became my focus for the day where I was able to work with my team to mold it around our target demographic. I then assited in integrating it into the complete app.

Play Beyond Rogers App

Challenges

The biggest limiting factor for our team was time. Trying to innovate, design and pitch an app to seven Rogers judges in one day proved to be difficult. The time constraint limited our ability to design and test for multiple personas. This caused some choices to be made in favor of Walters demographic instead of rigorously testing our capacity for accessibility and diversity.