Storm the Center
︎Under Armour
Taking Canadian youth hockey to the next level.
Storm The Center was an Under Armour competition that invited Bantam age hockey players to connect with Under Armour through hockey. The competition allows 2 teams to spend the day at the Canadiens’ Bell Centre where they trained and practiced just like the pros. In the end, they got to compete on the famous Canadiens’ ice for the Under Armour Cup.
Storm The Center was an Under Armour competition that invited Bantam age hockey players to connect with Under Armour through hockey. The competition allows 2 teams to spend the day at the Canadiens’ Bell Centre where they trained and practiced just like the pros. In the end, they got to compete on the famous Canadiens’ ice for the Under Armour Cup.
︎role
As the lead designer, I collaborated and executed every phase of the project Including: reseach, leading the digital and gamification strategy, wireframes, branding, UI look & feel and prototyping.
— work done at RTO+P
As the lead designer, I collaborated and executed every phase of the project Including: reseach, leading the digital and gamification strategy, wireframes, branding, UI look & feel and prototyping.
— work done at RTO+P

︎challenge
Create a virtual competition for Bantam aged hockey teams to battle for their chance to play at the Armour Cup. Curate a digital experience that incentivized the users to generate content consistently throughout the competition. How do you get a group of teenage boys, their coach and their parents to want to post more video and image content while keeping up with their busy schedules?
︎challenge
Create a virtual competition for Bantam aged hockey teams to battle for their chance to play at the Armour Cup. Curate a digital experience that incentivized the users to generate content consistently throughout the competition. How do you get a group of teenage boys, their coach and their parents to want to post more video and image content while keeping up with their busy schedules?
Create a virtual competition for Bantam aged hockey teams to battle for their chance to play at the Armour Cup. Curate a digital experience that incentivized the users to generate content consistently throughout the competition. How do you get a group of teenage boys, their coach and their parents to want to post more video and image content while keeping up with their busy schedules?

UXD
︎research highlights
+ Primary Audience: Bantam Aged Players & Parents
+ Secondary Audience: Coach
+ Young athletes are DMing coaches and using social platforms to connect directly
+ A digital reward system is popular amongst this age group shown by the statistics of teenagers who play video games
+ Findings from 2018 Program:
+ Monday Uploads = 1,000+
+ Saturday & Sunday Uploads = 700+
+ Primary Audience: Bantam Aged Players & Parents
+ Secondary Audience: Coach
+ Young athletes are DMing coaches and using social platforms to connect directly
+ A digital reward system is popular amongst this age group shown by the statistics of teenagers who play video games
+ Findings from 2018 Program:
+ Monday Uploads = 1,000+
+ Saturday & Sunday Uploads = 700+
︎goals
+ Get users who don’t upload to upload.
+ Incentivize users that upload to upload more.
+ Increase the number of teams that register
+ Generate weekly uploads vs. all at once at the end of 6 week virtual competition
+ Get users who don’t upload to upload.
+ Incentivize users that upload to upload more.
+ Increase the number of teams that register
+ Generate weekly uploads vs. all at once at the end of 6 week virtual competition

︎digital reward strategy
We leaned heavily on the Hook Model — a four step process to hook users and form habits.
︎︎︎Trigger.
︎︎︎Action.
︎︎︎Investment.
︎︎︎Variable Reward.
︎︎︎Repeat.
Throughout the competition, we rewarded them with physical rewards as well as digital rewards. Each week there was a new prize to unlock, which gave us the window to communicate with teams and create investment through out the entirety of the competition.
We leaned heavily on the Hook Model — a four step process to hook users and form habits.
︎︎︎Trigger.
︎︎︎Action.
︎︎︎Investment.
︎︎︎Variable Reward.
︎︎︎Repeat.
Throughout the competition, we rewarded them with physical rewards as well as digital rewards. Each week there was a new prize to unlock, which gave us the window to communicate with teams and create investment through out the entirety of the competition.

Branding & UI
︎inital brand concepting
The Storm the Centre competition was going on year 4. Each year, we revamped and enhanced the branding and imagery of the competition. I proposed several concepts to our internal team in which we selected 3 and presented those to the client. Each direction had it’s own focus, but all aimed to appeal to the younger, teenage audience. The color palette utilized the Canadiens red and blue brand colors.
The Storm the Centre competition was going on year 4. Each year, we revamped and enhanced the branding and imagery of the competition. I proposed several concepts to our internal team in which we selected 3 and presented those to the client. Each direction had it’s own focus, but all aimed to appeal to the younger, teenage audience. The color palette utilized the Canadiens red and blue brand colors.




︎micro moments
The micro moments within the competition experience were opportunities to amplify the rewards teams received. Animating the teams’ badges that held their team logo as they reached the next level felt impactful, substantial, and exciting. In order to create the desire to complete the full badge, the next level was foreshadowed and grayed out. The more the team’s put in, the more their badge grew.
The micro moments within the competition experience were opportunities to amplify the rewards teams received. Animating the teams’ badges that held their team logo as they reached the next level felt impactful, substantial, and exciting. In order to create the desire to complete the full badge, the next level was foreshadowed and grayed out. The more the team’s put in, the more their badge grew.

︎sticker rewards
In order to create the rewards feedback loop, one of the variable rewards were stickers. Similar to the concept of adding stickers to Instagram stories, the teams could unlock stickers to place on their video and image uploads to jazz up their content. These were hockey centric illustrations that personally took a bit of research to represent hockey lingo.
In order to create the rewards feedback loop, one of the variable rewards were stickers. Similar to the concept of adding stickers to Instagram stories, the teams could unlock stickers to place on their video and image uploads to jazz up their content. These were hockey centric illustrations that personally took a bit of research to represent hockey lingo.
