INDUSTRY:
ENTERTAINMENT
CLIENT:
Ear2Ground
YEAR:
2020
EXPERIENCE:
UX/UI DESIGN
Mike Tyson
About
EAR2GROUND is a private fan platform dedicated to Mike Tyson, designed to reward and engage fans with exclusive content, live events, and a custom points system. Built on a customized instance of Peoplevine, the platform offers exclusive merchandise, live events, and behind-the-scenes content to foster engagement and reward superfans. The platform transforms an out-of-the-box CRM into a modern, engaging fan experience that prioritizes user engagement and brand loyalty.
Challenge
The primary challenge was transforming an out-of-the-box CRM into a modern, engaging fan platform despite significant technical and resource constraints. The team needed to optimize navigation, enhance user engagement, and create an interactive experience within the existing Peoplevine framework. Key obstacles included working within backend limitations while delivering a contemporary user experience, implementing a dynamic points system for gamification, and ensuring the platform could scale for future growth while maintaining the intimate fan experience that defines the Mike Tyson brand.
Result
The redesign resulted in a more efficient and user-friendly experience with clearer navigation and more accessible customization. The implementation of thumb-friendly G-shaped navigation, dynamic CRM-powered visual point system, and gamification features drove daily and repeat engagement. The platform successfully transformed into a modern fan experience that delivered positive client feedback and established a strong foundation for future growth, proving that user-centered design can effectively build brand loyalty even within technical constraints.
