ROGERS BEYOND THE SEAT

Exclusive access to unique experiences across Canada.

Rogers uXperience Design Jam

OVERVIEW

Did you know that all Rogers customers can win tickets to the hottest concerts and events, get access to exclusive experiences, and meet world class stars and athletes? Me neither. That is, until I participated in the Winter 2025 uXperience Design Jam presented by Rogers Communications and the University of Waterloo Stratford School, taking home a first place victory with my team.

PROBLEM

Beyond the Seat is a Rogers rewards program that allows customers to enjoy exclusive access to the best sports and entertainment experiences. Despite these amazing perks and opportunities, awareness is at a mere 2%. Our challenge: How can we leverage our unique sports and entertainment partnerships and assets to create a digital perks program that increases brand awareness, offers exclusive and scalable rewards to Rogers customers, and enhances customer engagement and loyalty?

SOLUTION

When looking at Rogers’ existing customer base, the clientele already consists of those with middle-high income—Rogers is a premium leader in the telecommunications industry. My team narrowed down the demographic scope of our solution to specifically target Rogers customers with premium plans.

Attending workshops throughout the course of the day, my team learned that the biggest pain points of customers of loyalty programs:

People are part of many loyalty programs, however…
These programs frustratingly lack differentiation and personalization
Many of the perks of these loyalty programs are purely transactional (points, discounts, etc.)

So how might we differentiate Rogers Beyond The Seat from every other transactional loyalty program that everyone forgets about? *lightbulb*

We needed to focus on the experience of being in Beyond The Seat, and appeal to customers emotionally.

All previously existing rewards are still available for general Rogers customers, but those with premium Rogers plans have now automatically upgraded to a new VIP tier. This tier rolls out family-oriented loyalty reward features and online sports reward challenges, enhancing the customer experience and keeping them engaged in the program. Rogers is Canada’s largest and most reliable 5G network, so interactive booths will be implemented in high-traffic areas like malls and event spaces that showcase the program's AR features, leveraging Rogers' extensive 5G network.

RETROSPECTIVE

This design challenge blended UX applications with brand strategy, giving me the opportunity to exercise my business acumen and really learn how to deliver a differentiated and compelling value proposition for a brand. Many designathons ask you to create a digital solution from 0-1 (which usually ends up being the same app with AI integrated features or an AI chatbot), but I’m really glad that we were assigned to optimize an existing product. The impact of our solution felt much more tangible. I’m still curious about the applications of Rogers 5G technology, especially on its impact across different sectors, and would love to learn more about leveraging this technology.

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