Driving Growth Despite Constraints

These were just a few of the hundreds of frustrated comments we found in user feedback.

Toronto FC fans rely on the app for everything from checking match schedules and managing tickets to ordering concessions and engaging with their team. But instead of feeling like a seamless digital extension of the game day experience, the app was frustrating fans at every turn.

The core features, the ones fans needed the most, were buried, confusing, or difficult to navigate. The sign-in process was fragmented, the “More” menu became a catch-all dumping ground, and revenue-generating features like ‘Order to Your Seat’ were vastly underutilized.

Our challenge was clear: We needed to redesign the experience, streamlining navigation, reducing friction, and unlocking new engagement opportunities while increasing revenue potential.

Redesigning the Toronto FC app wasn’t just about making it look more visually appealing, it was about overcoming deep rooted limitations.

1️⃣ A rigid CMS meant we couldn’t build fully custom solutions, forcing us to rethink how to improve the experience without heavy engineering work.

2️⃣ The “More” menu had become a dumping ground, with users relying on it out of confusion rather than intent.

3️⃣ Key features like schedule, player stats and team stats were difficult to find, leading to frustration.

4️⃣ Sign-in was fragmented, forcing users to navigate multiple, unclear login options instead of a seamless entry point.

5️⃣ Revenue-driving features like ‘Order to Your Seat’ were underutilized.

With no flexibility for major backend changes, we had to maximize impact using smart design decisions, simplifying navigation, rethinking menu structures, and making high value features easier to access.

With so many pain points, it wasn’t about making small tweaks, it was about rethinking the entire experience from the ground up. We questioned EVERYTHING.

🤔 Why was the ‘More’ menu the fourth most clicked page? Were users conditioned to check there, or were they simply lost?

🤔 Why was something as essential as the schedule buried? It was a top five feature, yet hard to find.

🤔 Why was sign-in so fragmented? Three different login options led to confusion instead of clarity.

We mapped out every page, every flow, and every dead end. What was necessary? What was redundant? What was broken? By laying it all out visually, the complexity of the problem became even more apparent. But with that, the path forward became clearer—strip away the noise, surface the most important features, and create a structure that just makes sense.

Redesigning is one thing, proving it works is another.

Before launching, we needed to validate our decisions through usability testing. Were we actually solving the right problems?

👉🏼 Would fans find the schedule faster?

👉🏼 Did the new navigation make key features easier to access?

👉🏼 Would the streamlined sign-in flow reduce confusion?

We put our prototype in front of real users, tracking how they interacted with the new design. Every click, hesitation, and frustration gave us valuable insights, confirming what worked and uncovering areas that needed fine tuning.

A total trifecta of confusion… so what’s the deal?

Most apps keep sign-in simple with a single option, but we don’t have that luxury. We need to support two separate logins, one for Ticketmaster, which handles in-person ticketing, and another for the general app, allowing non ticket holders to engage with fan experiences.

Both must be available, but the real challenge is making the process seamless while clearly communicating both options especially since some account features overlap.

Order to your seat saves the day.

Early data confirmed that ‘Order to Your Seat’ was a major revenue driver, so we prioritized refining its visibility and appeal. We fine-tuned the copy, color, and overall design to ensure it stood out and drove conversions. To validate our approach, we conducted multiple A/B tests, what color stood out? What copy was easy to read but also conveyed everything they needed to know? We did a lot of testing before coming to our final design.

Our updates not only improved usability and streamlined navigation but also drove greater engagement with revenue generating features. Early results showed a significant boost in task success rates, making it easier for fans to find key information and interact with content.

By enhancing the overall fan experience, we’ve set the stage for expanded revenue opportunities, from in-seat ordering to merchandising, while improved navigation increases the visibility and value of ad placements and sponsorships.

With this foundation in place, the next step is to evolve beyond navigation improvements and reimagine how fans engage with the app on game day.

This redesign was just the first step in transforming the app into a more engaging, revenue generating fan experience.

Next, we’ll focus on optimizing in-game engagement, making scores, stats, and key features more accessible in real time. Our goal is to position the app as the ultimate digital companion for every Toronto FC match, enhancing how fans connect with the game before, during, and after the final whistle.