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U.S. Soccer

Driving a 650% ad impression lift through UX optimization

I reimagined the web article template with left-aligned headlines, optimized line lengths, and a new right-rail for ads and related content. These changes modernized the reading experience and delivered measurable business impact: a 650% lift in desktop ad impressions per session and a 395% increase in desktop users exposed to ads. To support seamless development, I also provided detailed Figma files, a UI style guide, annotated logic documentation, and an interactive Webflow prototype.

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Contributions

UX strategy + research
Product design
Interaction design
Prototyping
Documentation

Details

Responsive web template
Freelance
2023

The challenge

Boost engagement, reward loyalty, and attract sponsors—all within a single app experience.

My role

UX Research
UX Strategy
UX Design
User Journeys
Documentation

Product

Native app

I led the overhaul of U.S. Soccer’s native mobile app to boost user engagement and deliver greater value to its customer loyalty program, the “Insiders” group.

Through discovery sessions with internal stakeholders and fan surveys, we identified core organizational goals and validated proposed features. I went on to develop journey maps and wireframes for key user flows while overseeing the final UI design.

The app was recognized as a Webby Awards Honoree in the Sports Apps & Software category. It also drove a significant increase in sponsorship revenue, including the sale of naming rights to Anheuser-Busch in a multi-year deal.

Challenge

Boost engagement, reward loyalty, and attract sponsors—all within a single app experience.

My role

UX Research
UX Strategy
UX Design
User Journeys
Documentation

  • I led the overhaul of U.S. Soccer’s native mobile app to boost user engagement and deliver greater value to its customer loyalty program, the “Insiders” group.
  • Through discovery sessions with internal stakeholders and fan surveys, we identified core organizational goals and validated proposed features. I went on to develop journey maps and wireframes for key user flows while overseeing the final UI design.
  • The app was recognized as a Webby Awards Honoree in the Sports Apps & Software category. It also drove a significant increase in sponsorship revenue, including the sale of naming rights to Anheuser-Busch in a multi-year deal.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

01.
Increase sign-ups for Insiders loyalty membership program.
02.
Provide additional value to existing paid and free Insiders members.
03.
Identify potential sponsorship opportunities within the app.
04.
Increase app interaction during and after the match.

User needs and business goals shaped articles that are easier to read, richer in context, and built to drive revenue.

Auditing the original templates revealed clear friction points: content was hard to scan, ads were poorly placed, and related information was buried. Users needed clarity and relevance; stakeholders needed higher return visits, more time on site, and stronger ad performance. Aligning both sets of goals set the foundation for the redesign.

A new layout delivered clarity, readability, and performance.

The redesigned template rebuilt the reading flow around best practices: left-aligned headlines for scannability, tighter line lengths for readability, and a right-hand column that elevated ads and related content without breaking the experience. The result: a cleaner, more engaging layout that improved usability while opening up new revenue opportunities through increased ad impressions.

Data-driven design ensured 100% desktop ad reach and a 50% lift in secondary desktop ad impressions.

Hotjar revealed that only 20% of users ever reached the bottom ad in the old design. By repositioning ads with scroll-based animation, the new experience guaranteed every desktop user saw at least one ad per session, while roughly half were served a second impression.

Smarter content discovery reduced bounce rates and kept users exploring.

To extend time on site, I introduced new entry points to related content and refreshed visual treatments at the bottom of articles to command attention. Combined with new content types beyond just articles, these enhancements made discovery intuitive and kept readers engaged longer.

Comprehensive design and documentation guided seamless development.

I delivered a full set of assets to remove guesswork: responsive Figma files, a detailed UI style guide, logic annotations for edge cases, and an interactive Webflow prototype that showcased the scroll interaction in action. This gave developers a clear, interactive blueprint for implementation.

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Delivering measurable ad display growth: +650% more desktop ad impressions and nearly 4× more users reached.

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01.
Increase sign-ups for Insiders loyalty membership program.
02.
Provide additional value to existing paid and free Insiders members.
03.
Identify potential sponsorship opportunities within the app.
04.
Increase app interaction during and after the match.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

I found that an Insider's account-gated Player-of-the-Match (POTM) voting flow was the best way to support the key business goal of increasing Insider Account sign-ups while providing fans with an exciting new flagship feature of the app. This approach helped with important business goals & user needs simultaneously.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

01.
Increase sign-ups for Insiders loyalty membership program.
02.
Provide additional value to existing paid and free Insiders members.
03.
Identify potential sponsorship opportunities within the app.
04.
Increase app interaction during and after the match.

Key business goals, gathered through stakeholder collaboration, set our strategic direction.

I found that an Insider's account-gated Player-of-the-Match (POTM) voting flow was the best way to support the key business goal of increasing Insider Account sign-ups while providing fans with an exciting new flagship feature of the app. This approach helped with important business goals & user needs simultaneously.

Intro

My name is John Reglin and I’ve built this beautiful little corner of the internet. I’ve spent the past decade shaping thoughtful digital experiences across product, brand, and content. From agency life to in-house teams, my work has spanned UX strategy, interaction design, and Webflow development—often all at once. I care about the craft, the users, and the moments in between. Please don't hesitate to reach out.

jreglin@live.com ↗LinkedIn ↗

Client experience

Cole Haan
Chime
U.S. Soccer Federation
IBM
CME Group
Morningstar
Perkins Coi
Plante Moran
Baker McKenzie
And more

Services

UX strategy + research
Experience design
Product design
Interface design
Design systems
Interaction design
Webflow development
HTML + CSS
JavaScript + GSAP
Me and my wife
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© 2025
John Reglin
John Reglin
Design portfolio© 2025