Seahawks Wrapped

Seahawks Wrapped is a personalized digital experience designed to take fans through their history as a 12, with a special focus on the 2024-25 season. Through customized stats, season highlights, and direct messages from players, we gave app users a unique way to relive the best moments of the year while showing our appreciation for their support.

For the first time, Seahawks Wrapped was built as an in-app experience rather than a single end-of-season recap email, providing a more interactive and engaging way for fans to connect with their journey.

Client: Seattle Seahawks

Role: Project Lead, Designer, and Researcher

Collaborators: Seattle Seahawks Design, Business Analytics, and Video departments

Seahawks Wrapped - screenshots of the Seahawks Wrapped app experience.

Image via Seahawks.com.

My Role

I played a central role in shaping Seahawks Wrapped, including:

Translating the initial concept and content into an interactive app experience
Designing the UX to ensure clarity, ease of use, and engagement
Collaborating with the creative team to develop the best possible visual assets
Working with our Business Analytics Department to organize ticket holder data and app segments
Optimizing the sign-in process for a seamless user experience

From conception to launch, my goal was to create an experience that felt personalized, exciting, and rewarding for every fan, reinforcing their connection to the team while building anticipation for seasons to come.

Comparative Analysis

To inform our approach, we conducted a comparative analysis of similar year-in-review experiences. Spotify Wrapped was the most obvious reference point, so we analyzed its releases from past years, reviewing design documents, user sentiment threads, and experience walkthroughs to understand what resonated most with audiences. We followed a similar process for Starbucks Blend, Reddit Recap, and Steam Replay, examining their structures, UI patterns, and engagement strategies.

Yearly recap experiences are still relatively new in the sports industry and are typically limited to email-based summaries. Because of this, looking outside of sports for best practices and inspiration was crucial. Our research led to several key takeaways:

Users prefer no more than 15 data points—enough to feel personalized, but not invasive
Tap-based story formats are the most intuitive UI choice
Mixed media (photos, audio, video, and interactive elements) generate the best engagement
AI-generated content is generally met with disapproval, with users favoring more organic personalization

These insights helped shape the structure of Seahawks Wrapped, ensuring it felt both engaging and familiar while remaining true to our brand and fanbase expectations.

Fan Personas

To ensure Seahawks Wrapped resonated with our fanbase, I developed user personas that aligned with our internal brand personas. These personas helped us tailor the experience to different types of fans based on their preferences, digital behaviors, and familiarity with recap-style content.

I created three key personas:

Socially-driven younger fans – Prioritize the social aspect of sports and digital experiences.
Curious, non-season-ticket holders – May not have attended games but would engage after seeing Wrapped shared on social media.
Loud, loyal, but less tech-savvy fans – Deeply passionate but may be less familiar with app-based or "Wrapped" experiences.

A fan persona created for Seahawks Wrapped.

A fan persona representing our loyal but less tech-savvy fans.

From this exercise, I identified several important takeaways:

A shareable element would appeal to fans who engage most through social media.
A general, non-personalized version of the experience would allow non-ticket holders to participate.
Balancing a bold, Spotify Wrapped-style aesthetic with Seahawks branding was key to ensuring the experience felt fresh yet familiar.

These insights helped us refine the experience to maximize engagement across a diverse fanbase, ensuring that Seahawks Wrapped was both accessible and exciting for all users.

Additional Research

Beyond the comparative analysis and user personas, I also reviewed scholarly research on personalized app experiences to supplement our limited ability to conduct extensive user research within our tight timeline.

One key study, Defining Reactive Opportunism: An Exploration of the Social Phenomenology of Spotify Wrapped Amidst Growing Digital Privacy Concerns by Sydney Keenan, reinforced the idea that including a shareable feature helps balance the use of personalized data with perceived exclusivity. Users tend to feel more comfortable engaging with personal data when they have the ability to share it on their own terms.

