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Leader Spotlight: Engaging and retaining a growing fan base, with Dev Ward
- Dev Ward is the Head of Digital at the WNBA, leading digital transformation and growth initiatives, with previous experience at Disney Parks.
- Dev Ward discusses curating the digital experience for the WNBA fan base, utilizing data and social listening to measure engagement.
- Personalization in the fan experience is crucial, balancing engagement and revenue while ensuring a seamless, personalized app experience.
- Segmentation by behavior, location, and sentiment is used to tailor digital experiences for the diverse WNBA fan base.
- Dev Ward emphasizes aligning digital products with the WNBA's long-term goals and staying agile to adjust to changing business objectives.
- Strategic thinking drives core product offerings, like creating a configurable mobile app and focusing on user-friendly design.
- The redesign of the WNBA app involved prioritization, gathering fan feedback, and creating a central platform for all WNBA content.
- The biggest obstacle faced during the app redesign process was prioritization, balancing multiple fan needs and requests.
- Monitoring social engagement and storytelling are key for measuring brand affinity and enhancing fan loyalty in digital experiences.
- Collaboration with various teams, including data analytics and marketing, is essential to optimize digital experiences and drive fan engagement.
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