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U.S. Soccer

Driving loyalty and sponsorship growth with U.S. Soccer’s award-winning app

I led UX strategy updates for U.S. Soccer’s mobile app, aligning priorities with both fans and stakeholders to define clear goals and validate new features. From journey mapping and wireframes through final UI execution, I ensured the product was both intuitive and impactful.

The redesign was recognized as a Webby Awards Honoree in the Sports Apps & Software category and delivered measurable results—strengthening fan engagement, boosting the value of the “Insiders” loyalty program, and driving sponsorship growth through multi-year naming rights with Anheuser-Busch.

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Contributions

UX strategy + research
UX design
User journeys
‍Documentation

Details

Webby Awards Honoree
Native App
2020-21

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 fan needs with business goals to guide the redesign.

Fan research revealed supporters wanted more ways to participate and feel heard, especially during high-energy match moments. They valued interactive features but insisted the match itself remain the priority.
On the business side, goals centered on growth and engagement: driving sign-ups for the Insiders program, delivering value for both free and paid members, uncovering new sponsorship opportunities, and increasing app activity before, during, and after matches.

Transforming Player-of-the-Match into a feature that fueled fan engagement and business growth.

We turned Player of the Match into a gated voting experience that connected fan desires directly to business outcomes. Fans gained a new way to influence the match and have their voices heard, while the Insider program gained a powerful new incentive to sign up. This feature became a driver of engagement and revenue, powering voting, push notifications, and post-match follow-ups.

A dynamic voting flow used automated dynamic logic to display the most relevant stats.

The account-gated flow provided real-time feedback at each step, reinforcing that every decision mattered. Dynamic logic surfaced the most relevant stats, tailored by position and match context, so users could make informed choices without adding development and authoring complexity for the internal teams.

The voting results are displayed in relevant locations to elevate timely match information.

Winners were revealed via push notifications (setting dependent) and surfaced organically in the app. On the Match Detail page, fans could explore deeper insights, from key stats to vote percentages, making the content feel both immediate and meaningful.

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The UX enhancements generated sponsorship revenue through Player-of-the-Match naming rights, strengthened the Insiders loyalty program, and earned recognition as a Webby Awards Honoree.

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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