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 I faced was transforming an out-of-the-box CRM into a modern, engaging fan platform despite significant technical and resource constraints. Within the existing Peoplevine framework, I optimized navigation, enhanced user engagement, and designed an interactive experience that felt true to the Mike Tyson brand. Working within backend limitations, I introduced a dynamic points system to gamify the experience and created a scalable design that could grow with the platform while still maintaining an intimate fan connection. My design solutions directly resulted in a 27% increase in user engagement and a measurable uptick in fan interactions across the platform.
Result
Through my redesign, I created a more efficient, user-friendly experience with streamlined navigation and accessible customization. I implemented thumb-friendly G-shaped navigation, a dynamic CRM-powered visual point system, and gamification features that directly drove daily and repeat engagement. My design transformed the platform into a modern fan experience that not only received strong client feedback but also established a scalable foundation for future growth. This project demonstrated how my user-centered design approach can build brand loyalty even when working within significant technical constraints.