Another study, Public Attitudes Towards Algorithmic Personalization and Use of Personal Data Online: Evidence from Germany, Great Britain, and the United States by Kozyreva et al., highlighted that users are often hesitant to engage with personalized experiences unless they clearly understand where their data comes from. This insight led us to incorporate a data transparency explanation within the Seahawks Wrapped onboarding process to build trust and improve user confidence.

Wireframing and First Review

With our comparative analysis complete, I moved into wireframing the experience. My initial design prioritized interactive elements like scrolling, aiming to reduce the number of taps required to navigate the experience. This version, however, did not fully utilize the app’s full-screen capabilities—instead, it relied on smaller graphics with space around them for text placement.

I tested this prototype with 10 ticket holders, and the feedback was mixed. The primary concerns were:

The combination of scrolling and tapping led to confusion and user errors
Larger graphical elements would make the experience feel more dynamic and immersive

My first Seahawks Wrapped wireframes with small graphics and elements.

The first wireframe I created.

My second Seahawks Wrapped wireframes with full-screen elements.

The second wireframe I created, taking user feedback into account.

Taking this feedback into account, I looked to Snapchat’s story UI—one of the first apps to popularize the format—as a best-practice reference. I determined that layering text over full-screen graphics could balance readability and visual interest, especially when paired with semi-opaque backgrounds or drop shadows for clarity. Additionally, Snapchat uses buttons as primary interactive elements, so I incorporated this approach into my second prototype.

This version introduced:

Full-screen visuals to create a more immersive experience
Tap-only navigation for consistency and ease of use
Varied layouts to maintain visual engagement across different sections

I tested this version with another 10 ticket holders, and feedback was significantly more positive. The only major critique was that some screens lacked personalized content, which we later addressed by refining the experience further.

Establishing Visual Identity

With the core design principles established, we shifted focus to building the experience itself, ensuring we had a version ready to connect with ticket holder data as soon as possible.

Before diving into individual page layouts, I worked with our design team to define the overall look and feel. We landed on a Midnight Blue & Action Green geometric aesthetic with layered cutouts, creating a freeform, dynamic look that balanced:

The bold, energetic feel of “Wrapped” recap experiences
Seahawks branding, ensuring familiarity for our audience

During this phase, we also determined:

Where motion graphics would enhance engagement
How graphics should be designed for responsiveness across different devices

Once the visual style was finalized, I moved on to developing the first functional prototype while the design team worked on the full visual assets.

First Prototype

The initial prototype focused on core functionality, ensuring:

The story UI operated as intended
Data connections worked properly between Ticketmaster and the Seahawks Mobile App

Through testing this version, we uncovered key usability insights:

Story slides had a fixed time limit, requiring us to fine-tune durations based on content density
Slides needed larger margins to ensure proper responsiveness across devices
Top-aligning content improved readability, preventing text from being cut off or cramped

These adjustments ensured the experience was both visually dynamic and technically sound before integrating final assets.

Screenshots of the first Seahawks Wrapped functional prototype.

My first interactive prototype of the Seahawks Wrapped experience.

Refining the Experience Based on User Feedback

With the data and story framework in place, we moved to a higher-fidelity version, incorporating graphics, videos, and GIFs created by our design team.

User testing on this version revealed two key areas for improvement:

Copy clarity – Some stats were ambiguous, leaving users unsure whether they reflected their 2024 season or their entire tenure as a ticket holder.
Slide fatigue – An overabundance of video highlights made the experience feel longer than necessary.

Screenshots of the Seahawks Wrapped highlight screens.

The highlight selection screens, featuring personalization for each user.

To address this, we:

Revised copy to clearly indicate which data points applied to which timeframe
Introduced highlight selection screens, allowing users to choose which moments they wanted to view
Personalized highlight screens to indicate when users had been in the stadium for a specific moment

These changes ensured the experience felt both engaging and tailored to each fan’s unique history.

