True Blue Challenge

Engaging hockey fans in a contest activity

The Victoria Royals hockey club launched the second version of a digital engagement strategy to reward their loyal fans.

In this activity, players collected digital themed cards, discovered interesting facts, won prizes, and became an active part of the Victoria Royals community. The experience of getting a stack of random cards, appealed to users who like to complete themed sets and find their favourite players or moments.

The activity also offered the possibility to win prizes by earning entries for regular draws and also by getting instant win prizes that were hidden in some cards.

Players earned the cards by inserting codes that they found in different channels, such as a Facebook page, Twitter feed, radio announcements, and during live games at the stadium.

Designing a fun activity where everybody has a chance to win

During our first conversations, it became clear that we wanted to create an experience that was entertaining and competitive without feeling combative. The campaign was aimed to run for a whole season, so it was important to keep the players engaged on a regular basis without pitting them against each other.

Once we knew this, we agreed that the we should stay away from mechanics that introduced destructive behaviours in the community, especially considering that there were real-world prizes involved.

Here's how we pulled it off: 

Mobile screenshot of a duplicate

Mobile screenshot of a duplicate


When they inserted a code, players earned a number of cards depending on the value of their actions. For a example, a code published on the Facebook page was worth 1 card, but a code published in the stadium provided up to 4 cards.

Each card had a random score value that added up to a collection's total – this total was the number of entries a player had to win a collection's grand prize.

Collections didn't allow duplicates – when players found a duplicate, they kept the one with the highest value. When players completed a collection, they still had a reason to keep playing so they could upgrade their collection's total score and get more chances to win.

A collection's leaderboard only reflected the players who had the biggest chance to win the grand prize. By doing this, the activity also allowed late-comers to join and not feel discouraged when they saw the top players' scores. 


We designed an activity that could host many collections, each one of them with a different set of cards, grand prizes, and instant prizes.

Players could choose to complete many collections or focus their efforts on one, which introduced a sense of strategy. Players decided whether they wanted to play one collection to upgrade their score for the grand prize, or play the collections that had instant prizes available, or just play to complete their favourite sets.

It was really important that the UI allowed the players to quickly navigate through the collections and skim the prizes to make a decision. 

Mobile screenshot of collections

Mobile screenshot of collections

Desktop screenshot of a collection

Desktop screenshot of a collection


Given that codes were going to be published throughout different channels, including live events and broadcasts, I decided to design the experience by focusing on a mobile first approach.

Our efforts were concentrated on providing a quick experience with clear calls-to-action, constant feedback, low barriers to entry, cues of progression, and efficient navigation patterns. I created wireframes and iterated with our team until we created the right user flow that achieved these goals.

After completing the wireframes, I created InVision prototypes and lists for the graphical assets we needed to speed up the production time. I worked closely with the Royals' design team to coordinate efforts and deliver an experience that reflected their branding.

Wireframe delivered to Royals' designers

Wireframe delivered to Royals' designers

Screenshot with final UI art provided by Royals' designers

Screenshot with final UI art provided by Royals' designers

 True Blue Challenge ran for 6 months, 76% of the community participated more than once, and it had a 47% female audience.

Client: The Victoria Royals

Project type: Gameplay, UX/UI design.

Target Devices: Web, desktop and mobile.