OCVIBE & Anaheim Ducks Mobile Ecosystem
Product Design / UI/UX
DURATION
4 Months
COLLABORATORS
Scott LaRocca — UX Research
Jenny Beatty — Creative Direction
Overview
OCVIBE is a landmark $4B sports and entertainment district in Anaheim. Launching this destination requires a mobile app ecosystem that integrates live events, dining, and fan loyalty into a singular, approachable experience.
Role
As the lead designer, I delivered a 50+ screen high-fidelity prototype that served as the visual blueprint for OCVIBE’s digital ecosystem. To ensure long-term consistency, I built a scalable design system using Figma tokens and components to unify 10+ complex user flows.
The Challenge
My goal was to turn the "Explore" tab into the heart of the app. With so many restaurants, events, and map locations, the interface risked becoming cluttered. My challenge was to organize these hotspots, define mobile ordering/booking flows, and integrate Anaheim Ducks loyalty, without overwhelming the user. Due to time constraints, I bypassed early design stages to focus on high-fidelity iteration, creating a "north star" vision that secured stakeholder buy-in and set the stage for the development team.
Mapping the Experience
This journey map provided the strategic framework for the project. By visualizing touchpoints from pre-visit to post-visit, it allowed me to align core features with the specific needs of our guests.
Defining the Audience
Using this data of behavioral archetypes, I was able to tailor the navigation and feature sets to support a diverse range of visitors, from local residents to event attendees.
Planning the User Journey
Building the Design SYSTEM
To bridge OCVIBE and the Anaheim Ducks, I developed a modular system using orange as our common ground. This atomized approach ensured these complex ecosystems remained visually consistent while scaling for future development.
Visualizing Core User Flows
Onboarding and personalization
Designed to immediately bridge the gap between a general visitor and a dedicated Ducks fan, allowing users to personalize their interface and recommendations based on their specific interests.
DISTRICT DISCOVERY — Mobile Ordering
This flow features an AI search bar that provides personalized dining recommendations. To streamline the complex ordering experience from having so many dining options, I designed a unified cart system that allows users to place a single pickup order across multiple stalls, reducing friction in picking up dinner after work.
Anaheim Ducks INTEGRATION
To serve the district’s core fanbase, I designed an integrated ' Anaheim Ducks Mode' that shifts the app’s content priority. Users can opt-in during onboarding to access a dedicated team hub. This specialized experience carries over the Ducks' look and feel across game schedules, rosters, and loyalty perks, while maintaining the app’s underlying structure.
REFLECTIONs
This project taught me that when balancing multiple entities and complex information, a clean, system-based design is essential to let the content truly shine. By prioritizing features like AI search and personalization, I focused on helping users navigate a massive physical space with minimal friction. I would have liked more time for user testing and wireframe iteration to further refine the efficiency of these flows. Ultimately, this project reinforced that the most effective designs are those that simplify the complex into something approachable.
Development & Handoff
My work currently serves as the foundational framework for the app’s ongoing development. Following a successful handoff to our development agency, I continue to consult on the project to ensure visual integrity and brand consistency are maintained.
High-fidelity clickable prototype available upon request.