Build the Brand Challenge.
Collaborated with a team of 3 to enhance the existing brand of the Mercedes-Benz Stadium. We were tasked with the opportunity to explore opportunities to offer better user experience during the games.
My Contributions
Took lead in Visual Design. Collaborated in Research, Ideation, Iconography, Sketching, Wireframes, Hi Fidelity Prototype,
Visual Design, Style Guides.
Tools
Pen and Paper, Sketch, InVision, Illustrator, Photoshop, Keynote
Time Constraint
2 weeks with 2 other UX Designers
Discovery. Competitive Analysis.
Georgia Tech, Georgia Dome, Phillips Arena and Lakewood - mainly for ticketing
All featured ticket purchases only or used ticketmaster
Ga Tech only one with app - game tracker, map
Account Management
None offered interactive augmented reality, food tracker or
order to seat.
Comparative Analysis.
Domino's Food Tracker for visual progress for Order-to-Seat purchases
Google Glasses for augmented reality features,
JTECH for Order-to-Seat wait time estimation
User Research.
Our team surveyed 60 respondents how to better enhance their stadium experience.
What do you typically do at large stadium events besides watching the event?
Phone Activity
Pain Points.
"Entering the stadium takes too long but exiting takes longer"
"Make them more interactive"
"Live commentary"
"Have rewards
discounts for parking/seats""A closer view to stage"
"Access to cooler stuff at venue"
"Pre-order from seat"
"Handicap or elder assistance"
Visitors are looking for a mobile app that aims to enhance the
user’s experience during their favorite events.
How often do you go to such large scale events held in stadiums, arenas and the like?
Stadium Events
User Personas. For All Types of Event Goers.
"I would like to learn more about the game of football. Have a better experience while at the games."
"I enjoy girls night out at the concert. Closer view to the stage."
Sketches.
Based on our research and surveys, we began to brainstorm ideas to enhance the stadium experience. I took lead in visual design. I used the angle element from the existing branding to keep the existing brand. Angled bar element chosen from our A/B testing.
Interactive Maps
Pain Points
Entering The Stadium Takes Too Long But Exiting Takes Longer
Solution
Notification in and around stadium i.e restrooms wait time, concessions,bar, merchandise, back to seat
Concierge.
Pain Points
Would like the ability to pre-order from seat and can be delivered to seat.
Solution
Order to seat feature.
Alerts when pre-ordered food is ready for pick-up and time it will arrive. Request for handicap assistance. Orders for food, merchandise in concierge section.
Augmented Reality.
Pain Points
Make them more interactive. Access to cooler stuff at venue. Option to get a closer view to stage.
Solution
Interact with your surroundings. Live commentary.
Live Broadcasting.
Pain Points
A closer view to stage. "Access to cooler stuff at venue
Solution
Access to large videos from anywhere in stadium. Live commentary.
Site Map. User Flow.
Branding. Style Guides.
Adhered to their existing brand keeping across the digital space. Website, logo and app. Triangles in design recognizable shape to the user. Repeated in screens i.e broadcasting and food ordering.
Key Findings. Next Steps.
“I would like to be able to see my seat location on map, instead of entering seat”
” What is the shortest way to return to my seat from from bathroom or concession would be great. How do I get back?”
”I would like access to live broadcasting when not in the stadium.”
More Next Steps.
Include parking in maps. Expand on the alcohol/beer purchasing. Offer discounts to large groups. Market upcoming events.
