Learn more

VSA Partners

Creating a product MVP to drive smarter brand decisions

I developed a digital platform that transformed complex quantitative research into clear, actionable insights for brands—making it easier to uncover their most valuable audiences and refine positioning with confidence. Built with a scalable CMS template in Webflow, the tool not only increased the perceived value of deliverables but also gave the team the ability to run multiple research workstreams simultaneously. By streamlining production design and reducing costs, the platform elevated both efficiency and impact while delivering a more engaging, dynamic presentation experience.

Contributions

Webflow build
CMS architecture
Prototyping
Interaction design

Details

Web experience
2024

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.

Aligning audience insights with business priorities to deliver a scalable, impactful research platform.

Through workshops with the strategy team, we identified clear user needs: define audience segments and mindsets, highlight brand priorities worth pursuing, and clarify differentiators versus competitors. Users needed a balance between comprehensive data and easily digestible takeaways they could confidently act on.
On the business side, the goals were efficiency, scalability, and engagement. The platform needed to be templatized to support multiple concurrent workstreams, deliver insights in formats that were accessible and compelling, and reduce production costs for research deliverables—creating lasting business value for VSA.

Transforming complex research data into a structured, intuitive framework for actionable insights.

To ensure research findings could be absorbed and acted on with clarity, I designed an information architecture that simplified complexity into an intuitive flow. Starting with existing content, I uncovered key insights and opportunities, then defined modular content blocks that broke dense data into clear, usable sections. Mapping the user journey around real needs produced a framework that empowered faster, more confident decision-making.

Building a scalable CMS framework to streamline workflows and ensure consistency.

I mapped research data into reusable CMS components that could be easily managed and updated. This modular system provided consistency across presentations, simplified updates, and allowed the team to manage multiple workstreams simultaneously. By reducing friction and ensuring accuracy, the framework enabled the organization to work more efficiently without sacrificing quality or clarity.

Bringing complex data to life with immersive, interaction-driven design.

To keep users engaged while navigating extensive research, I designed a suite of custom scroll-based interactions powered by Webflow and GSAP. From animated headline transitions to parallax shifts and progressive graph reveals, each interaction guided users through insights in ways that made data dynamic yet digestible. Features like custom cursors and scroll-jacking for key highlights added layers of interactivity, ensuring the experience felt memorable while maintaining focus on the content.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Turning an early concept into a scalable digital solution that delivered measurable impact.

What began as a proof of concept evolved into a dynamic platform that elevated both client deliverables and internal workflows. It increased the perceived value of research outputs through engaging digital formats, enabled the team to manage multiple research streams simultaneously with a scalable CMS, and streamlined production processes to reduce time and cost. By transforming an exploratory idea into a functional tool, the project proved its long-term value through efficiency, scalability, and measurable client impact.

More case studies.

View all
Web design mockup
Driving a 650% ad impression lift through UX optimization.
Product design for U.S. Soccer
Driving a 650% ad impression lift through UX optimization.
Product design for U.S. Soccer
A collection of explorations and archived works.
Digital design for various clients
A collection of explorations and archived works.
Digital design for various clients
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
HomeWorkInfo
LinkedInTwitter (X)Instagram
Back to top ↑
Lets connect.
© 2025
John Reglin
John Reglin
Design portfolio© 2025