How a Digital Hub Increased Engagement and Retention Among Top Members

How a Digital Hub Increased Engagement and Retention Among Top Members

How a Digital Hub Increased Engagement and Retention Among Top Members

Three mobile screenshots of Sharks365 Member Hub in a logged in, member state
Three mobile screenshots of Sharks365 Member Hub in a logged in, member state
Three mobile screenshots of Sharks365 Member Hub in a logged in, member state

The project to create the Sharks365 Member Hub began in the 2023–2024 season. After a rocky history of launching unfinished features, the leadership team chose to put the project on hold, prioritizing a smooth renewal campaign over a new, unproven tool. This delay turned out to be a key learning opportunity.


The Challenge: A Tight Timeline and High Stakes

The Challenge: A Tight Timeline and High Stakes

The Challenge: A Tight Timeline and High Stakes

Seven months later, with the new season approaching, we had an ambitious goal: launch the new Member Hub in just six weeks. This required a reset, ensuring our work truly addressed the needs of our members, who are our most passionate (and critical) customers.

I began by re-engaging stakeholders and diving deep into the member journey. Through collaborative sessions, we mapped out essential game-day needs, from managing tickets to accessing their member benefits. This process revealed an opportunity to go beyond basic functionality—we could create a comprehensive tool that also highlighted exclusive member events and promotional games.

Using a third-party vendor, Rover, I designed and iterated on mockups, inviting key project contributors to provide feedback. This collaborative process helped us uncover missing needs and refine the user experience before we moved into the building phase.

Our primary goal was to enhance our most valuable members' gameday experience by collecting all the information they would need and placing it in a single location for easy access and a streamlined user experience



The Launch: Overcoming Unexpected Hurdles

The Launch: Overcoming Unexpected Hurdles

The Process: Research, Design, and Strategic Content
Placement

Despite our best efforts, the launch didn't go as planned. Data delays from our internal team and the vendor's connection process pushed our timeline. This provided an opportunity to build a robust testing plan. I ran an initial round of user testing myself, then expanded the group to include key stakeholders. This methodical approach ensured all links were functional and data was displaying correctly, leading to vital improvements before launch.

After months of planning and a meticulous launch strategy, coordinating with marketing, sales, and email teams to align on a launch date, we officially released the Sharks365 Member Hub in late November. The results were immediate and impactful.

Within two months of launch, 54% of Sharks365 Members were using the hub. This validated our core assumption: members wanted a centralized, accessible platform for all their gameday needs.

Four mobile screenshots of the logged out or not a member screen
Four mobile screenshots of the logged out or not a member screen
Four mobile screenshots of the logged out or not a member screen


Phase 2: From Tool to Communication Hub


Phase 2: From Tool to Communication Hub


Phase 2: From Tool to Communication Hub

With the hub's success established, we immediately shifted our focus to Phase 2: transforming it into a dynamic communication platform. I worked with Rover to develop a segmented messaging center, allowing us to deliver targeted messages to specific member groups.

This new feature was crucial for our annual renewal campaign. We could now send personalized messages to both renewed and non-renewed members, leveraging the hub as a powerful tool to drive conversions. I empowered the sales team by training them to use the new platform, giving them direct control over their member communications.

The impact was undeniable. At the end of the renewal campaign, the organization achieved a 93% renewal rate, a 7% YOY increase and a number not seen since pre-COVID times.

Beyond renewals, the hub generated tangible revenue. A targeted message about upgrading seats resulted in a $14,000 revenue bump and helped introduce members to our highest-tier Premium Hospitality offerings.

The Sharks365 Member Hub project demonstrated that taking a step back to build a truly user-centric product can lead to significant wins for both the customer and the organization. It is now a cornerstone of our member experience and a powerful tool for driving engagement and revenue.



© Erin Tucci 2025

© Erin Tucci 2025

© Erin Tucci 2025