Final Four ZAG Madness Virtual Experience

Gonzaga University, a top-tier institution in Spokane, Washington, is known for academic excellence and a thriving campus culture. The Gonzaga Bulldogs men's basketball team has made 26 NCAA tournament appearances, including two national championship games in 2017 and 2021. In the 2024–25 season, standout players like Ryan Nembhard and Graham Ike continue to lead the team to success, reinforcing Gonzaga’s legacy of leadership and innovation.

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Introduction

In 2021, as Gonzaga’s men's basketball team advanced to the NCAA Final Four, COVID-19 restrictions prevented traditional fan gatherings. The university turned to us and our partners to create a digital experience that would unite Zags fans, capturing the energy of game day through interactive games, live entertainment, and a shared sense of community.

context

methods

With no set direction from the client, we spearheaded the ideation process, presenting interactive concepts to secure stakeholder buy-in. Once a vision was established, we designed wireframes to map user flows, information architecture, and engagement points, creating a seamless experience where fans could connect through basketball games, a virtual photobooth, a community gallery, and live DJ music.

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creative direction

I translated Gonzaga’s multi-voice brand guide into a cohesive design system that harmonized brand integrity with usability. After developing a high-fidelity prototype, I refined engagement and functionality through iterative improvements. Collaborating closely with developers, I optimized performance across the platform. Additionally, I worked with Unity game developers to shape the Buzzer Beater basketball game—designing its logo, HUD, and screens while leveraging UX insights to enhance gameplay and gamification.

hand off

To streamline development, I delivered a robust design system alongside the final prototype, giving developers a comprehensive UI guide to work from under tight deadlines. During the live NCAA games, our team was onsite, implementing real-time fixes and quality-of-life improvements based on user feedback. This agile approach ensured a smooth and engaging experience for fans.

conclusion

The project was a huge success, generating millions of social impressions and thousands of interactions. Fans praised the experience for bringing them together during a time of isolation, creating a sense of excitement and unity despite the distance. More than just an event, this proved the power of digital experiences in fostering real human connection when it mattered most.

Final Four ZAG Madness Virtual Experience

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