CLIENT PROJECT

Improving UMD Football Experience for Alumni

Improving UMD Football Experience for Alumni

Designing a more engaging and satisfying football game experience to strengthen UMD alumni connections and participation

CONTEXT
Problem Space

📄 OVERVIEW

The University of Maryland (UMD) alumni community represents a significant and growing audience with strong ties to school spirit cultivated during their time as students. However, alumni have rarely been a primary focus in elevating the UMD football game experience. Though UMD alumni may fall into the category of ticket holders and avid fans, they still occupy a unique space as “past UMD students,” sharing a bond through their past campus life. For instance, the journey into football fandom may have started during their time at UMD, perhaps through student tickets, and evolved into a personal tradition post-graduation.

Therefore, we believe that engaging alumni offers a strategic opportunity to expand the UMD football fan base and improve the overall game experience.

Alumni have rarely been a primary focus in elevating the UMD football game experience. Though UMD alumni may fall into the category of ticket holders and avid fans, they still occupy a unique space as “past UMD students,” sharing a bond through their past campus life.

Therefore, we believe that engaging alumni offers a strategic opportunity to expand the UMD football fan base and improve the overall game experience.

✏️ PROBLEM STATEMENT

Address the challenges in improving alumni engagement at UMD football games, focusing on the lack of targeted support and facilitation

🎯 GOAL

The primary goal of this project is to build a marketing strategy and improve the fan experience for UMD alumni at football games

Target Audience
Target Audience
This study targets UMD alumni, categorized into Newly Alumni and Seasoned Alumni, to understand their unique perspectives and experiences
This study targets UMD alumni, categorized into Newly Alumni and Seasoned Alumni, to understand their unique perspectives and experiences

Newly Alumni

Graduated within the last 5 years

Seasoned Alumni

Graduated more than 5 years ago

💡 Research Questions
💡 Research Questions
We developed 3 Primary Research Questions (each with sub-questions) to keep our research focused and organized
We developed 3 Primary Research Questions (each with sub-questions) to keep our research focused and organized
DESIGN PROCESS
DESIGN PROCESS
RESEARCH PLAN
Study Design
We used contextual interviews as our primary research method to understand behaviors, motivations, and pain points. To complement these interviews, we conducted a survey as an alternative method to gather broader perspectives on alumni experiences.

*Participants were recruited through personal networks, LinkedIn, and targeted email invitations, ensuring representation across graduation years, professional roles, and engagement levels.
Interview | Guide
We conducted five semi-structured contextual interviews, including 3 Alumni and 2 Alumni Community Coordinators
We conducted interviews using a funneling approach combined with task performance exercises to observe behaviors, uncover pain points, and gather qualitative insights
Survey | Guide
We conducted a survey with 15 participants, featuring 22 questions in multiple-choice, rating-scale, and open-ended formats. The survey explored football experiences, ticket purchasing, alumni engagement, and demographic details
DATA COLLECTION
Contextual Interviews
01 Contextual Interviews
The collected data focused on alumni motivations, communication preferences, and challenges in engaging with UMD football events, aligning with our research questions.
Key Takeaways from Interviews
Survey Responses
02 Survey Responses
We analyzed the survey responses based on the categories to gather quantitative insights
Key Insights
Based on contextual interviews with alumni and alumni coordinators, as well as surveys across alumni from various graduation years, our research revealed key insights into UMD alumni’s experiences attending football games. Our findings also provide transferable insights into broader needs, goals, and barriers of alumni, which we gained by exploring comprehensive alumni experiences beyond sporting events. 
Findings from Football-Specific Experiences
Findings from Football-Specific Experiences
Transferable Findings from Alumni-Specific Experiences
Transferable Findings from Alumni-Specific Experiences
ANALYSIS
01 Affinity Diagram
We identified eight categories: four on football experiences and four on promoting alumni identity. Findings showed football games are valued for social connections but fall short in reinforcing alumni identity, which remains an underutilized driver for deeper engagement. These insights guided our focus on communication, motivations, and strengthening alumni identity.
02 Experience Models
Selected Model: Identity Model 
UMD football games connect alumni to their student days through school spirit, nostalgia, and community. Focusing on these identity-driven elements allowed us to create meaningful and personal engagement strategies
CONSOLIDATED MODELS
UMD alumni showcase eight unique identities which highlight core values like school spirit, nostalgia, and community, enriching their connection to the university
The Identity Models provided key insights that guided our solution brainstorming and helped balance the diverse needs of alumni. By grouping identity elements into broader categories, we captured the emotional aspects of attending football games and the user experience leading up to game day. These elements inspired “Give Me’s,” which served as design directions to evoke positive emotions and develop activities and improvement ideas that align with alumni identities.

Through interpretation sessions, we identified how challenges like website usability and alumni needs for football games and broader experiences were interconnected. The Identity Model contextualized these challenges within distinct identities, offering clarity and a foundation for actionable design. For example, an alumnus attending a game with their child found it difficult to understand youth discount criteria on the website. This issue reflected two overlapping identities: the Football Family Parent, who budgets carefully for family outings, and the Savings Finder, who looks for clear and accessible discount information. By framing these needs within the Identity Model, we were able to address them in a more targeted and meaningful way.
Through interpretation sessions, we identified how challenges like website usability and alumni needs for football games and broader experiences were interconnected. The Identity Model contextualized these challenges within distinct identities, offering clarity and a foundation for actionable design. This issue reflected two overlapping identities: the Football Family Parent, who budgets carefully for family outings, and the Savings Finder, who looks for clear and accessible discount information.
03 Personas
From alumni interviews, we created two personas: Newly Graduated Alumni and Seasoned Alumni, highlighting unique needs and motivations to design tailored strategies
IDEATION
Visioning
Drawing on our extensive research—interviews, surveys, and synthesized findings such as affinity diagrams, identity models, and personas, we explored UMD alumni's football experiences and engagement. By addressing the diverse needs and goals associated with the various identities alumni bring to their involvement in football games, we developed a product concept designed to strengthen their connection to the games. The image below illustrates the visions we created. 
SOLUTION
Conceptual Product Ideas
  1. Alumni Starter Package
Our research highlights the importance of cultivating a strong and lasting UMD identity among alumni, particularly by offering meaningful opportunities and exclusive incentives to encourage their participation in university events. This understanding led to the creation of the Alumni Starter Package, designed to foster early engagement among recent graduates.
The package reflects our findings that new alumni are more likely to stay connected with the university when provided with opportunities to participate in social and community-building activities. By offering targeted perks and benefits, this initiative aims to strengthen alumni ties, promote event participation, and create a lasting sense of belonging to the UMD community.
  1. Alumni Day
Our findings indicate that fostering a strong and consistent UMD identity among alumni, along with offering exclusive opportunities and incentives, significantly enhances engagement in football games. In response, we have designed a new event, "Alumni Day," where alumni are recognized as special guests, placing them at the heart of the game-day experience, with these following offerings:
REFLECTION