NBCUniversal - Backlot Club Development

Role
Koy served as a strategic advisory and rapid validation partner for NBCUniversal’s Backlot Club—a next-generation fan engagement platform aimed at Gen Z and annual pass holders. We supported concept development, A/B testing, and user validation, with a focus on quest-based engagement, trivia mechanics, and blockchain-powered rewards including digital wallets and medallion-based incentives. Our initial testing centered on UC Berkeley students to assess broader consumer appeal.

Challenge
NBCUniversal was rebranding and evolving its Fan HQ initiative into the Backlot Club web app, which would offer gamified fan experiences like trivia, quests, and check-in-based rewards at Universal theme parks. However, they faced three key challenges:

1. Rapidly validating creative concepts from Forward Studio and UsTwo without overburdening internal teams.

2. Ensuring that blockchain-powered mechanics (e.g., medallions, wallets) resonated with everyday users—not just crypto-savvy fans.

3. Testing new fan experiences with a younger Gen Z audience while aligning with KPI-driven design requirements.

Solution
Koy conducted continuous user feedback sessions, usability testing, and A/B testing on proposed features like medallions, quests, and profile-based rewards. We collaborated closely with NBCU’s internal stakeholders (including UDX and Film Tech), design partners (Forward Studio, UsTwo), and Aptos Labs to provide insights on fan behavior and help prioritize features for MVP. By testing Berkeley students and general Gen Z users, we validated key design decisions and helped NBCU shape the platform roadmap ahead of major rollout events like Halloween Horror Nights and Fan Fest. Our recommendations also informed visual design revisions and clarified the utility of blockchain features for mass adoption.