ROGERS BEYOND THE SEAT

Exclusive access to unique experiences across Canada.

Rogers uXperience Design Jam

PROBLEM

Beyond the Seat (BTS) is a Rogers rewards program that allows customers to enjoy exclusive access to the best sports and entertainment experiences, yet customer awareness of BTS is at a mere 2%. Build a brand strategy for Rogers Beyond the Seat that increases brand awareness, offers exclusive rewards to Rogers customers, and enhances customer engagement.

SOLUTION

RETROSPECTIVE

This design challenge blended UX applications with brand strategy, giving me the opportunity to dip my toes in a new field and really learn how to deliver a differentiated and compelling value proposition for a brand.

My team narrowed down the scope of our demographic to specifically target Rogers customers with premium plans. While identifying user pain points, we learned that consumers are part of many, mostly incentive-driven loyalty programs, but they frustratingly lack differentiation and personalization. Through appealing emotionally to Rogers consumers, their experience can be elevated to new heights.

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. To emphasize and prove Rogers' claim to be Canada’s largest and most reliable 5G network, 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.

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