TIMELINE
March - June 2025
[8 Weeks]
TEAM
5 General consultants
[ROLE] SKILLS
[Sole designer, Consultant] Product strategy, brand design, visual design
TOOLS
Figma
Notion
My cohort partnered with Slalom Consulting to deliver a solution for their client, a globally recognized U.S. sports brand (under NDA).
This project focused on conceptual strategy and creative direction, so my visuals were designed to convey ideas rather than depict a finished product.
Resonates with Gen Z
Has a robust long-term infrastructure set in place
Difficult to balance fresh ideas with a large, established system
Aligned concepts to the client’s 2025+ vision while prioritizing innovative concepts
Limited information on the client’s tech stack & budget
Designed adaptable frameworks that could flex to different tools and budgets
pages of
legacy reports
years of historical data
What have they tried in the past? ?
What worked and what didn’t?
Where are they hoping to accomplish moving forward?
What platforms do Gen Z use to consume sports content?
What causes drop-off in engagement between major events?
What causes drop-off in engagement between major events?
Mobile-first is an expectation, not a preference.
Tangible, immediate incentives drive loyalty
Gen Z lives on Instagram and TikTok for their quick, casual, and personal content
Majority of Gen Z watches our client’s games more for social connection than gameplay
User Personas & Values
From these insights, we narrowed down our broad target population (Gen Z) to four main user personas, which we frequently reference later on in the process of creating personalized engagement drivers.
Introducing FlameKeepers, a Gen Z–focused fan engagement program designed to turn passive viewers into active brand advocates.
It follows a four-part loyalty lifecycle — Attract, Engage, Retain, Advocate — and uses an omni-channel strategy that ultimately drives all traffic to a single mobile app (also called FlameKeepers).
Our approach is rooted in the idea that:
active participation = deeper commitment.
White tags indicate which Gen Z value
each feature supports!
Gen Z Trend Lab
A dedicated FlameKeepers TikTok and Instagram page (separate from main brand accounts) as a safe way to experiment with emerging Gen Z trends without risking the brand’s established identity
Separation allows for bold, trend-driven experimentation that gives the brand a fresh, Gen Z–relevant identity
Low friction
I aimed at designing a highly gamified, attention-grabbing experience designed to feel fresh, fun, and worth coming back to
We believed gamification would resonate with Gen Z because it mirrors existing dopamine reward loops they already enjoy in games and social platforms
A quick onboarding flow for users to select interests, instantly tailoring experiences to their unique preferences!
Personalization
Motivates through rewards: Completing quests for coins taps into fans’ desire for recognition, achievement, and personalized experiences
Fun, shareable, low-friction: Many challenges (especially social media ones) are easy to join and designed to be shared, boosting organic reach!
Tailored to every fan persona: Quests are personalized for different interests, from creative pursuits (fashion and design) to online content creation and in-person events :)
Instant Gratification
Social Connection
Personalization
Rewards that drive deeper brand connection: Each completed quest unlocks tangible perks, turning casual brand interaction into an engaging, gamified experience that keeps fans coming back!
Perks aligned to user persona motivations: A Fitness & Sports Enthusiast might choose a Backstage Athlete Q&A for exclusive access, while a Deal Hunter might redeem a 20% merch discount for instant value
Tangible Reward
Social Connection
Personalization
Progress dashboard that keeps fans engaged: Seeing progress (XP, milestone badges) makes fans feel accomplished and motivates them to return to keep their streak going and unlock the next reward
Leaderboards that feel within reach: Local leaderboards rank fans against nearby players, making it easier to see progress and climb higher & encouraging more quest completions and social sharing!
Tangible Reward
Instant Gratification
Social Connection
Memorable, shareable experiences: Compact, high-impact pop-up events in major U.S. cities that are powered by local businesses & brand partners, giving fans moments worth sharing and talking about
Proven boost in retention: In-person interactions build stronger connections, making attendees more likely to stay engaged and return to future events
Social Connection
Career-boosting experiences: A high school and college volunteering program that offers hands-on experience, networking, and skill development
Aligned with Gen Z motivations: Taps into their drive to build strong resumes for career growth purposes
Career Growth
Adored the creative idea of the fan journey map, but felt that it didn’t accurately reflect a users's progress since since their journey (accumulating XP & points) is more linear than a windy road
In the end, prioritized intuitiveness over creativity
Instant Gratification
Allow users to quickly sign into in-person events & redeem rewards directly in their mobile wallet
Cut out due to uncertainty around technical feasibility, budget, and integration process
Arina Patel
8L53
Team FlameKeepers presenting our solution to
Client and Slalom Consulting Executives!
They praised our compelling storytelling and innovative approach, but encouraged us to refine our solution to be more focused, feasible, and cost-effective.
Designing for easy adoption: New ideas only stick with users if they’re easy to adopt their existing habits and motivations - especially for Gen Z…who quickly filter out experiences that feel forced or high-friction
Balancing brand legacy & innovation: Protecting a brand’s core identity while radically "rebranding" it for a new generation requires intentional tradeoffs
Storytelling matters: Preparing to pitch to executives, whose time is precious, taught me the power of storytelling in making every second count & selling ideas that people can believe in, rally behind, and act on
If FlameKeepers were shipped, I’d measure impact with metrics tied directly to our four loyalty stages:
