Avangard

Overview

Avangard is one of the leading professional hockey clubs in the KHL with a massive and passionate fan base. The goal of this project was to modernize the club’s digital touchpoints by designing a seamless ticket purchasing experience and a robust loyalty system. I focused on creating an ecosystem where fans can easily transition from buying a seat at the arena to engaging with the club’s rewards program.

My role

As a Product Designer, I was responsible for designing the user journey for the ticketing platform and the complete visual identity of the loyalty program. My work included architecting the seat selection logic, designing a high-conversion checkout flow, and creating an engaging, gamified experience for the «Avangard Loyalty Club».

The Challenge

The main challenge was to balance the technical complexity of an interactive arena map with the high emotional energy of a sports brand. The ticketing flow needed to be lightning-fast and mobile-friendly to handle peak loads before big games. At the same time, the loyalty program had to feel rewarding and visually striking to encourage long-term fan engagement and repeat purchases.

The Ecosystem

Interactive Ticketing Flow

I designed a comprehensive ticketing system that includes a detailed, interactive map of the arena. Users can browse sectors, view the rink from specific seats, and manage their season tickets. I simplified the selection process to reduce the number of steps to purchase, ensuring that even during high-traffic periods, fans can secure their spots without friction. The interface was fully optimized for both desktop and mobile, as a large portion of tickets are bought «on the go».

Avangard Loyalty Club

To boost fan retention, I developed the design for the «Avangard Loyalty Club». This included a dedicated landing page that explains the tiered reward system — from «Rookie» to «Captain». I designed a gamified path that visualizes a fan's progress and the benefits they unlock, such as exclusive merchandise or ticket discounts. The visual style uses the club’s bold red and black palette, combined with dynamic 3D elements to create a premium feel

Rewards & Merchandise Catalog

The loyalty experience extends into a specialized rewards catalog. I designed an e-commerce interface where fans can spend their earned points on club experiences and products. The layout is clean and focused on high-quality product imagery, making the process of redeeming points as satisfying as a standard shopping experience

Key Solutions

Optimized Arena Navigation

I introduced an intuitive seat selection logic that provides immediate feedback on price and availability. By streamlining the «Sector-to-Checkout» journey, I managed to create a flow that feels native and responsive, significantly improving the user experience for both single-game buyers and season ticket holders.

Gamified Fan Engagement

The loyalty program’s visual architecture was designed to feel like a journey. By using a «roadmap» metaphor on the landing page, I made the complex rules of the loyalty program easy to understand. This visual storytelling encourages fans to interact with the club more frequently to reach the next status level.

Results

The project successfully unified the club’s commercial and engagement tools into a single, cohesive digital experience. The new ticketing flow provides fans with a modern, reliable way to attend games, while the loyalty program has become a central hub for fan activity. By combining functional UX with the powerful branding of «Avangard», I helped create a digital environment that reflects the club’s professional status and strengthens its bond with the community across all platforms