Digital strategy to elevate the Major League Soccer fan experience

Major League Soccer is a professional soccer league in North America and the highest level of the United States soccer league system.

MLS was facing waning app adoption and needed to elevate the fan experience to increase affinity, engagement, and revenue.

As the design strategist on this project, I helped deliver digital strategy to elevate the fan experience, bridging digital and physical, levergaging generative AI, and prioritizing recommendations via a long-term roadmap.

As a result of our work, MLS has a user insights-informed roadmap to improve the app experience for fans, which will increase adoption, long-term loyalty, and affinity with the league, leading to improved game attendance and increased revenue.

In an increasingly digital world, this roadmap leverages digital to enhance real-world, physical experiences for fans on game day, building community and a sense of place, meeting fans in the moment that matters most to them.