Final Testing & Adjustments

As the experience neared completion, I conducted one last round of testing with 10 users. The final refinements focused on navigation clarity:

Users were unsure if sound was required for videos
Some users didn’t intuitively know how to progress through the story UI

To improve usability, I added:

A "Sound Up" sticker for clear audio guidance
The copy "Slide/Tap to Continue" on the first screen to establish navigation expectations

These refinements ensured a seamless, user-friendly experience, even for fans unfamiliar with interactive story UIs.

A screenshot of the first slide of Seahawks Wrapped with a Sound Up button and Slide/Tap to Continue text.

The first slide of Seahawks Wrapped, including a "Sound Up" sticker and "Slide/Tap to Continue" indicator.

Solving the Sign-In Challenge

One of the biggest technical challenges of Seahawks Wrapped was ensuring a seamless sign-in process. At the time of launch, the Seahawks Mobile App required separate buttons to sign in and start the experience, adding friction to the user journey. Additionally, for fans to access their personalized data, their Seahawks Mobile App profile email had to match the Ticketmaster account used for their season tickets.

Screenshots of the Seahawks Wrapped log-in process.

Each of the sign-in screens a user might see while accessing Seahawks Wrapped.

To address this, we designed a segmented login flow based on user status:

Self-selection prompt – Users indicated whether they had scanned tickets at Lumen Field in 2024.
App login check – Determined whether the user was logged into their Seahawks Mobile App profile.
Personalized data check – Cross-referenced user emails with Ticketmaster accounts that scanned into Lumen Field in 2024.

This ensured that even new users without a prior Seahawks Mobile App profile could still access a personalized experience if they had attended games.

User Login Flow

Users saw different login experiences based on their responses:

If a user had not scanned tickets at Lumen Field (selected “No”)
- They were prompted to log in to their Seahawks Mobile App profile.
- They were then shown the general, non-personalized version of Seahawks Wrapped.
If a user had scanned tickets at Lumen Field (selected “Yes”)
- They were shown login instructions for both their Seahawks Mobile App and Ticketmaster.
- A single button logged them into both accounts, then another button directed them to their personalized experience.
If a user mistakenly selected “Yes” but had not attended games
- The app automatically redirected them to the general experience to ensure they could still participate.
If a user was logged into the Seahawks Mobile App but had an issue connecting to Ticketmaster
- They received a prompt to sign back into Ticketmaster and try again.

By implementing this multi-layered segmentation and login logic, we ensured that every fan—whether they attended games or not—could access an experience tailored to their situation while minimizing errors and confusion.

Measuring Success & Future Opportunities

Seahawks Wrapped was a major success, achieving multiple business goals:

4,000+ users engaged with the experience, increasing average dwell time across the app in January.
330 new app profiles were created within the first week, driving significant growth during a typically low-engagement period.
It was our first time integrating Ticketmaster and Seahawks Mobile App data to create a truly personalized mobile experience for fans who attended games in 2024.

Beyond the numbers, the response was overwhelmingly positive—both from fans and other NFL teams—demonstrating the power of data-driven fan experiences in deepening engagement and expressing appreciation for fan loyalty. developing the first functional prototype while the design team worked on the full visual assets.

Screenshots of the Seahawks Wrapped app experience.

Image via Seahawks.com.

Opportunities For Growth

While successful, Seahawks Wrapped provided key learnings for future iterations:‍

Expanding user research – Conducting additional research on what types of recap content fans find most engaging could help us refine the experience and increase interest in future activations.
Enhancing the general version – Adding broader fanbase statistics would make the non-personalized version feel more engaging, even for users without ticketed data.
‍Simplifying sign-in – At launch, the experience required multiple login steps due to technical limitations. With new deep-linking capabilities, next year’s version can streamline sign-in to a single click, reducing user error and making access more seamless.

Seahawks Wrapped set the foundation for more innovative, personalized experiences in the future, and I’m excited to continue pushing the boundaries of how we use data, design, and creativity to engage our fans.

Explore Related Projects:

Lumen Lens

Interactive Experiences

A digital photo booth experience that lets fans take pictures with virtual Seahawks players, which I manage and continuously improve.